Quarterly Network Meeting AUGUST 2014 MEASUREMENT & IMPROVEMENT IN LOCAL GOVERNMENT CUSTOMER SERVICE Mystery Shopping Program for Network Members

Quarterly Network MeetingAUGUST 2014

MEASUREMENT & IMPROVEMENT IN LOCAL GOVERNMENT CUSTOMER SERVICE

Mystery Shopping Program for Network Members

2National Local Government Customer Service Network Benchmarking Program · August 2014

TODAYS AGENDA

Background

Who is CSBA

Mystery Shopping Benchmarking for Network members

Program Approach & Methodology

Critical Success Factors

Questions


BACKGROUND

As part of its ongoing commitment to provide members with access to valuable resources, the Network is looking to partner with a supplier of mystery shopping and benchmarking services.

Previous partnership with another supplier ceased in recent years and now the Network seeks a supplier who can conduct robust assessments of the current customer experience provided by members and benchmark this against the sector and best in sector performers.

Customer Service Benchmarking Australia (CSBA) was asked to develop a program that would meet the needs of Network members now and into the future.

CSBA successfully helps many Local Government organisations across Australia to understand, measure and improve Customer Service on an ongoing basis.


Telephone Email Web Face to Face External

Quality Assurance

Mystery Shopping

Service Improvement Customer Satisfaction Satisfaction Driver

Analysis Common Measurement

Tool Industry Index Indicator Range of other data

capture methods

Customer Service Strategy Industry Benchmarking Service Standards Customer Service Team:

Evaluations Training Post-training assessment

Customer Research

ABOUT CSBA

We are a research-based consulting group, began operations in 1997. CSBA is recognised in Australia as a leading provider of customer service benchmarking.

We are committed to helping our clients:

- understand their customers’ expectations and experiences

- measure and track their customer service

- improve their customers’ experience.

We conduct a range of customer service measurement programs across private and public sector organisations.

Experience in integrating strategic and tactical solutions for a variety of organisations, including those in the Local Government sector.

We understand how to use information to help the Local Government sector develop a customer focused culture.

http://www.playford.sa.gov.au/

http://www.playford.sa.gov.au/


AIM OF THE NETWORK BENCHMARKING PROGRAM

The objectives of the Network mystery shopping benchmarking program are to:

Provide members with a cost-effective means by which to develop an understanding of the current level of customer service provided

Establish an independent measure of the consistency of customer service provided across channels including telephone, email, face to face and via the web.

Provide a benchmark of performance against the Local Government Sector and Best in Sector performers

Provide a baseline measurement for members of the customer service currently provided

Provide members with meaningful feedback and reporting


Provide members with a cost-effective means by which to develop an understanding of the current level of customer service provided

Establish an independent measure of the consistency of customer service provided across channels including telephone, email, face to face and via the web.

Provide a benchmark of performance against the Local Government Sector and Best in Sector performers

Provide a baseline measurement for members of the customer service currently provided

Provide members with meaningful feedback and reporting

BENEFITS OF THE NETWORK BENCHMARKING PROGRAM

A program that meets these objectives will deliver real benefits to Network members:

identifying strengths and opportunities for improvement

identifying service gaps and inconsistencies

enabling members to understand & improve KPI’s, reducing costs through greater efficiency in enquiry handling

establish meaningful performance standards, identify training & development needs – provide personnel with tools to deliver consistently high customer service

User-friendly information that can be disseminated to staff and used to drive

service improvement


Quarterly telephone mystery shopping benchmarking program for all participating members as standard. Measurement of customer service via other key channels such as face to face, email and website, is optional.

CSBA mystery shoppers will pose as genuine customers with general enquiries and conduct a minimum of:

Telephone mystery shopping (standard):

- n=30 calls to one line (Council’s main customer service enquiries line)

Face to face visits (optional):

- n=10 visits to one site

Email (optional):

- n=10 email assessments to one address

Website (optional):

- n=10 assessments of Council’s main site

CSBA’S METHODOLOGY



Approach

Experienced CSBA mystery shoppers contact Council requesting information or assistance with general enquiries according to pre-defined scenarios

Assessments conducted during weekdays (within normal business hours)

All assessments conducted in accordance with Australian Market & Social Research Society Guidelines

CSBA will provide each participating Council with a dedicated Research Manager to oversee program and ensure scenarios provide required outcomes

CSBA recommends participants run the program at least once/ year to allow us to track performance and provide meaningful and timely feedback

This information is then used, in direct discussion with each Council, to develop and implement steps toward achieving consistency and customer service excellence.



Mystery Shopping Scenarios

CSBA has developed standard mystery shopping scenarios for the Local Government sector

Scenarios are general in nature and reflect typical nature of enquiries received by Councils

Scenario consistency is key for benchmarking purposes.

Measurement Criteria

CSBA’s measurement criteria are well-established and comprehensively cover the metrics most critical to delivering customer service excellence and achieving customer satisfaction

Criterion is objective based, frequent calibration is conducted to ensure objectivity and consistency

In benchmarking the service quality of interactions, CSBA uses up to 40 different measurement criteria which are standardised and specific to each channel.

Wait Time

Agent Manner

Communication Skills

Getting Through

Greeting Skills

Enquiry Resolution

Service Delivery


PROGRAM DELIVERABLES

Benchmarking Report

All participating members receive a concise report including:

An executive summary

Analysis of all criteria for each channel/ department

Benchmark results against LG Sector & Best in Sector for telephone and comparative LG provider for other channels

Ranked performance within Local Government Sector

Specific recommendations for customer service improvement that will lead to an enhanced customer experience

Reporting extras incl. verbatim reports, CCR, call recordings.

Workshop – COMPLIMENTARY INTRODUCTORY OFFER

Half or full day workshop event managed by CSBA to;

Discuss participating members results and hear about trends & best practice case studies from customer service experts from the council sector.


SAMPLE REPORTING

SAMPLE DATA


SAMPLE REPORTING

SAMPLE DATA


SAMPLE REPORTING

SAMPLE DATA


SAMPLE REPORTING

SAMPLE DATA ONLY


PROGRAM TIMINGS

CSBA conducts mystery shopping programs on an ongoing quarterly basis. Fieldwork covers a 10-week period, however participants have ability to join at later intervals.

Members have the option of participating on an ongoing quarterly basis or opting in for single or multiple quarters at various intervals throughout the year.

PROJECT STAGEQuarter 1 2014-15

Quarter 22014-15

Quarter 32014-15

Quarter 42014-15

Participation confirmed 13th June 2014 29th August 201428th November

2014 13th March 2015

Finalise program details 16th June 2014 1st September 20141st December

201416th March 2015

CSBA conducts fieldwork30th June – 15th August 2014

15th September – 21st November 2014

12th January – 13th March 2015

6th April – 12th June 2015

CSBA conducts data analysis and develops reporting

8th September – 3rd October 2014

24th November – 19th December 2014

16th March – 10th April 2015

15th June – 10th July 2015

CSBA delivers quarterly mystery shopping report

w/c 6th October 2014

w/c 22nd December 2014

w/c 13th April 2015 13th July 2015


PROGRAM FEES

CSBA is offering discounted rates to Network members participating in the standard quarterly telephone mystery shopping program

Range of investment options; incentive increases with no. Participants, or member participation in multiple quarters during the same year.

Investment Assumptions

n=30 calls per Council to one line

Standard CSBA measurement criteria

Standard CSBA local government scenarios

No. participating network members

Fees per Council (excl. GST)

One Qtr Ongoing

1 – 4 councils $4,200 $3,570

5 – 9 councils $3,950 $3,357

10+councils $3,700 $3,145

Multi- channel/ department programs available

as part of standard approach;

• Face to face visits (n=10) – from $3,000*

• Email assessments (n=10) – from $1,200*

• Website assessments (n=10) – from $1,200** Prices quoted exclude GST


CRITICAL SUCCESS FACTORS

Communication from committee to network members

Active marketing via the NLGCSN website

Regular CSBA feature in network newsletters providing relevant Local Government case studies, sample reports, news & trends, and information on other valuable customer service improvement tools

Opportunity for CSBA to present at quarterly meetings

Tools and fliers to provide network members with key information and an easy way to get involved

CSBA to run workshops throughout year specifically for network members covering relevant topics including;

- Customer service training for frontline staff

- Complaints handling

- Topics can also be based on member feedback

Sponsorship of NLGCSN 20th anniversary awards in 2015.


BENEFITS OF THE PROGRAM

Clear picture of the current service experience and how this varies across channels

Understanding of what best in class service looks like and what is required to achieve it

Reduced number of repeat enquiries and complaints received

A resource to inform other parts of the organisation; demonstrating current performance on critical metrics from an independent source & illustrating where resources or support is required

A document to effectively discuss Council’s performance with peer organisations and help in understanding how others are progressing on the ‘customer service improvement’ journey

Improvement in customer satisfaction and employee satisfaction through independent feedback

Synergy within the organisation as departments work together to develop a “culture of customer service.”


CSBA to seek network member feedback & modify program approach as appropriate

Mid-August 2014

Committee to communicate to members & activate marketing program

Late-August 2014

Mystery Shopping Benchmarking program member participation confirmed

Quarter Two 29th August 2014

Quarter Three 28th November 2014

NEXT STEPS


THANK YOU

CUSTOMER SERVICE BENCHMARKING AUSTRALIA

Level 5, 10-16 Queen StreetMelbourne VIC 3000

t +61 3 9605 4900 | f +61 3 9620 7672www.csba.com.au

Sam MonteathSenior Account Manager

[email protected]

Documents

Quarterly Network Meeting AUGUST 2014 MEASUREMENT & IMPROVEMENT IN LOCAL GOVERNMENT CUSTOMER SERVICE Mystery Shopping Program for Network Members