Quality Progress - June 2015 - 55
BY LES SCHNOLL
How to bring back high-quality customer service
WE HAVE all heard the adage that the
This guidance can help to preserve cus-
minimal impact when it comes to organiza-
customer is always right. It's been drilled
tomer satisfaction and loyalty by helping
tions' day-to-day activities.
into our heads, and we are told that we
organizations resolve complaints effec-
will experience significant consequences
tively and efficiently.
should we fail to abide by that philosophy.
Trends and analysis
ISO 10003:2007-Quality manage-
While these standards may be a great place
Unfortunately, in the United States and
to start to build an organization's processes
most of the rest of the world, customer
lines for dispute resolution external to
for meeting or exceeding customer require-
service has all but disappeared.
organizations4 contains guidance on the
ments and expectations, it is basically left
resolution of disputes regarding product-
to an individual organization to implement
for poor customer service-Comcast and
related complaints that could not be satis-
those processes and determine suitable
You've probably heard of poster children
United Airlines, for example. You also have
factorily resolved internally. ISO 10003 can
metrics. Unfortunately, most domestic orga-
likely experienced poor customer service in
help to minimize customer dissatisfaction
nizations fail to measure the right things.
the past. It becomes more difficult to deal
stemming from unresolved complaints.
with each time you experience it.
ISO 10004:2012-Quality manage-
This is where an organization such as
the Institute of Customer Service (ICS),
based in London, helps to fill a void. Every
put up with the nonsense any longer. Orga-
lines for monitoring and measuring5
January, the ICS publishes a report, The
nizations doing business in the United States
provides guidance on defining and
State of Customer Satisfaction in the
must get their acts together and learn what
implementing processes to monitor and
United Kingdom. In the 2015 report, ICS's
customer service and satisfaction mean.
measure customer satisfaction and is
CEO Joanna Causon said:
Personally, I'm at a point where I will not
intended for use by organizations to satisfy
customers external to the organization.
These topics are lightly addressed in
One of the lesser-known series of interna-
U.K. customers are now, on average, less
satisfied with the service they receive
tional quality standards is the ISO 10000 se-
several other International Organization
than at any point since July 2010. I
ries, which relates to customer satisfaction.
for Standardization (ISO) standards such
believe that these results reflect pro-
These standards can be used individually or
as ISO 9001 and ISO 13485, but they are of
found shifts in the market environment.
organization's customer processes.
ISO 10001:2007-Quality management-Customer satisfaction-Guidelines for codes of conduct for organizations2 contains guidance on codes
of conduct for organizations related to
customer satisfaction. These codes of
conduct can decrease the probability of
problems arising and can eliminate causes
of complaints and disputes that can decrease customer satisfaction.
ISO 10002:2014-Quality management-Customer satisfaction-Guidelines for complaints handling in organizations3 contains guidance on the internal
handling of product-related complaints.
Deteriorating aspects of customer
experience / FIGURE 1
Average customer score in UKCSI
in combination to maintain and improve an
Competence of staff
Helpfulness of staff
Speed of service in person
Availability of support
Reputation of the
Ease of getting through by
Speed of response (writing)
Staff doing what they say
they will do (complaints)
Handling of the complaint
Speed of resolving your
UKCSI = U.K. Customer Service Index
June 2015 * QP 55
Table of Contents for the Digital Edition of Quality Progress - June 2015
Mr. Pareto Head
What’s Your Next Move?
Assessing the Landscape
Change in Flow
Quality in the First Person
One Good Idea
Back to Basics
Quality Progress - June 2015