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CUS TOMER SERV ICE

STRATEGY

Customer Service Strategy

Table of Contents

IInntt rroodduucctt iioonn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2What is the City of Regina Customer Service Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2How was the Customer Service Strategy Developed. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

TThhee CCuussttoommeerr SSeerrvviiccee SSttrraa tteeggyy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Improvement Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Customer Service Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Employee Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Service Delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Corporate Customer Service Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

MMeeaassuurriinngg SSuucccceessss aanndd CCoonnttiinnuuoouuss IImmpprroovveemmeenntt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

IImmpplleemmeennttaatt iioonn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

AAcckknnoowwlleeddggmmeennttss . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

AAppppeennddiixx AA - Customer Service Standards Detailed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

AAppppeennddiixx BB - High Level Implementation Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

AAppppeennddiixx CC - Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

AAppppeennddiixx DD - Supporting Document Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

City of Regina 2

Customer Service Strategy

Introduction

The City of Reginas Corporate Strategic Plan represents a roadmap for the organization and communicatesour Vision, Mission and Values. The plan guides the administration by identifying our strategic priorities andunites us in working together to achieve our desired outcomes.

One of our corporate strategic priorities is Achieving Operational Excellence. This priorityfocuses on providing excellent customer service to our community. The Customer Service Strategy is one wayin which we will achieve excellence in customer service through:

Increased customer awareness and involvement Increased customer satisfaction Efficient, customer focused processes

As a large organization that provides service to manydifferent types of customers, we rely heavily on the supportand assistance of co-workers and internal support services.Interactions with co-workers are also customer servicesituations and the level of service we provide to oneanother internally is vitally important and impacts the endservice provided to our external customers.

Customer expectations are growing, and customersreceiving public services from their municipality expect thatthe services they receive will be superior to those they getfrom the private sector. As customer expectations grow andchange, the City of Regina is adapting and developing tomeet those changing needs.

What is the City of Regina Customer Service Strategy?

The Customer Service Strategy is a framework which sets out how we respond to our customers needs.

The overall objectives of the strategy are to: Reinforce a customer-focused culture. Set the vision, and establish the overriding principles and values which govern how we will develop and

deliver customer service. Respond to our customers expectations through the development of service standards and performance

measurements. Set out a plan for implementing and maintaining activities which improve customer service. Ensure that employees have the skills and knowledge required to provide excellent service to both

internal and external customers. Develop a continuous improvement and measurement framework to ensure progress, identify required

changes, and report on successes.

Customer service is everyones responsibility. Every time we interact with a member of the public or a co-worker we demonstrate our commitment to providing outstanding customer service. Leading by example,we can all make a difference and contribute to the success of this strategy.

The Customer Service Strategyreflects the people-centred andcustomer-focused approach ofour new organization.

We know that employeesatisfaction today influencescustomer satisfaction tomorrow,and the strategy helps us focus onboth employee and customerneeds.

Glen B. Davies, City Manager

City of Regina 3

Customer Service Strategy

How was the Customer Service Strategy Developed?

In June 2006, the City Manager committed to undertake the development of a Customer Service Strategy asan organizational priority. A process was developed and approved by senior management and the projectbegan in September 2006.

TThhee SSttrraatteeggyyss FFoouunnddaatt iioonnThe Citizens First study 1, conducted by Erin Researchfor The Institute for Citizen-Centred Service and TheInstitute of Public Administration of Canada, surveyedCanadians asking what specific improvements areneeded in public sector service delivery, anddetermined what contributes to high customersatisfaction.

The survey identified five drivers of customersatisfaction. The drivers are the variables in acustomers service experience that have the biggestimpact on satisfaction and, as a result, are the areaswhere improvement efforts make the biggestdifference. Consistently meeting these drivers resultsin higher levels of customer satisfaction.

This strategy was developed using the extensive and valuable input from employees and public focusgroups, and builds on the five drivers of satisfaction identified by the Citizens First research.

DDrr iivveerrss ooff CCuussttoommeerr SSaattiissffaaccttiioonn

1. Timeliness - I was satisfied with the amount of time it took to get the service.

2. Knowledge, Competence - I was served by knowledgeable, competent staff.

3. Courteous/Extra Mile - I was served by courteous staff that went the extra mile to help me get what I needed.

4. Fairness - I was treated fairly.

5. Outcome - I got what I needed.

1 Citizens First, The Institute for Citizen Centred Service and The Institute of Public Administration of Canada.http://www.iccs-isac.org/eng/default.asp

Successful organizations have onecommon central focus: customers. Itdoesnt matter if its a business, aprofessional practice, hospital orgovernment agency, success comes tothose and only those who are obsessedwith looking after customers.

Raving Fans. Ken Blanchard and Sheldon Bowles

City of Regina 4

Customer Service Strategy

How was the Customer Service Strategy Developed? (cont.)

In order to develop a comprehensive strategy, the Project Team undertook the following activities:

Conducted an analysis of our stengths, weaknesses, opportunities and threats concerning customer service. Both an internal and external examination of these factors took place.

Conducted employee and public focus groups designed to:

Gather feedback on current customer service perceptions. Identify customer service areas that are a challenge and may require improvements. Determine changes that could be made to strengthen customer service externally and internally. Identify how the organization could better support employees in delivering excellent

customer service.

Presented the purpose and objectives of the strategy to stakeholder groups.

Collected and analyzed information from the public sector on best practices in customer service.

Gathered feedback from Divisions to develop the customer service mandate,principles, corporate service standards, customer service goals, objectives, and action plans.

The Customer Service Strategy

Customer service means providing a high standard of service to customers whenever they are in contactwith the City and through whatever medium they choose to make that contact. The Strategy sets out a clearvision for the development and delivery of services, it establishes the principles which govern how wedevelop and deliver those services and the way in which we interact with customers and co-workers. Thestrategy provides a set of customer service standards that outline the expectations for employees of the Cityof Regina, and tells customers what they can expect when they interact with us.

The Strategy also identifies goals, objectives and action plans to improve and strengthen current customerservice provision in order to build a customer-focused organization that is aware and responsive

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