Standards and Codes

The main use of service standards is as a tool to confirm to management that customers are receiving what they have been promised.

Service standards are usually defined in terms of:

• Timeliness:
  Implementation of precise timelines, for example; responding to a complaint must be decided before publicising this standard. Timelines for answering telephone calls; delivery times etc could also be set.
• Accuracy:
  Customers expect 100% accuracy at all times. Ensuring that services are always on time and accurate will encourage continuity of custom.
• Appropriateness:
  Ensuring that customers' expectations have been met, particularly in an enquiry situation will ensure customer satisfaction.

How do you create and implement a set of service standards?

• Management:
  Seek information from different levels of management.
  Each service standard must have a management owner who is accountable for its delivery.
• Employees:
  A valuable source of information as they interact with customers every day.
  Current performance should be cascaded down to all employees, with opportunities for discussion.
• Existing Customers:
  Rich source of information of customer expectations.
• Lost or Former Customers:
  Understand reasons why you lost their custom.
• Potential Customers:
  Information of why they are choosing to use other suppliers. Sales team may be able to help.
• Competitive Information:
  Mystery shopping and monitoring competitors' web sites and literature can reveal useful input.
• Regulatory Authorities:
  Activities of some types of business are governed by a regulator who sets service standards that must be used.

The numbers of standards you will have will depend on the size, diversity and complexity of the business. To begin with a small number of service standards to focus on the critical areas of your business should be implemented and should be performance monitored accurately. These should also be reviewed regularly, probably every 12 – 18 months.

There are national occupational standards in customer care which can be used to help identify the skills needed to achieve customer satisfaction, click this link for information - Institute of Customer Service Customer Care NOS