Cabinet Office
For the surveys to lead to action, we need data at local management unit level, robust customer segmentation and an understanding of key drivers of a positive customer experience.
If we are to provide personalised services around the needs of individuals, it is important to develop a greater understanding of the needs and levels of satisfaction of the different groups of customers we serve. From the data currently available, there are some clear patterns. Least satisfied groups are frequently younger, based in London and from black and minority ethnic communities. We need to establish the reasons for these differences such as increased pressure on resources, different levels of customer expectations in order to redesign services to better meet their needs.
Furthermore, if we are to transform customer experience of public services, we need a solid understanding of what makes for a positive service experience. Our survey reveals that five factors are most important to customers across a wide range of public services. Most important is delivery, not just in terms of a final outcome, but in being perceived to keep promises and recover when things go wrong. This is followed, in order, by timelines, information, professionalism and staff attitude. We need to ensure that focus on delivery is supported by clear understanding of customers and attention to these factors if we are to see improvement over the next twelve months.