Changing To A Customer Focus. 10 Lessons We ve Learnt Along The Way

Transcription

1 Changing To A Customer Focus 10 Lessons We ve Learnt Along The Way

2 About Leeds Federated Independent housing association Existed since mid 1970 s 4,000 properties, mainly in Leeds, but 400 in North Yorkshire and 100 in Wakefield

3 LEEDS FEDERATED S JOURNEY: 7 to 8 years ago. (some) Poor performance Poor satisfaction scores Little understanding of what was most important to customers

4 Key Moments Of Change: * : Collected 90% of the customer profile * : Set up a customer research programme * 2011 current: Started using the UKCSI index

5 LESSON 1: Ask: How customer focussed is your organisation s customer focus? Lens of the Organisation or Lens of the Customer? Do you have customer focussed strategies? Is customer satisfaction feedback Used as a Board level performance score? Used as a Staff Team performance score? Formally reported to Tenants?

6

7 Source:

8 LESSON 2: Do Best What Matters Most To Your Customers Find out what s most important to your customers and deliver it consistently well. For Leeds Federated = repairs as a service, but communication as theme cutting across all services. The most important thing in communication is hearing what isn't said. Peter Drucker

9 LESSON 3: Only Ask Your Customers Relevant Questions

10 LESSON 4: Turn Your Customer Feedback / Insight Into Action Madness is doing the same things and expecting different results Albert Einstein Use customer feedback and insight to focus on improvements, and make changes

11

12

13 LESSON 5: Keep Promises and Commitments Made Source: and

14 LESSON 5: Keep Promises and Commitments Made Source: and February 2013

15 LESSON 6: Make Services Easy For Customers Example: Leeds Federated Service Standards Moving from a process focus to a customer focus What The Organisation Wants: We previously had 102 different service standards predominantly process focussed (e.g. phones picked up in 10 rings, letters answered in 3 days etc) What Customers Want: Great Customer Experience: We ll deliver a great customer experience, making it easy for you to do business with us High Quality Services: We ll offer services that you want and need, and deliver them to a consistently high standard Listening and Learning: We ll actively listen to your opinions and involve you in developing and improving our services If We Get Things Wrong: We ll do our best to put things right for you if we make a mistake

16 LESSON 7: Impress Complainants - They Can Be A Real Asset (Source: Hi, I was in your Taunton store a couple of days ago and bought a sandwich. You ll notice from the photos enclosed that the sandwich was priced up on the shelf at 1.90 but scanned through at I would be grateful if you would refund the difference to me, preferably back to the payment card used. Regards, Bill Bennett PS: For the inconvenience I would also like a hand-drawn picture of a smiley dinosaur. I trust you will comply with this request.

17

18 LESSON 8: Be Flexible In Responding To Customer Needs How flexible is your organisation? For example: Call centre staff personally taking cash to a customer in need Customers bedding down in store during a freak snowstorm

19 LESSON 9: Question whether the sector is as good at service quality and customer satisfaction as it could be?

20 Satisfaction Index Housing League Table 50% 60% 70% 80% 90% 100% The league table contains UKCSI Satisfaction Indices of around 80 Housing Associations. This shows the average Housing Association result in context. Average Housing Association: 73.2% Source: UKCSI January 2013

21 Satisfaction Index League Table (all sectors) 50% 60% 70% 80% 90% 100% The league table contains UKCSI Satisfaction Indices of around 900 other companies. This shows the average Housing Association result in context. Av. Housing Association: 73.2% Source: UKCSI January 2013

22 Lesson 10: Keep Learning From Your Customers

23 Any Questions?