A practical approach to measuring customer satisfaction and what it tells you about your organisation

Transcription

1 A practical approach to measuring customer satisfaction and what it tells you about your organisation Peter Rowbotham Head of Customer Services, Harborough District Council Nic Streatfeild Sales & Marketing Director, ROL Solutions Ltd Serving the Citizen Efficiently through Multi-access Channels 24 th April 2007

2 Measuring customer satisfaction Some common approaches for measuring customer satisfaction include: Exit interviews Telephone surveys Postal surveys Mystery shopping

3 What are the issues? These traditional approaches can be very useful in the right application, but they have limitations: They are generally budget and resource intensive They are periodic, and results quickly go out of date They only sample small numbers of people, so the majority of customers views go unheard Customers are experiencing survey fatigue, making it harder to achieve high take-up and representative opinions It can be difficult to compare results: Over time Across channels Between local authorities

4 New Approach GovMetric rol is working with local authorities to develop a customer feedback service which: Is always on Is self-service for customers Achieves high-take up by customers Works across all channels and services Delivers consistent data enabling baselining, benchmarking and trend analysis Simplifies reporting This service is called GovMetric

5 GovMetric Overview Face to Face Telephone Web Quantity Quality Quantity Quality Quantity Quality CRM Telephony logs Queuing System CRM Web logs Performance management systems Intranet/Extranet esd-toolkit Cleaning GovMetric Database GovMetric reporting suite

6 New Approach GovMetric Customer satisfaction is measured face to face with intuitive and hardwearing touch screen panels

7 New Approach GovMetric Customer satisfaction is measured on the telephone with a simple, quick to use touch-tone system

8 New Approach GovMetric Customer satisfaction is measured on the website using eye-catching buttons that are placed on key web pages

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10 Where Are We Now? Early adopter programme Combination of county, district and unitary authorities using GovMetric Phase 1 (East Midlands): Charnwood Borough Council East Lindsey District Council East Northamptonshire District Council Harborough District Council Lincolnshire County Council South Holland District Council

11 Next phase Basingstoke & Deane District Council Charnwood Borough Council East Lindsey District Council East Northamptonshire District Council Harborough District Council Lincolnshire County Council Melton Borough Council North Kesteven District Council Nottinghamshire County Council Rutland County Council South Holland District Council South Kesteven District Council South Tyneside Council Sutton London Borough Council Waltham Forest London Borough Council SPIRE Homes

12 Harborough District Council Good practice and Innovation in the Heart of Rural England

13 Channel Usage Web is proving to be a key delivery channel contrary to popular opinion Varying volumes and ratios between the delivery channels

14 All Channels by Service Planning is the hot topic at Harborough

15 Channel Performance Web channel is the worst performing channel

16 Dissatisfaction across the channels Face To Face Telephone Web

17 By simple analysis of the reports: The Web Site is a priority for improvement Check navigation routes Moving to a new user friendly Public Access module Need to consider the resourcing of the web Transactional web site required Should the Web sit with the Communications or Customer Services Team not IT? (or work more closely) Use Gov Metric to monitor the effectiveness of the improvements

18 Using the same reports All Services - Web our priority - especially planning Benefits Telephone Planning Face to Face All services - Face to Face took too long All Services Tel & Face to Face - Excellent feedback regarding helpful Advisors

19 Inter-Channel Dependencies Channels will have a knock on impact on other channels Demand failure

20 Value Delivered by Customer Services Front-back office integration is important Customer Services functions add value to service delivery

21 Embedding Customer Services Gov Metric results are used at our Heads of Service meetings to provide evidence of customer perception of service delivery

22 Performance Management System Results are transferred to our Performance Management System (TEN)

23 Performance Management System Allows us to share the information with all staff and members

24 Satisfaction Data in TEN

25 How it looks in TEN

26 Key Benefits Enables detailed analysis of customer service performance and trends Helps identify what is working well prioritise what areas need further improvement Enables managers to make evidence-based decisions Enables measurement against service standards Easily benchmarked with other users (including costs) Informs the channel migration strategy and the shift to less expensive access channels Raises the profile of customer services internally Improves the customer s perception of the service

27 Thank you Nic Streatfeild t e. w. Peter Rowbotham t e. w.