OVERVIEW

The 2013 UK Customer Satisfaction Index shows that public services buck the overall trend of steady improvement in satisfaction levels. As sectors such as retail continue to rise, customer satisfaction in local public services has fallen. Both local and national public services form the bulk of a small, below average group that has significantly lower satisfaction levels than higher performing sectors. Every day customers are making comparisons between services and they are finding that, in the public sector, customer service comes up short. What can be done to make sure that expectations are met? In a time of constrained budgets and resources, why does customer service matter?

For the private sector, improved customer satisfaction reduces complaints and improves loyalty, and more satisfied customers mean more business. In a competitive market, going the extra mile in service means customers are more likely to use and recommend a service again. By getting it right first time, organisations do not have to spend time recovering mistakes or repeating processes that were incorrect in the first place. By listening to customers, organisations can deliver services that people want and value. With the raft of reforms in recent years, public services have been opened up to new and different providers, increasing the choice and competition in service delivery. Demand in many services is increasing, new technologies are changing how and when we access them, and expectations are rising. Public services simply cannot afford to stand still. The Mid Staffordshire scandal showed what can tragically happen when complaints are not acceptably dealt with and the customer's needs are considered secondary.

Channels of communication and service delivery are shifting in line with new technology; people are demanding faster and more convenient services. The latest customer insight tools and strategies can help gather information, reconsider current delivery models and engage with users to co-create services that better meet their needs. Customer feedback can help organisations better understand demand on the system, link up and integrate services to improve outcomes, and tailor services to meet the needs of different groups of customers.

Our second annual Excellence in Customer Service: A Driver for Better Public Services event will explore how good customer service can help design services that are better targeted, deliver real benefits for the customer and help reduce the cost to serve.