Customer Service Excellence in the Public Sector Pauline Cochrane Head of Events & Partnerships

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1 Customer Service Excellence in the Public Sector Pauline Cochrane Head of Events & Partnerships 11 October 2012

2 The Market 4.3m people employed across Europe Around 1m people in the UK 3% of the overall working population in the UK years old 850+ contact centres in membership 5,000+ individuals

3 About CCA Industry Council Senior thought-leadership forum Driver for CCA s research agenda 35 leading contact centre operators Research Agenda Futures Agenda 2012 Range of topic areas including future people, future technology and customer service excellence Outputs at Convention 6 & 7 Nov 2012

4 About CCA Customer Experience Council Focused on measurement of customer experience and customer satisfaction 50+ organisations Quarterly forum & networking sessions Online benchmarking programme BPO Council & Supplier Council BPO focused on UK as a global location Supplier Council best practice in procurement

5 About CCA CCA Standards Council Panel of experts to verify the accreditation Develop future versions Public and private sector organisations with long-standing experience in Standard Other industry bodies eg CIOBS, Ofcom, FSA

6 CCA Accreditation Services CCA Global Standard established for 11 years developed by industry for industry. A core set of principles used by a wide range of public and private sector organisations for continual improvement CCA Training Accreditation established for 10+ years university rigour for in-house training programmes at all levels

7 Some statistics about CCA Global Standard 180 organisations have successfully achieved CCA Global Standard across 390+ sites 100,000 agents have worked in a contact centre accredited to CCA Global Standard - approximately 10% of the agent population in the UK & Ireland 45% of these companies have held CCA accreditation for more than 3 years 39% of accredited companies have held an internal workshop to help their project teams implement CCA Global Standard

8 CCA Global Standard now in its 12 th year, and 5 th version a core set of principles used by a wide range of public and private sector organisations for continual improvement To date, over 180 organisations have successfully achieved CCA Global Standard across 390+ sites.

9 CCA Global Standard toolkit CCA Global Standard V5 document CCA Global Standard V5 guidelines CCA Global Standard gap analysis Module 1 Customer focus Module 2 Contact centre performance and operational effectiveness Module 3 Employee focus: recruitment, selection & retention strategies Module 4 Learning, development and employee performance management Module 5 Legislation, regulation and policies affecting your operation Module 6 Third party and managed relationships Module 7 Security and fraud prevention Module 8 Implementing and managing contact centre technology

10 How to begin... Internal planning & preparing workshop Identify your project leader & team Tailor workshop to meet your requirements Complete your gap analysis Independent Accreditation Submit your application to book your assessment date

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12 Standards in the Public Sector Varney Report Beginning of a journey of continual improvement Relevant for today s efficiencies agenda Importance of engagement

13 CCA Global Standard in the Public Sector

14 CCA Training Accreditation Training accreditation can be carried out against any in-house training programme induction training, manager training, etc Following successful accreditation, each individual who has completed the training course can be awarded a CCA certificate for their achievement

15 Training Accreditation Benefits RECOGNITION AS EMPLOYER OF CHOICE Accreditation of in-house training programme by independent assessor ENGAGE & MOTIVATE YOUR STAFF Recognition for employees on completion of the accredited training programme COST EFFECTIVE Assessment can be carried out alongside CCA Global Standard assessment

16 Spotlight on DVLA Objective to lead the public sector in the delivery of contact centre customer services Achieved CCA Standard in 2007 retained it year on year since Learned to quickly and effectively incorporate improvements to the centre as business as usual Importance of the role of the advisor 350+ individuals recognised and training certificates or diplomas issued

17 Spotlight on DVLA It has brought a great sense of pride and achievement to all in the centre. It provides recognition for a job well done and raises the profile of the centre among external parties in both private and public sectors. The work on customer focus has seen us achieve all of our customer service targets for the last 5 years.

18 Spotlight on NHS 24 Began their journey to be in line with government recommendations Sought recognition of operating to highest standard Challenged with contact centre operation but clinical skills and expertise Wanted consistency in approach across centres

19 Spotlight on NHS 24 The Standard is an excellent blueprint for best practice to measure one s service against. Also, we found that networking with other organisations who have either achieved the Standard or who, like us, were on the journey was invaluable. It s important for us within the service now, and for future development, that we exercise best practice and are recognised independently for doing so.

20 Spotlight on DWP The largest organisation private or public sector to hold the Standard Across 63 sites all DWP business units Sought a more structured approach Consistency to support their journey towards a virtual operation

21 Spotlight on DWP We had buy-in from the top of the shop and the management team at each of our centres, but winning over the staff was another issue. It took a lot of hard work and commitment to come up with an amazing number of inventive ways to sell the benefits and get people on board. Working together to share best practice was a clear benefit. This approach was really helpful as we transformed into a virtual operation.

22 Hints and tips... Using the network Share ideas around best practice No journey is the same An engagement tool for the centre and the wider business communication is key! Towards a common goal Clear benefits to the customer or citizen

23 Questions

24 Thank You!