1. A Primer on Customer Satisfaction Management
“Presentation of the draft version to the Customer Satisfaction Expert Group – Ljubljana 3rd April 08”
Nick Thijs
Patrick Staes

2. overview Background – Where do we come from
Ambitions / objectives of this EU Primer
General idea: “from measurement to management”
Construction of the Primer (outline)
… Next Steps ?
CAF Resource Centre at EIPA

3. 1. Background – where do we come from ?
DGs’ resolution of May 2006 : collection of best practices and the preparation of guidelines for questionnaires to measure customer satisfaction
During the Austrian (first half 2006), Finnish (second half 2006) and German (first half 2007) Presidencies, initiatives were taken to address these aspects and decision to broaden the topic
Portuguese Presidency (second half 2007) :
(1) Customer Satisfaction Expert Group of IPSG agreed getting an overview across member states (study)
(2) Creating an EU version of the UK primer (Cabinet Office 2006)
CAF Resource Centre at EIPA

4. 2. Ambitions / objectives of this EU Primer
“…by this publication the place and the role of citizens/customers in customer satisfaction management is more clear, and public service organisations all over Europe have some practical guidelines on the way to Customer Satisfaction Management.”
Combination of strategical and operational level – theory and practice
Bringing in practical cases from all over Europe
Linking with other EUPAN (IPSG) work / products
Work on the Charters
Work on QC’s
Work on the CAF
CAF Resource Centre at EIPA

5. 3. General idea: “from measurement to management”
CAF Resource Centre at EIPA

6. Customer satisfaction Customer satisfaction
management
CAF Resource Centre at EIPA
Customer satisfaction
measurement
Changing place and role of the citizen/customer !

7. 4. Construction of the Primer: The different parts
Part 1: The changing face of public services and the role of the citizen/customer
1. Different Game, different rules: A Changing Context, a Changing Public Sector
2. Why manage customer satisfaction
3. Different faces of citizen/customer & the nature of public service(s)
3.1. The different faces
3.2. Public and private service delivery
3.3. Service and Products
CAF Resource Centre at EIPA

8. Part 2: Understanding Customer Satisfaction
1. The role of expectations and perceptions
1.1. How are expectations formed
1.2. Perception and the Servqual-model
2. Dimensions and determinants of service quality and satisfaction
2.1. Determinants of quality in Servqual
2.2. Other Dimensions and determinants
2.3. The Importance of Factors
3. Impact of factors
3.1. Type of quality factor
3.2. Sensitivity of factors
CAF Resource Centre at EIPA

9. Part 3: From Satisfaction Measurement to Satisfaction Management
1. The changing place and role of the citizen/customer
2. From Design to Co-design
3. From Decision to Co-decision
4. From Production to Co-production
5. From Evaluation to Co-evaluation
6. Where are we now and where do we want to go ?
CAF Resource Centre at EIPA

10. Part 4: How to measure and manage customer satisfaction
1. Develop a strategic framework for service user consultation
2. Use appropriate methods
3. Ensure methods used are fit for purpose
4. Rethink representation
CAF Resource Centre at EIPA

11. 5. Different methods gaining insight
5.1. Front line staff information of citizen/customer insight
5.2. Satisfaction Surveys
Quantitative methods
General satisfaction surveys and opinion polls
Different types of surveys and the pros and cons
Questions before starting a survey
5.3. Customer journey mapping / Process analysis
5.4. Usability testing and website analysis
5.5. Consultation
5.6. Using ICT to gather service user feedback
5.7. Citizen/customer panels
5.8. Group interviews and Focus groups
5.9. Mystery shopping
5.10. Citizen/Customer charters
5.11. Using Comments, Compliments and Complaints as feedback
5.12. Open Space Technology / World Café
5.13. Segmentation
CAF Resource Centre at EIPA

12. Part 5: Using customer satisfaction management for improvement
1. Improving service and service delivery
2. Organisational Improvement
2.1 History and context of the CAF
2.2. The theoretic model
2.3. How to apply the CAF-model
3. Communicating findings and actions
CAF Resource Centre at EIPA

13. Finalizing Primer and approval by IPSG (12 & 13 May)
5. Next Steps ?
Finalizing Primer and approval by IPSG (12 & 13 May)
Publication for 5QC (English / French) ?
Infoshop at 5QC
CAF Resource Centre at EIPA

14. Comments ? Questions ? Missing / To add ? To change ?
CAF Resource Centre at EIPA

15. Contact CAF Resource Centre
Patrick Staes – Nick Thijs – Ann Stoffels – Lena Heidler
European Institute of Public Administration (EIPA)
Public Management and Comparative Public Administration Unit
O.L. Vrouweplein 22 NL BE Maastricht
Tel.:  253