Quality Progress - June 2015 - 55

STANDARDS OUTLOOK BY LES SCHNOLL Disappearing Act 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 ment-Customer satisfaction-Guide- 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. 1 with each time you experience it. ISO 10004:2012-Quality manage- This is where an organization such as the Institute of Customer Service (ICS), ment-Customer satisfaction-Guide- 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 Service standards 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 8.5 Average customer score in UKCSI in combination to maintain and improve an Competence of staff Helpfulness of staff Product/service range Speed of service in person Availability of support (website) Reputation of the organization Ease of getting through by phone Speed of response (writing) Staff doing what they say they will do (complaints) Handling of the complaint Speed of resolving your complaint 8 7.5 7 6.5 6 5.5 5 4.5 4 Jan. 2013 July 2013 Jan. 2014 July 2014 Jan. 2015 UKCSI = U.K. Customer Service Index June 2015 * QP 55

Table of Contents for the Digital Edition of Quality Progress - June 2015

Up Front
LogOn
Expert Answers
Perspectives
Keeping Current
Mr. Pareto Head
What’s Your Next Move?
Like Abilities
Assessing the Landscape
Change in Flow
Quality in the First Person
Career Corner
Statistics Roundtable
Standards Outlook
Special Section
QP Toolbox
QP Reviews
One Good Idea
Back to Basics

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