1. www.esd-toolkit.org supported by a local government initiative sharing nationally to improve services locally Contextualised Customer Satisfaction CIWG 14 th July 2009

2. supported by sharing nationally to improve services locally a local government initiative Feedback (inc. satisfaction) Engagement (design) Service data Utilisation (analyse) Classification groups Segmentation (predict) To close gap; prediction v reality Engage & involve; service redesign Expectations v predictions CUSTOMER INSIGHT

3. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Customer satisfaction measurement helps an organisation focus on its customers, and should galvanise service owners, customer- facing staff, policy, strategy, and research staff, as well as senior management, around the aim of improving the customer experience (Cabinet Office) Focusing on measurement is the wrong place to start. It’s not about data collection, it’s about changing what people think, so the challenge is how to create a shift in thinking in the organisation, not just to get customer information. (Professor Bob Johnston, Warwick Business School)

4. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction What’s important to customers (not what we think is important) Voice of the customer supports process improvement Contextualised; prioritised; changes in expectations Specific v general Types of service: obligation; entitlement; option Customer segmentation and responsiveness Time-based data & changes over time Reliability of methodology Duty to involve Cabinet Office Toolkit

5. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Delivery Timeliness Information Professionalism Staff attitude Satisfaction with service 30% 24% 18% 16% 12% 5 Drivers MORI Final outcome Kept promise Handled problems Initial wait Overall time Times to contact Accurate Comprehensive Kept informed Competent Fair Polite & friendly Sympathetic

6. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Typical of what we do: How do you rate the waiter? 5 Very satisfied 4 Satisfied 3 Neither satisfied nor dissatisfied 2 Dissatisfied 1 Very dissatisfied How does this feel as a customer? What was important to you?

7. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Customer defined criteria: Fast service Friendly atmosphere Good food Good music Value for money Child-friendly How do you find out? Individual interviews Focus groups Staff feedback Customer feedback Expert views 3 questions: Score these out of 10 for importance Rate these out of 10 If you didn’t give a 10, what can we do to make it a 10?

8. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction 4-step process: 1.Identify what’s important 2.Compare expectation and experience 3.Gather opportunities for improvement 4.Address the biggest gap not the lowest score Changes in expectation over time can be accommodated Link to spreadsheet

9. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction How to measure customer satisfaction

10. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Journey mapping Guide for Practitioners Guide for Managers Online Training Online ‘How To Do’ Expanded Toolkit

11. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Customer Service Excellence

12. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Volunteers: Trial approach to contextualised customer satisfaction Test esd-toolkit’s spreadsheet Share data, approaches & findings – commitment to brief case study Contribute to refinements & developments Opinion: is this something that esd-toolkit can offer to subscribers (licensed/unlicensed)? Confidentiality & discretion – not to be give to others outside trial (inc. others within own LA) Change control via esd-toolkit.

13. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Consider: Current practice Management thinking & culture (inc. reporting & targets) Voice of the customer & service improvement Numbers or information Robust methodology Integrity Continuous/discontinuous measurement Universal or sampling Comparisons & benchmarking

14. supported by sharing nationally to improve services locally a local government initiative Contextualised customer satisfaction Tony Hinkley www.esd.org.uk tony.hinkley@esd.org.uk 07503 002282