The East End Customer Service Centre - The Views of Users This Research was Designed, Undertaken and Completed by: For further information please contact Lisa Grabham on: (0191) 2773487 Email: lisa.grabham@newcastle.gov.uk February 1
It's much easier to use than the old Centre. The ticket system works well here. The ticket machine could be relocated as it can cause an obstruction for people waiting for a ticket. I don't like the seating area. It would be better if there was more room to stand. There should be more staff on the counters at busy times. I think it's 100% better than the old Centre. The Centre is much improved already. East End Customer Service Centre Users January 2
Contents Contents Pages Section One 4 Introducing the Research Section Two 5-18 The Findings of the Research Section Three 19 Concluding the Research 3
Section One Introducing the Research This report utilises 200 completed Customer Comment Cards collected in the week commencing 12 th January from the newly relocated East End Customer Service Centre located at Shields Road, Newcastle upon Tyne. The East End Customer Service Centre was originally situated on Shields Road, Byker and was deemed to be unsuitable in terms of size and condition of its building. The new East End Customer Service Centre replaced the old Centre following consultation with the local people, opening its doors on Monday 3rd November further down Shields Road at number 83-85. Opening times are currently Monday to Friday 8.30am to 4.30pm. This information forms part of a suite of research undertaken in Customer Service Centres in Newcastle upon Tyne. It supplements on-site detailed user surveys, mystery visits, statistical analysis of waiting and transaction times, staff and elected Member interviews, and surveys of non-users of Customer Service Centres. Notes o Grateful acknowledgments are extended to all users of the East End Customer Service Centre who participated in the survey. o Percentages have been rounded and may therefore not total exactly 100. o A copy of the questionnaire used is available on request (contact details on page 1). 4
Section Two The Findings of the Research The Gender of the East End Customer Service Centre Users At the East End Customer Service Centre the ratio of male to female customers continues to be notably oriented towards females. (See Table 2.1). Table 2.1 Gender Female 72 67 62 68 66 Male 28 33 38 32 34 At the East End Customer Service Centre a higher ratio of females to males continues to be evident. The Age of East End Customer Service Centre Users The age of users ranged from 16 to over 65, with approximately 40 under the age of fifty and 60% over the age of fifty. (See Table 2.2). Table 2.2 Age 16 to 24 7 8 5 25 to 34 11 14 10 35 to 50 24 26 27 51 to 64 23 22 25 65 and over 35 30 35 The ratio of customers using the East End Customer Service Centre is oriented slightly towards those over the age of fifty. 5
The Ethnicity of East End Customer Service Centre Users At the East End Customer Service Centre, the vast majority (97%) of users are White British. However, a decreasing proportion of minority ethnic customers can be noted. (See Table 2.3). Table 2.3 Ethnic Origin White British 99 99 95 91 97 Asian or Asian - - 3 2 2 British Black or Black <1 <1-4 <1 British Mixed - - - 2 - Chinese <1 - - 1 - Other - <1 3 <1 - At the East End Customer Service Centre, the vast majority (97%) of customers are White British. However, a decreasing percentage of minority ethnic customers is noted (3%). 6
East End Customer Service Centre Users with a Disability, Illness or Infirmity 37 had a long-standing illness, disability or infirmity. 80% of these users said that this was something which limited their daily activities. (See Table 2.4). Table 2.4 Disability/ Illness/ Infirmity No 65 61 67 57 63 Yes 35 39 33 43 37 At the East End Customer Service Centre 37% of customers have a disability, illness or infirmity, with the majority of these customers considering this to limit their daily activities. This is more than double the percentage for the area, which stands at 15%. The Residence of Users 41 were residents of Byker, with 17% from Walker, and 15% from South Heaton. (See Table 2.5). Table 2.5 Ward Byker 41 Walker 17 South Heaton 15 Ouseburn 12 Other wards 8 Walkergate 5 Outside of the city 2 Users of the East End Customer Service Centre are most commonly residents of Byker ward (41%). 7
How Customers Found Out About The East End Customer Service Centre At the East End Customer Service Centre, Council staff referrals (58%) dominated as the most common method of finding out about the facility. (See Table 2.6). Table 2.6 Source Referred by 10 7 20 25 58 Council staff Leaflet/poster/a 19 2 6 8 17 dvert Word of mouth 54 90 74 11 14 Other 17 <1 1 13 9 Newsletter - - - - 2 Information day - - - - <1 Live in the area <1 - - 43 - A number of different sources inform users about the East End Customer Service Centre. However, staff referrals now dominate as the most frequent method. 8
Frequency of Use of the East End Customer Service Centre At the East End Customer Service Centre, 71% of customers were using the facility at least every 2/3 weeks. This shows a very slight decrease on the comparable figure recorded in (63%). (See Table 2.7). Table 2.7 Frequency of use First visit 19 3 3 6 14 At least 47 58 54 48 60 weekly Every 2/3 17 20 11 15 11 weeks At least 15 16 21 18 10 monthly Every 2/3 2 1 3 7 3 months Less Often 1 2 8 7 3 Around 70% of customers are using the facility at least once every two to three weeks. 9
The Convenience of Opening Hours at the East End Customer Service Centre At the East End Customer Service Centre, the percentage of customers satisfied with opening hours was 99%, with a minority of customers specifying a preference for longer evening opening hours. (See Table 2.8). Table 2.8 Opening Hours Satisfied 97 99 97 94 99 Neither satisfied 3 1 - - - nor dissatisfied Dissatisfied - - 3 6 2 99 consider the opening hours at the facility to be convenient. Access to the East End Customer Service Centre Almost ALL users (100%) of the East End Customer Service Centre were satisfied with access to the facility. (See Table 2.9). Table 2.9 Access Satisfied 98 96 97 92 100 Neither satisfied 2 - - - - nor dissatisfied Dissatisfied - 4 3 8 <1 Almost ALL users (100%) are satisfied with access to the facility. 10
Ease of Use of the East End Customer Service Centre Almost ALL users (100%) found the East End Customer Service Centre easy to use. (See Table 2.10). Table 2.10 Easy to use Yes 99 89 99 94 100 No 1 11 1 6 <1 Almost ALL users (100%) consider the facility to be easy to use. Waiting Times at the East End Customer Service Centre The percentage of users waiting for ten minutes or less to be served was 94%. This is a figure which has remained steady since. However, 85% were being served within five minutes - a percentage which has decreased slightly. (See Table 2.11). Table 2.11 Waiting time Up to 5 minutes 6 to 10 minutes 11 to 15 minutes Over 15 minutes 96 94 94 89 85 3 4 4 9 9-2 1 2 3 - <1 2 1 4 85 during the survey period were served within five minutes at the East End Customer Service Centre. 11
Perceptions of a Reasonable Waiting Time at the East End Customer Service Centre Respondents most commonly advocated waiting for up to five minutes as reasonable (53%). (See Table 2.12). Table 2.12 Waiting time Up to 5 minutes 51 37 44 53 6 to 10 minutes 41 47 38 38 11 to 15 minutes 6 11 14 7 Over 15 minutes 2 5 4 3 53 consider a waiting time of up to five minutes as reasonable. 12
The Nature of Enquiries at the East End Customer Service Centre The East End Customer Service Centre continues to be most likely to be used to make a payment. (See Table 2.13). Table 2.13 Nature of Enquiry Payment 49 94 81 60 70 Council Tax 19-5 14 9 Other 8-5 5 4 Your Homes - <1 6 3 3 Newcastle Planning 1 - - 1 <1 application/ regulations Libraries - - - - 1 Housing 19 - - 17 - Education 3 2 - - - Employment 1 - - - - opportunities Housing Benefit - 3 7 - - At the East End Customer Service Centre users continue to be most likely to be using the facility to make a payment (70%). 13
The Helpfulness of Staff at the East End Customer Service Centre Almost ALL (100%) users found Centre staff to be helpful. (See Table 2.14). Table 2.14 Staff Helpful 99 100 97 97 100 Neither 1-3 1 - helpful nor unhelpful Unhelpful - - - 2 <1 User satisfaction with the helpfulness of staff stands at 100%. The Efficiency of Staff at the East End Customer Service Centre 99% of customers found Centre staff to be efficient. (See Table 2.15). Table 2.15 Staff Efficient 99 100 99 96 99 Neither 1-1 2 - efficient nor inefficient Inefficient - - - 2 <1 User satisfaction with the efficiency of staff stands at an increasing 99%. 14
Being Treated Fairly at the East End Customer Service Centre At the East End Customer Service Centre ALL users felt they had been fairly treated. (See Table 2.16). Table 2.16 Staff Yes 100 99 92 100 No - 1 8 - User satisfaction with fairness at the East End Customer Service Centre stands at 100%. Satisfaction with the Overall Service Received at the East End Customer Service Centre 99 of the East End Customer Service Centre were satisfied with the overall service they received there. (See Table 2.17). Table 2.17 Response Very 83 80 87 84 94 satisfied Quite 15 9 11 10 5 satisfied Neither 2 7 1 2 1 Quite - 3 <1 3 - dissatisfied Very dissatisfied - 1 <1 1-99 of the East End Customer Service Centre are satisfied with the overall service they receive there. 15
The Usefulness of On-Site Information at the East End Customer Service Centre 40 of this Customer Service Centre felt that the printed leaflets and information on display at the facility were useful. However, many respondents had not referred to them. (See Table 2.18). Table 2.18 Information Useful 83 13 26 52 40 Not useful 2-2 5 2 Neither 16 87 72 43 58 40 of the East End Customer Service Centre consider the printed leaflets and information on display to be useful. 16
Suggestions for Improvement A majority (90%) of all users suggested no improvements or additions to the Centre: it's fine as it is it couldn't be improved I think it's 100% better than the old Centre the Centre is much improved already it's much easier to use than the old Centre. The ticket system works well here. Comments and suggestions for improvement to the East End Customer Service Centre, given by a small number of respondents included: we need better parking facilities there should be another toilet at least in the Centre; one is not enough the ticket machine could be relocated as it can cause an obstruction for people waiting for ticket I don't like the seating area. It would be better if there was more room to stand there could be flowers to help brighten the place up there should be more staff on the counters at busy times a water dispenser is needed at the Centre the Centre could be open for a few hours on Saturday mornings turn the heat down a little because it's too hot seats in rows would be better than the current style of seats in circles. 17
Figure 2.19 summarises customer satisfaction with a number of aspects of Customer Service Centre provision at the East End facility. Figure 2.19 - The East End Customer Service Centre 100% 90% 80% 70% 60% 50% 40% 99 100 100 100 99 100 99 Satisfied Dissatisfied 30% 20% 10% 0% 2 Opening Access Ease use Helpful Effici... Fairly Overall 18
Section Three Concluding the Research Around five years after its inception, the East End Customer Service Centre continues to demonstrate a number of high levels of customer satisfaction and service. The current research reveals: o Continued usage by a significantly higher proportion of females than males; o A slightly higher proportion of use by those OVER the age of fifty; o A more than representative percentage of customers with a long-standing illness, health problem or disability at 37%. o Use by minority ethnic customers (3%). o Usage often by residents of Byker ward (41%). It is also notable that there remains a core of very regular users of the facility i.e. those using it at least every two to three weeks with 71% now classed as very regular users. Satisfaction with Opening Hours An increasing percentage of users (99%) now feel that the opening hours of the East End Customer Service Centre are convenient. Satisfaction with Access to Facilities 100 now feel that access to facilities at the East End Customer Service Centre is satisfactory, the highest figure since the research began. Helpfulness and Efficiency of Staff Perceived helpfulness and efficiency of staff edges stands at around the 99-100% mark, with the majority of customers finding the Centre easy to use and considering themselves to have been treated fairly. In relation to the latter two indicators, again increased satisfaction levels are again evident. Overall Satisfaction with the Service Received 99 now feel that they are satisfied with the overall service received at the facility, compared to 94% in. However, in the context of this increase it is interesting to note that customer waiting times would appear to have actually also increased with around 85% of all customers being served within a five minute time frame, a figure which compares with the 89-96% mark previously. 19