Customer Experience in Local Government Presented by Andrew McMillan andrew.mcmillan@engagingservice.com 07572 188161
“If you think you’re in control, you’re not going fast enough.” Mario Andretti, F1 Racing Driver
Service or Experience
“ What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him. ” ……Harley Davidson
Service Delivery – The Options + Operational (Hard) – + Relational (Soft)
Great people when I want them, great technology when I don’t
New (Old) Values • An increasingly impersonal world • Customers want to be recognised as individuals • Processing, no matter how • sophisticated, will not suffice in the long • term
Customer Experience • Product or service • Channel (how easy are you to access?) • Process (how easy are you to do business with?) • Engagement (how did it feel?)
What is Customer Engagement? The experience delivered by the staff is so consistently good that the staff become the organisation or brand in the eyes of its customers
The Key Benefits • Improve staff experience • Reduced costs through improved productivity • Reduced costs through lower staff turnover • Improve customer experience • Reduced cost – right first time • Can be used to reduce complaints • Reduced cost through non-escalation of complaints
Cultural and Behavioural Change • This is not training • Training can improve service by setting standards of behaviour, teaching a tangible process such as how to use a system or answer a query • It cannot fundamentally change an organisation’s culture or the attitude of its employees towards customers and service
Six Steps • Define • What the organisation wants to be in terms of personality and behaviour for both customers and staff – this definition created by the staff that have to deliver it • Measure • Measure the outcomes of the desired behaviours to track progress and deliver improvement • Communicate • Internal communications delivered by the organisation’s managers to engage support for the change
Six Steps • Lead • Leadership focus to ensure progress and sustainability • Reward, recognition and appraisal • Recognition and appraisal to recognise behaviour not just performance • Recruitment and Induction • Based on the definition • Assessment half days • Competency interviews
Decide what you want to be known for...
Welcome, Wanted, Remembered, Cared For
People, Passion, Pride People: Everything we do is about people and values and respects people as individuals; those we work with and those we serve. Passion: We are passionate and enthusiastic about supporting each other, having fun when it is appropriate, and improving the lives of the people in Wiltshire. Pride: We are proud of our achievements as individuals, as a team, and the support we deliver for the community we serve.
Leadership and organisational development
People and their managers are working so hard to be sure things are done right that they hardly have time to decide if they are doing the right things.
Two Elements • What you do (management) • The way you do it (leadership)
Leadership • A highly visible example of what the organisation is aspiring to achieve at every management level – Leading people or managing tasks? – Challenge lies with opportunity, skill or ability? – Often up to 80% of activity doesn’t add value – What’s important? • Leadership focus can highlight areas for process and/or organisational development
Leadership Questions • Does the activity directly benefit the team? (Would the team agree if asked?) • Does the activity directly benefit customers? (Would they be prepared to pay for it?) • Is the activity business critical? (Would your business cease to trade?) • Is the activity related to strategic planning?
Leadership is a performance. You have to be conscious of your behaviour, because everybody else is.
Inspirational Leadership Communicate in person Walking the floor Visible presence MBWA
Reputation often arrives on foot and leaves on a fast horse!
John Lewis A Great Place To Work The Partnership’s ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. A Great Place To Shop The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service.
Hire For Attitude…… Fire For Attitude
Do What You Think Is Right
Are Your People a Good Experience?
Questions For All Of You • What is your purpose? • Why do you work here? • Why did you choose your career? • What do you most enjoy?
Your Options + Spectators Players Attitude Walking Dead Cynics – + Energy
100% Truthful…… 100% Kind
Customer comment – tangible • “It’s always the first place I go” • “I shop here for everything” • “Staff are continually helpful & have time for you” • “It’s the only store where staff are knowledgeable” • “Can get the same goods elsewhere but not the same level of service”
Customer comment – intangible • “A certain atmosphere when you walk in” • “JL is not just a shop - it’s like home!” • “I’ve known you all my life” • “Safe and comfortable” • “I trust the store” • “I feel at home”
Customer comment “.....it’s my spiritual home, when I die I’ve asked my husband to sprinkle my ashes here"
Random Acts Of Kindness • To tell Legendary service stories • Each branch to take the opportunity to do something out of the ordinary once a month • Random acts of kindness will then occur almost daily
.........in short • Defined values to engender employee engagement • Employee engagement to sustain quality of service • Quality of service to gain the trust of citizens • Trust creates the climate for co-operative working
Customer Experience in Local Government Presented by Andrew McMillan andrew.mcmillan@engagingservice.com 07572 188161
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