Customer satisfaction refers to how satisfied customers are with the products or services they receive from a particular agency. The level of satisfaction is determined not only by the quality and type of customer experience but also by the customer’s expectations.
A customer may be defined as someone who:
- has a direct relationship with, or is directly affected by your agency and
- receives or relies on one or more of your agency’s services or products.
Customers in human services are commonly referred to as service users, consumers or clients. They can be individuals or groups.
The growth of the customer service culture in both the private and public sectors has led to increased expectations of high quality, individually tailored and seamless services.
An organisation with a strong customer service culture places the customer at the centre of service design, planning and service delivery. Customer centric organisations will:
- determine the customers expectations when they plan
- listen to the customer as they design
- focus on the delivery of customer service activities
- value customer feedback when they measure performance.
Why is it important?
There are a number of reasons why customer satisfaction is important to your organisation.
- Meeting the needs of the customer is the underlying rationale for the existence of community service organisations. Customers have a right to quality services that deliver outcomes.
- Organisations that strive beyond minimum standards and exceed the expectations of their customers are likely to be leaders in their sector.
- Organisations that provide high quality services instil confidence in their customers, stakeholder and their funders.
- Customers are recognised as key partners in shaping service development and assessing quality of service delivery.
The process for measuring customer satisfaction and obtaining feedback on organisational performance are valuable tools for quality and continuous service improvement.
What do I need to do?
In order to place customers at the centre of community services it is essential to:
- understand customer and community needs, value customer feedback and deliver services that meet the needs of the customer
- measure satisfaction levels and incorporate feedback into service planning and service improvement initiatives.
Understand your customers, from their perspective
Delivering a service that makes a positive impression on your customers starts with understanding what good service is from their point of view. What you do, how you do it, how well it's done and doing it consistently are fundamental to meeting expectations and satisfying needs.
Customer empowerment in service provision
- Ensure customers participate in the assessment and program planning process to create services tailored to their specific and individual needs.
- Ensure customers are well informed, and assist them to participate in decision making regarding the service they receive.
- Where appropriate, coordinate service plans for individuals to ensure a seamless service and assist with referrals to other agencies.
Measure customer satisfaction
There are a number of ways to determine what customers value and measure how satisfied they are with the services and products provided. The most direct way is to use surveys, questionnaires and interviews, focus groups, telephone surveys and feedback via email or the internet.
It is important to determine the purpose of measuring customer satisfaction and then tailor the collection of data accordingly. This includes determining the appropriate research methods and that a statistically sound sample is collected to measure and obtain an accurate picture of overall customer satisfaction.
The results need to be carefully analysed to ensure that opportunities for meaningful service improvements can be made.
Undertaking service improvement reviews based on the feedback provided strengthens overall customer relationships; trust and confidence will build as customers witness the impact of their feedback to improve service delivery.
The South Australian Government has purchased a licence for the Common Measurement Tool (CMT), and has adapted it to the local context to help improve customer service delivery in the public sector.
Non-government organisations (NGOs) are encouraged to use an adapted version of the same eight core CMT customer satisfaction questions to ensure consistency in the measurement of customer satisfaction.
Customer feedback and complaints
Customer complaints are a reliable method of obtaining feedback. A well handled complaint can inform the organisation of what it is doing wrong, help with making appropriate adjustments and lead to a more positive image with customers.
It is recommended that a complaints policy and process is developed by your organisation. These policies should be undertaken in conjunction with staff training and the development of customer centred culture which accepts complaints as a positive opportunity to engage customers.
Feedback and complaints processes should:
- be recorded and acknowledged
- be investigated to determine the cause
- be reported to senior management and the governing body
- result in the implementation of agreed actions obtained from feedback and complaints received
- ensure that outcomes are reported to the complainant in a timely manner.
In addition your feedback and complaints procedures should provide alternative options to the customer if they are not satisfied with the outcome, (ie Ombudsman, Health and Community Services Complaints Commissioner or other relevant advocacy service).
See the Service Excellence Program for more information.
References
Anderson K., Zemke R., (1991) Delivering knock your socks off service. Performance Research Associates, Inc. New York., USA
Customer Service good practice guide (2007), Government Reform Commission, Government of South Australia.
Kilner D., Were K., (2000) Pursuing customer satisfaction in the human services. Social options Australia, Stepney.S.Aust.
Passmore J., Ferguson S. (1994) Customer service in a competitive environment. Chartered Institute of Housing, Coventry
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