1. The New Customer Service Standard
Roy Stephenson
Policy Projects Team
Cabinet Office
Emma Peake
Government Communication Group in the Cabinet Office
Manage the Policy Projects Team
including Customer Service Excellence – the Government’s new customer service standard
Intend to give you a brief overview of Customer Service Excellence –
What it is, how it works
Then a short time for questions

2. Introducing……. Customer Service Excellence
Launched on March 10th at Service Transformation Conference
Tom Watson, Minister for the Cabinet Office.

3. What is it?
A driver of continuous improvement. Enables organisations to self assess their capability in relation to customer focused service delivery using a new online self-assessment tool, identifying areas and methods for improvement.
A skills development tool. Supports individuals and teams within the organisation to explore and acquire new skills in the area of customer focus and customer engagement, building their capacity for delivering improved services.
An independent validation of achievement. Encourages organisations to seek formal certification and thus demonstrate their excellence, identify key areas for improvement and celebrate their success.
It works on 3 levels:
As a driver for Continuous Improvement:
Self-assessment tool identifies strengths and weaknesses
Skills development tool:
Encourages people at all levels and service areas to develop new customer-facing skills
Validation of achivement:
Foprmal assessment gives independent perspective on performance
certification indicates success against challenging and rigorous standard
Succes to be celebrated

4. What can it do? Give you insight into your organisation.
- How customer focused are you?
- What are the strengths and weaknesses in your
organisation in relation to customer issues?
Give you insight into your customers
- Introducing techniques to understand customer groups and their
specific needs
- building skills to help you develop a truly customer focused
culture in your organisation
1. Gives Insight into your organisation
Challenges you on customer focus
Helps identify strengths and weaknesses
2. Develops Customer Insight
At the heart of the CSE standard
Incerasing emphasis, particularly in local government
Essential to the breadth and range of serices you deliver
I ntroduces customer insight techniques and supports those skills

5. What can it do?
Improve the relationship with and satisfaction of your customers.
- Emphasis on customer experience and satisfaction
- Flexible but challenging requirements appropriate to the service
Build real team spirit and morale.
- Previous experience suggests this is a key benefit
- Empowers staff and captures their insight
Develop individuals and the team and improving their skills
- Support material builds knowledge of concepts such as customer journey
mapping, satisfaction measurement and developing customer insight
- Involves the entire organisation in new techniques for delivering better
services
1. Improve customer experience – and satisfaction
The standard is flexible enough to be applicable to all organisations and types of service
Includes sub-contracted servioces and partnerships
2. Builds team spirit and morale
Experience with Charter Mark was that this was a strong benefit of participation (MORI)
Empowering – captures the insight of the front line
Participative – self-assessment can involve everyone
3. Improves skills
Specifically around understanding of customer
Includes ‘harder-edged’ customer skills like insight (e.g. if you are using Experian/Mosaic profiles or working on customer journey mapping)
Information Hub contains information on these concepts and will be regularly updated

6. How did it start? Charters – first promise to customers
- Launched in 1992
- Set out what patients, passengers, jobseekers could
expect from public services
- Continuing international influence
Charter Mark Awards
- 35 winners in first year
winners in 2003
Charter Mark Standard
- UK standard to support public service reform
- Independently assessed
current holders
Charters
CM Awards
CM Standard (Janette Garlick, LB Sutton presenting case study)
Bernard Herdan, Executive Director of the Immigaration and Passport Service, conducted
review.
View to creating a new standard, based on research into key drivers of satisfaction
More specifically focused on customer experience and greater emphasis on leadership

7. What is it based on? Key Drivers of Satisfaction
Principles of Public Services Reform
Transformational Government Agenda
Work of the Customer Insight Forum and products:
- Guidance on Satisfaction Measurement
- Guidance on Customer Journey Mapping
‘Customer Insight in Public Services: A Primer’ published by
Cabinet Office in October 2006
For Reference
5 Key Drivers of Satisfaction
Delivery
Timeliness
Information
Staff attitude
Professionalism
4 Principles of Public Service reform:
Standards
Devolution
Flexibility
Choice
Aligned with latest thinking on customer focused improvement
Working with the Customer Insight Forum

8. New Standard is structured around Key Drivers of satisfaction
Work undertake by MORI Reflects outcomes from research in other countries e.g. New Zealand, Canada
Strength of drivers may vary from service to service e.g. in health sector informationis a stronger driver than delivery; in benefit delivery some evidence to suggest it is staff attitude.
May be other less powerful drivers e.g. physical environment – this is in the standard also.
But remarkable consistent across service areas and locations.

9. How it works – the process
Online Self-Assessment
Formal Certification
Individual vs Corporate Approach
Eligibility
SAT and online support is free to u se
Log on, register and start testing yourselves against elements of the standard
Open to all – contractors, partners, in-house services, intermediaries
4 certification bodies to choose from (experts in assessment and UKAS accredited)
Decide with them how your assesment will be tailored and whether to take a single service
or corporate approach.

10. How it works – the elements
Criterion 1: Customer Insight
Criterion 2: The culture of the organisation
Criterion 3: Information and Access
Criterion 4: Delivery
Criterion 5: Timeliness and Quality of Service
SAT and online support is free to u se
Log on, register and start testing yourselves against elements of the standard
Open to all – contractors, partners, in-house services, intermediaries
4 certification bodies to choose from (experts in assessment and UKAS accredited)
Decide with them how your assesment will be tailored and whether to take a single service
or corporate approach.

11. This is how the CSE Standard is laid out
5 Criteria:
Customer Insight
Culture
Information and Access
Delivery
Timeliness and Quality of Service
Download copies from the website
Same standard for all

12. Target: At least half a million public servants in accredited
Customer Service Excellence Early Impact
900+ local authority services are Charter Mark holders
Self Assessment Tool – now getting hits per week
Registered self assessment users 300+
Standard Bearers and those already committed include some of the most
influential public service organisations:
Birmingham City Rotherham MBC Sheffield City Council
Staffordshire County Council Tameside MBC
West Lothian Council Cabinet Office Heathrow
HM Court Service Schools, Colleges and Universities
Passport Service Stoke on Trent Primary Care Trust
Many of you will be familiar with Charter Mark, which has been widely used in local government: currently more than 900 holders.
Enthusiastic interest in the new standard from the sector – colleagues in local government actively involved in the design of the standard, testing of the assessment process, website and self-assessment tool.
Important as we developed the new standard that it complemented the priorities of local government, so spoke with the Audit Commission about their priorities and the development of the CAA..
Also with CLG about the implications of the Strong & Prosperous Communities White Paper (now Local Government Act, Oct 07)
Had opportunity to work with CLG colleagues and an inspiring group of applicants on Transforming Services Beacon theme, which has shaped our understanding of challenges and best practice in the sector.
Identified links with some specific national indicators:
NI14 – Reducing avoidable contact (STA)
NI4 –Percentage of lpeople who feel they can influence decisions in their locality (PSA21)
NI5 – Overall/general satisfaction with the local area
Target: At least half a million public servants in accredited
organisations by 2010

13. His is what the website looks like
Straightforward to navigate and use

15. The SAT looks like this
Easy to register
Free to use
Can do it with a single co-ordinator, teams etc.
Recommend you take a look but work out who is going to add/evaluate the evidence.
Its as honest as you are – so take a critical look at what you’re doing and give yourself credit where its deserved.
Further information on the information Hub, elsewhere on the website

17. www.cse.cabinetoffice.gov.uk Recommend you log an and take a look
Will develop over time – keep looking as we’ll be updating it regularly with information I hope you’ll find helpful.
That’s a very brief overview – any questions?