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Purpose of the CSC
Continually seeking customer service improvement across Ordnance Survey and provide an experience that surpasses customer expectations.Through:
• Increasing customer satisfaction• Minimising cost to serve• Reducing transaction costs to the business• Knowledge transfer from the back to the front office• Constantly measuring service quality
Sales Admin
PA’s
A/c Support
Correspondence Agents
Order Processing
CustomerServiceCentre
Contact Centre
Business Improvement Admin support
Switchboard
Help lines Learning Centre
Complaints team
Sales contact database mgt.
After SalesAdministration
Customer Service Centre
Minimising the cost to serve…
+28.5%567,103441,806Order lines
+50%21,58523,434Correspondence
+30%106,24081,570CSC enquiries
+50%83,22855,375Telephone
-48%1,4272,761Complaints
+25%126,361101,112CSC transactions
-42.5%£10.06£17.51Transaction Cost
+56%89%57%Letters closed at FPOC
+27%86%68%Calls closed at FPOC
-73%1.9%7%Lost calls
-88.8%18secs161secsResponse times
+3.1%20,12119,542Trade orders
-28.2%£1,270,895£1,770,529Operating costs
-26.7%£1,191,504£1,626,771Salaries
-44.7%£79,391£143,748Budget
% VarianceMarch 2003March 2002Preceding 12 months to:
Minimising the cost to serve…Call volumes per month
Switchboard023 8079 2000
Consumer Help line08456 05 05 05
Business line023 8030 5030
International line44(0)23 8079 2912
After sales help line023 8030 5481
Welsh language08456 05 05 04
Contact Centre Agents
After Sales
Welsh language service desk
Contact Centre switchboard
Back office and SPOC
CSC Contact Centre
OS MasterMap Help line
023 8030 5520
Options Help desk023 8030 5501
StoracallOS MasterMap Help
line team
Options Help desk tea
No overflow
5000
5700
100
Negligible?
600
600
800
26
12,826
NSG HelpDesk023 8030 5230
LANA HelpDesk023 8079 2006
NSG Help desk
LANA HelpDesk
DOD
800
800
FAX line023 8079 2615
Relationship ManagementCustomer Complaints Procedure
LearningPreventative actionsTrend analysis
Sales activity log Procedure
Trend analysis - feedbackImprove access to dataLearning
Service delivery3% calls abandoned80% pickup within 30secs80% closure at FPOC80% pass on “K” tests
Business improvementInternal to CSCExternal to CSCF/B Office interfaceReduce impact on SPOC
Financial contribution
Customer satisfaction
Learning and Knowledge management
Internal business improvement
External surveys•Customer satisfaction•Event driven surveys
Internal surveys•Event driven surveys•Knowledge tests•Service related APM’s•CSC KPI’s
Brand
Service Excellence•Retention•Acquisition
Service relatedValue for money
Reduce transaction costsTo the business
Increasing customer satisfaction Minimising cost to serve
Improve closure at FPOC
Improve coststructure
Improve assetutilisation
Customer feedbackErrors and omissionsCall loggingPreventative actionsTrend analysis
CSC Learning CentreCCC SatisfactionKnowledge testResults moderationSkills training/matrixOS Call logger
CCC KPI’sResponse ratesAbandoned ratesClosure at F/SPOCagreed call back
Customer ComplaintsCustomer SatisfactionComplaints managementPreventative actionsTrend analysis
Bi-annual customer satisfactionsurvey
Product/BrandService/deliveryThird party service
ServicePrice
ProductDelivery
Distribution
CSC Strategy Map
Getting the customer from the front to the back office
Model process
Customer request
CustomerTelephone
EmailCorrespondence
FAX
Desk top research
Agent takes ownership and
refers to SPOC for expert advice
Agree ownership with A/C Manager or back office and advise customer
Forward to other Agency and advise
customer
Close request
Knowledge management
Initial training• Induction course• Technical training
• Desk top PC skills• Navigating the intranet/internet• Navigating CRM system
Ongoing training• Soft skills• Product briefings• Press briefings
Understanding demand
19.5%25.7%54.8%
0.0%0.0%0.1%0.0%0.0%0.0%100.0%I want to register for free maps
0.2%0.1%0.2%0.2%22.2%11.1%66.7%Licence queries
0.3%0.0%0.5%0.4%16.7%0.0%83.3%I want some data/a map for free
2.2%0.0%0.1%0.5%91.7%0.0%8.3%I want to register for OSMM
1.5%1.1%0.2%0.7%41.7%38.9%19.4%Licence cancellation
1.5%1.7%0.4%0.9%31.3%47.9%20.8%Customer detail changes
1.1%0.2%2.0%1.4%15.7%2.9%81.4%Website queries/problems
1.6%4.6%0.1%1.6%20.0%76.3%3.8%Returns
1.8%2.2%1.4%1.7%21.2%34.1%44.7%Copyright queries
1.0%0.1%2.9%1.8%10.8%1.1%88.2%Data and map retrieval technical problems
0.4%1.3%2.9%2.0%4.0%16.8%79.2%Invoice/Credit note query
1.4%0.5%3.1%2.1%13.1%6.5%80.4%Chasing outstanding action from OS
3.6%1.7%1.9%2.2%32.4%19.8%47.7%Licence set-up
2.7%4.2%1.6%2.5%21.1%43.0%35.9%I want to buy some data (one off)
8.0%0.5%1.7%2.6%59.7%4.5%35.8%I want to buy some data (contract)
6.2%2.7%1.9%2.9%41.3%24.0%34.7%Map and data inaccuracy/changes
4.5%1.1%4.2%3.4%25.6%8.0%66.5%Request for product advice - purchase
2.5%2.3%5.0%3.8%12.8%15.4%71.8%Delivery queries and problems
4.6%0.1%8.0%5.3%17.0%0.4%82.6%Switchboard - transfers
20.0%2.4%22.7%17.0%23.0%3.7%73.4%I want to buy a map
27.8%7.3%26.2%21.6%25.0%8.7%66.3%General help and advice
6.8%66.0%13.1%25.5%5.2%66.7%28.1%I want to place an order
EmailLetterPhoneTotalEmailLetterPhoneDemand
Demand profileChannel profile
Meeting demand
* Have a conversation -not just a phone call
* Use his name during the conversation* Take lots of notes
* Always give him a second contact if possible* Sit back in your chair
* If you do not have the information you need, tell him and offer to call back
* Relax and listen
* Avoid long silences* Do not assume
* Post call admin - do it now, before the next call, whenever possible
* If you are relying on a colleague to call him back, give him your name again, so he knows you are prepared to take responsibility
* Consider the pace and tone of your voice* Try not to confuse* If he hasn't given it -
ask his name * Yourself!
* Allow them to hang up first
* Make sure he has understood
* Talk to him as you search for an answer
* Use 'open' questions like: Who, How, What, When, Where?
* People like people who sound friendly, helpful, etc
* Your Phone
* Thank you* Tell him what happens next, if necessary* Stay positive* What would you like to
use the mapping for?* Create a positive impression* Your Screen
* Is there anything else I can help with today Mr Customer?
* Stay positive* Keep it simple* How may I help you?* Your Name* Your Desk
CLOSESUMMARYYOUR ANSWERFACT FINDINGINTRODUCTIONPREPARATION
Managing knowledge and learning
> 90%> 75%Role of Options Agents14
Continual assessmentTrainers desired level of achievementLetter/Email writing 9
Minimum 3.3 at 2nd Achieves minimum '3' at 1st assessment Customer communication8
Competent at 2nd LevelCompetent at 1st levelMapInfo7
Continual assessmentDemonstrates a thorough understandingMS Outlook6
Competent at 2nd LevelCompetent at 1st levelSAP5
> 80%> 75%OS MasterMap15
Role PlayAbility to deal with an emergencyMapping for Emergencies13
> 80%> 75%Data Collection12
> 90%> 75%Copyright11
4 Practical ScenariosDemonstrates basic knowledgeMap Reading/Small Scales10
> 85%> 75%Product Knowledge Test4
Continual assessmentAnswers all 5 questions correctly Business Objectives3
Total Confidence - DemoAbility to navigate confidentlyCSC Intranet pages2
Total Confidence - DemoAbility to navigate confidentlyOS Website1
Skill Level at 6 MonthsSkill Level at 3 MonthsLevel 1 Knowledge
Knowledge Transfer
•SLA’s between the front and the back office•Designated SPOC •Buddies•Induction course•Managing knowledge and learning•Measuring quality
Learning from the customer
Customer feedback• Enquiries• Comments and suggestions• Complaints• Errors and omission
All customer feedback is logged for action against service standards.
Setting the standard
Measuring quality to identify training need• Training evaluation• Knowledge tests• Customer satisfaction
Call pick up within 30secsLost calls < 3%Training evaluations
> 75% after 1st month> 90% after 3rd month
Customer satisfaction > 90%Closure at FPOC > 80%Complaints turnaround – 95% < 5 daysCorrespondence turnaround – 100% within 5 days
One1. B2. C3. D4. E5. F6. G7. H
One1. B2. C3. D4. E5. F6. G7. H
Two1. A2. B3. C4. D5. E6. F7. G8. H
Two1. A2. B3. C4. D5. E6. F7. G8. H
Three1. A2. B3. C4. D5. E6. F7. G8. H
Three1. A2. B3. C4. D5. E6. F7. G8. H
Four………1. B2. C3. D4. E5. F6. G7. H
Four………1. B2. C3. D4. E5. F6. G7. H
Corporate Balance Score
Card
Customer Satisfaction
Index
Customer Strategy Wheel
Business Health Check
Customer Satisfaction and CSC
KPI’s
Regular summary of key market feed back and satis-faction indicators
Research Tools (quantitative feedback)
Research Tools (qualitative feedback)
Event specific questions
CSC KPI’s
Other market research and feedback
Generic key questions Actions
Measuring service quality
Output
Coreproposition
Methodology
Attributes
Event driven – internal and external - to test product attributesProduct ResearchSales feedback
Bi annual customer satisfaction survey;Joint surveys; Event driven; Omnibus surveysMystery Shopping; Partner feedback surveysEmployee Surveys
Knowledge tests; CSC Complaints, KPI's;Order processing; Order dispatch; Order accuracyOrder re-supply; Credit notes; Feedback forms
Cha
nnel
Rel
atio
nshi
ps
Qua
lity
Flex
ibili
ty
Cov
erag
e
Del
iver
y
Business ImprovementCustomer Experience
AccuracyCurrencyFit for PurposeVisual Quality
Serv
ice
Res
pons
iven
ess
Pric
e
Lice
nsin
g
FormatEase of Use
GI RangeData coverage
SpeedAccuracy
ChoiceSpeedAccessibilityResponsiveness FriendlinessUnderstandingExpertiseInnovativeProactive
Ease of contactUnderstandingExpertiseInnovativeProactiveImpartialityListeningFlexibilityStick to DeadlinesRelevance of AdviceKeeping informedProduct ValueKnowledge TransferMeeting Your NeedsQuality of Output
Ease of contactUnderstandingComplaints HandlingExpertiseListeningFriendliness FlexibilitySpeed of ClosureQuality of Closure
Value for MoneyClarityCompetitive
ClarityEase to Set-upFlexibility
ProductChoiceValue
Event Driven Surveys
Balance ScorecardCustomer Strategy Actions
Measuring service quality
LicensingQuality
FlexibilityPr
ice
Coverage
Deliv
ery
ChannelRelationships
Service
Responsiveness
Measuring service quality
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Staff
Customer
LicensingQuality
FlexibilityPr
ice
Coverage
Deliv
ery
ChannelRelationships
Service
Responsiveness
Measuring service quality
Ordnance Survey is today celebrating the announcement of an outstanding fourth Charter Mark award.Britain’s national mapping agency is one of only a handful of public bodies in the country to win four successive “awards for excellence.”
Service excellence
Contact for further information
Customer Service CentreOrdnance SurveyRomsey RoadSOUTHAMPTONUnited KingdomSO16 4GU
Phone: 08456 05 05 05Fax: 023 8079 2615Email: [email protected] site: www.ordnancesurvey.co.uk CUSTOMER SERVICE EXCELLENCE
