leadership in customer service: delivering on the promise
Post on 21-Oct-2014
24.740 views
DESCRIPTION
Leadership in Customer Service: Delivering on the Promise AccentureTRANSCRIPT
Leadership in Customer Service:Delivering on the Promise
GTEC October 2007
©Accenture - proprietary and strictly confidential
Agenda
4 Pillars of Leadership in Customer Service
Country Rankings
Key Findings
The Way Forward: Accenture’s Recommendations
©Accenture - proprietary and strictly confidential
Building trust through leadership in customer service is based upon 4 pillars of leadership in customer service.
©Accenture - proprietary and strictly confidential
2007 Country Rankings
©Accenture - proprietary and strictly confidential
2007 Country Rankings: Overall Service Maturity
89% 88%
79%75% 74%
64% 62%59% 59%
55% 53% 51%
45% 44%
38%33%
28%24% 22% 20%
14%
06%
Singapore
Canada
US
Denm
ark
Sweden
Norway
Finla
nd
Australia
UK
Japan
Irela
nd
Belgiu
m
Netherla
nds
Malay
sia
Germ
any
Portugal
France
Italy
Spain
Brazi
l
Poland
South
Africa
©Accenture - proprietary and strictly confidential
Components of Scoring and Country Rankings
SERVICE MATURITY
22) Poland
21) South Africa
20) Brazil
19) Netherlands
18) Italy
17) Portugal
16) France
15) Malaysia
14) Ireland
13) Finland
12) Belgium
11) Australia
10) Spain
9) Sweden
8) Japan
7) USA
6) UK
5) Norway
4) Denmark
3) Germany
2) Singapore1) Canada
22) South Africa
21) Portugal
20) France
19) Brazil
18) Germany
17) Italy
16) Poland
15) Spain
14) Malaysia
13) Ireland
12) USA
11) UK
10) Belgium9) Canada
8) Australia
7) Singapore
6) Denmark
5) Norway
4) Japan
3) Netherlands
2) Sweden
1) Finland
22) South Africa
21) Poland
20) Spain
19) Netherlands
18) Brazil
17) Italy
16) Japan
15) France
14) Belgium
13) Finland
12) Germany
11) Malaysia
10) Norway
9) Australia
8) UK
7) Ireland
6) Portugal
5) Sweden
4) Denmark
3) USA
2) Singapore1) Canada
CUSTOMER SERVICE MATURITY CITIZEN VOICE
RankingWeighting 10% Weighting 50%
RankingWeighting 40%Ranking
©Accenture - proprietary and strictly confidential
Citizens’ perceptions of their countries’ customer service performance.
©Accenture - proprietary and strictly confidential
11%
32%
31%
10%
8%8%
Government Service Provision vs 3 Years Ago?
A lot better(5)
Neither(3)
A little worse
(2)
A lot worse(1)
Don’t know
(Base: All Aged 18+)
A little better(4)
Q.17 Compared with 3 years ago, do you think your government is getting better or worse at providing customer service?
Q.10 Still thinking of the last time you required assistance from the government. How satisfactorily or not did the government meet your needs?
25%
55%
12%7%
1% Very satisfied
Fairly satisfied
Not verysatisfied
Not at all satisfied
Don’tknow
Satisfaction With Last Government Contact
Canada
©Accenture - proprietary and strictly confidential
*Percent of citizens saying government performed better versus percent saying government performed worse.
Comparison of citizens’ ratings of customer service performance of governments against private-sector industries.*
©Accenture - proprietary and strictly confidential
Customer Service Provision – Government vs Business in Canada
(Base: All Aged 18+)
Government does better Government does worse
Q.16 For each of the following types of businesses I read out, please tell me how much better or worse do you think your government is at providing customer service compared to that type of business?
Banks 36%
29%
Utilities 33%
19%
Mobile phone company 33%
23%
Retailers in town/city 28%
35%
Airlines33%
19%
On-line Retailers27%
24%
©Accenture - proprietary and strictly confidential
2007 Key findings
01 Know the customer’s needs
02 Make the connections
03 Align your people
04 Don’t do it alone
©Accenture - proprietary and strictly confidential
Know the customer’s needs.
Key finding 01
©Accenture - proprietary and strictly confidential
Knowing the customer’s needs is vital to true citizen-centricity.
• Most governments rely heavily on rudimentary customer segmentation techniques and simple customer satisfaction surveys to inform their service policies. Neither of these is up to the challenge of making government service truly citizen-centric.
• To break the citizen-centricity code, public service organizations must move beyond basic demographic categories and thinking of customers in more nuanced groups based on factors that include a citizens’ needs and intentions.
• Translating citizen understanding into service policy requires customer insight, and has clear implications for channel strategies – customers needs and expectations vary by channel.
©Accenture - proprietary and strictly confidential
Make the connections.
Key finding 02
©Accenture - proprietary and strictly confidential
It’s about the endgame of the customer service agenda –the outcomes.
• Many governments don’t even use the term “e-Government” anymore if they can help it - it’s increasingly about the systems and business processes and how everything connects together.
• Leading governments are now taking on the hard work of building an integrated, enabling back office that institutionalizes their service policies.
• Flexible architectures and interoperability are key. Common data stores, reusable components, open source systems and service-oriented architectures (SOAs) are vital to make variegated operations work as one.
©Accenture - proprietary and strictly confidential
Align your people.
Key finding 03
©Accenture - proprietary and strictly confidential
* Percentage of citizens indicating a preference for using each method to interact or transact with the government.
Despite the move to the internet, people are still key to providing customer service: What is needed now is an entirely new focus for public-sector employees.
Citizens’ preferred methods of interacting or transacting with the government.*
Global Canada
Telephone 34%
39%
Walk-in centre 30%
30%
Internet 17%
15%Email/mobile text or SMS 9%
8%
Post/mail 5%
3%
Other 2%
0%
It depends 2%
2%
Fax
Self-Service Kiosk
Q.6 What would be your preferred method of interacting with or making a transaction with, a government department or service?
©Accenture - proprietary and strictly confidential
Channels Government Should Invest Most Resources Improving in Canada
(Base: All Aged 18+)
Q.4 And which method of contact do you think the government should invest most resources improving?
Government walk-in centre/in person 19%
Landline telephone 39%
Post/Mail 4%
12%Internet
6%E-mail/Mobile text/SMS
2%Self-Service Kiosk
Mobile Phone2%
1%Fax
13%Don’t Know
©Accenture - proprietary and strictly confidential
Don’t do it alone.
Key finding 04
©Accenture - proprietary and strictly confidential
The traditional “push” model of public service versus the collaborative web of public service value.
©Accenture - proprietary and strictly confidential
The Way Forward:Accenture’s Recommendations
©Accenture - proprietary and strictly confidential
9 steps to building valuable customer service
Citizen-centric visionResults in better decisions
Step 1Refine your customer segment groups.
Step 2Develop an operating model that balances the customer experience with the cost to serve.
Step 3Use a more refined view of the customer to develop the channel strategies (including self-service offerings) that make the most sense for citizens and governments.
Build an actionable citizen-centric service vision.
High-performing workforceResults in better mindsets
Balance, align and renew
Enabling InfrastructureResults in better practices
Build the technology infrastructure to make the citizen-centric vision operational.
Step 4Define the processes and workflows needed to reach the vision…
Step 5…And don’t wait to get started putting them in place.
Step 6Take advantage of service-oriented architectures (SOAs) and shared services as flexible solutions to disparities in government infrastructures.
Build the high-performing workforce that can drive the vision through to fulfillment.
Step 7Diagnose your existing workforcesituation and identify and build critical skills to fill the gaps.
Step 9Retain top performers and motivate employees to maintain service levels and organizational performance.
Step 8Enable on-the-job support to improve performance and build a culture of collaboration.
©Accenture - proprietary and strictly confidential
“Our citizens are much more than customers…We have to treat them even better than we would customers.”
Mats Sjöstrand
Director General
Swedish National Tax Agency
©Accenture - proprietary and strictly confidential
Online:
www.accenture.com/lcs2007
Email:
Leadership in Customer Service:Delivering on the Promise
September 2007