The journey to Customer Service Excellence

At City West we are striving to deliver services that are cost effective, excellent, fair and empowering, with the customer always the heart of what we do. With this in mind, we used the governments Customer Service Excellence Standard (CSE) model as a practical tool for driving customer-focused change within City West.

The CSE standard tests our services, with particular focus on delivery, timeliness, information, professionalism and staff attitude. There is also a strong emphasis placed on developing customer experience and customer satisfaction.

Before we even contacted the CSE, we completed a rigorous self assessment. City West’s Heads of Service were asked to carry out an assessment of their individual service areas. Progress with this project was monitored at the Customer Service and Choice Excellence Group, made up of staff and customers.

With the self assessment completed City West contacted the assessors and began the process of applying for the standard. The assessor’s initial impressions were that City West is a professional organisation, demonstrated good customer care and staff were polite, courteous and helpful.

A pre or ‘mock’ assessment was then arranged where City West would be assessed on the following areas:

Criterion 1 – Customer Insight

This criteria focuses on the importance of developing an in-depth understanding of our customers. This includes consulting customers and using the information we receive to design and provide services. It also covers the importance of monitoring the outcomes of our services and whether customers are satisfied with them.

Criterion 2 – The Culture of the Organisation

The transition to a customer focused culture can be challenging but at its core is a business model based on a detailed understanding of customers. In building a customer-focused culture, organisations look at how those who work within the organisation demonstrate the necessary values.

Criterion 3 – Information and Access

We know that information is vital to customers. They particularly value accurate and detailed information and this criterion aims to make sure that we have this in mind in everything we do. As a result, we need to focus on making sure that we consider this as part of an effective communication plan for consulting and involving customers, rather than seeing communications as a one-off exercise.

Criterion 4 - Delivery

This relates to how City West carries out our main business, the outcomes for the customer, and how we manage any problems that arise.

Criterion 5 – Timeliness and Quality of Service

This looks in more detail at the standard of services City West has relating to how we carry out our main business.

It was the assessor’s opinion, after these initial observations and a visit to our website that City West was in a good position to precede with a Desk Top Review and Assessment visit.

The Desk Top Assessment took place with the assessor reviewing evidence and challenging this with the project leaders. The assessor was happy with what he saw and recommended that City West should proceed with the on site assessment.

The Assessment visit took place over three days and included interviews with groups of customers, staff and partners.

City West issued thank you letters to staff, customers and partners who attended the interviews and gave their feedback to the assessors.

City West received confirmation that the organisation had been awarded the CSE standard with full compliance in the 57 areas of the assessment. The standard allows us to demonstrate the significant impact and improvements we have made in how we treat and deliver services to customers since transfer and provides a level of external validation to the greater customer focus we have applied to all areas of our service delivery.

Once we were awarded the Customer Service Excellence Accreditation we held a “purple” party to celebrate and thank those involved in the process. Customers and staff were informed about this outstanding achievement.

City West continues to focus on providing excellent customer service on an ongoing basis and looks forward to more feedback at the next assessment in March 2012.