Meeting the Needs of the Customer: to ISO 9001 Standards

Michael Donohoe, Operations and Systems Manager (CYQ)

Introduction

CYQ

Specialist Awarding Organisation operating in the health, fitness and wellbeing sector

First specialist Awarding Organisation in this sector

Founded in September 1998

A social enterprise that forms part of the wider Central YMCA Charity

Approximately 400 active centres based in the UK and internationally

Over 50 qualifications (Levels 1 – 4)

Awarded ISO 9001 certification in December 2011

CYQ Structure

Introduction

Michael Donohoe

Joined CYQ in September 2007 as a Customer Support Advisor

Became Customer Support Manager in August 2008

Worked with CYQ Operations Manager to oversee the implementation of new systems between 2009 – 2010

Became CYQ Operations and Systems Manager in February 2011 and the Central YMCA Quality Management Lead in April 2012

Oversees system optimisation and development, manages operational budget and coordinates ISO 9001 internal audits

ISO 9001

ISO

International Organisation for Standardisation

ISO 9001

Relates to quality management systems

Internationally recognised

Helps ensure continual process improvement

Certification reviewed to ensure continued compliance

Delivering Excellent Customer Service

Key Principles

Understand the needs of your customer

Understand the quality of your service provision

Identify ways of closing the gaps

Implement improvements

Review performance

CYQ’s Systems

CRM – manages customer relations

Interactive database – manages learner registration and certification

Markit – manages assessment results

eAssessment – manages online assessment

eLearning – manages online learning

GP – manages centre accounts

System Integration

System Integration

Benefits

Saves time and money

Helps reduce SLAs

Less margin for error

Almost everything held centrally in CRM

Ease of reporting

Access information quickly and easily

Managing Centre Relations

Maintaining Accurate Records

CYQ launched its CRM system in January 2010

Information relating to contact details, staff, assessment bookings, invoicing, centre correspondence, qualification approvals and centre considerations held centrally

Core records are accessible to all members of the team, 24hrs a day

Reports and data exports available for huge volume of data

Managing Centre Relations

Dealing with complaints / issues

Complaints and/or issues captured and recorded in CRM

Follow-up tasks assigned to the appropriate member(s) of staff

Follow-up activities timeframed to ensure adherence to SLAs

Resolution(s) recorded in CRM

Information available for reporting (important for business intelligence)

Managing Centre Relations

Monitoring Service Levels

Adherence to key SLAs monitored on a daily basis

Level of urgency assigned to each individual task

Information on risk escalated early

Seasonal ‘choke points’ identified early to ensure sufficient levels of staffing

Performance against SLAs reviewed and revised where possible

Delivering on SLAs

Improvements

CertificationSLA: 15 working daysCurrent: 2 – 4 working day turnaround

RegistrationSLA: 5 working daysCurrent: Same day turnaround

ResultsSLA: 10 working daysCurrent: 3 – 4 working day turnaround

Importance of Competitive SLAs

Crowded marketplace with lots of consumer choice

Drives forward process and system improvement

Sets transparent benchmarks

Wins new customers

Keeps existing customers

Speed and Precision

Must always ensure continued regulatory compliance

Speed of turnaround must not be at the expense of accuracy

Strong processes and staff must underpin delivery of services

Reporting and Business Intelligence

Benefits

Understand your customers better

Identify specific needs and tailor service

Review and improve your customer service performance

Recognise opportunities

Identify trends

Improved planning

Reporting and Business Intelligence

Maintaining records and building useful reports

Hold information in the same place

Ensure a consistent method of data input / recording

Understand what you need to know, when, why and in what format

Build meaningful reports that update dynamically

Regulation

Conditions of Recognition

New Conditions published in May 2011

Purpose

Secure standards in the creation, delivery, assessment and awarding of qualifications and units

Ensure learners are treated fairly

Promote efficiency within the qualifications sector

Ensure value for money

Regulation and Business Decisions

Restrictions

Regulation brings standardisation of service

Policies and procedures very similar to competitors

Benefits

Sets clear parameters within which you can work

Discourages poor business practice

Opportunities

Creativity still possible within the parameters of the Conditions

The Future

New AOs entering the marketplace

Tighter regulation by Ofqual

More accountability

Higher visibility of regulatory intervention

Standards and accuracy more important than ever

The Future for CYQ

Increase portfolio of qualifications

Improve processes and procedures

More digital products and services

Further optimisation and understanding of current systems

Maintain ongoing regulatory compliance

Maintain ISO 9001 accreditation

Implement second Customer Care Improvement Plan

Thank you for your time

Q&A