New national standard makes a mark on raising service
Customer service excellence is the key to success, according to public and private sector organisations signing up to a new national standard.
The Institute of Customer Service landmark formula, ICS ServiceMark, has a direct impact on profits and helps to put customers at the heart of business and town hall strategies.
Jo Causon
Providing world-class customer service in the current climate is increasingly the difference between success and failure, says Jo Causon, chief executive of the Institute of Customer Service. Long-term, it will make growth and stability more achievable.
Dozens of organisations have applied for ServiceMark accreditation, which offers a unique insight because the ‘voice of the customer’ is taken into consideration.
It helps organisations to identify where improvements are needed, develop action plans for customer service and raise performance and delivery standards. Organisations that achieve accreditation can display the distinguishing mark of service from the Institute – the professional body for customer service.
“Measuring what your customers think of you, acting on those results and placing the customer at the centre of your business will make the discernable difference,” says Jo Causon. “For consumers it is a sign these organisations really do put the customer first – and failing to meet customer expectations is not an option in a recession.”
Jo adds: “ServiceMark shows organisations of all sizes, in any industry, how good they are in customer service and areas where they need to improve and continually get right, to ensure they retain business by giving customers what they want.”
Achieving the ServiceMark standard is not easy – every organisation has to pass rigorous internal and external assessments – including a measurement of customer satisfaction.
ICS ServiceMark was launched earlier this year. So far the Royal Bank of Scotland, Scottish Water, East Riding of Yorkshire Council and Transform Sandwell are among those organisations that have already made their mark. Many more are working towards the accreditation.
Scottish Water aims to become Scotland’s most valued and trusted business and sees the ServiceMark as central to that goal.
Customer service director Peter Farrer says: “ServiceMark is a perfect fit for our customer service strategy and sets benchmark standards and values that align with our vision.
“Our customers are at the heart of everything we do and it’s vital that they have confidence in our ongoing commitment to provide the highest levels of customer experience and satisfaction.”
East Riding of Yorkshire Council is one of the first public sector organisations to achieve the national award and sees it as an opportunity to ensure the success of its leisure services.
