A toolkit for developing a customer centric organisation

This document provides a customer satisfaction ‘toolkit’. It is designed to help organisations to improve the experience of their customers by understanding how to take effective action to make their organisations more customers focused, to enable them to have satisfied customers by meeting their expectations and needs. The toolkit has been designed for ‘service’ owners in organisations. It is designed to be accessible to all those involved in improving the customer experience in organisations and to provide them with an understanding of how they can improve the customers experience. The toolkit provides guidance on developing some of the tools that organizations can use to support the transformation to a customer centric organization. Much guidance with examples is freely available on the web. Tools that can be used include questionnaires, complaints procedures, feedback forms, mystery shoppers, journey mapping, and focus groups of users. We can ask customers about their experience of using our services, we can experience or share their experience of using our services, we can learn from complaints made about our services and we can ask customers how they would like us to improve our services. The Toolkit provides guidance on carrying out surveys of customers and staff. However, it does not cover in detail technical matters such as sampling and interpreting data when carrying out surveys. Most organisations will need to employ consultants to carry out staff and customer satisfaction surveys, for example. However, the examples of customer charters, customer complaint procedures and customer feedback forms should be adequate for organizations to use as guides to develop their own.