Policy Paper drafted for the IPSG Meeting 3-5 May 2007, Bonn

European Institute of Public Administration ( EIPA )

“From Customer Satisfaction Measurement to Customer Satisfaction Management”

2

DG resolution May 2006 and IPSG July 2006 To find and share good practices of satisfaction

measurement, Concentrate on questions of how the information

provided through these measurements is used in service improvements projects.

Consider the topics to be included in the possible future guidelines.

FOCUS

Conclusion: field of customer satisfaction to large and to important to narrow only to customer satisfaction surveys and measurement

3

AimFrom “Measuring” to “Managing” customer satisfaction

5 PartsPart 1: Changing place and role of the citizen/customer

Part 2: Why managing customer satisfaction?

Part 3: How customer Satisfaction Management is used for service improvement?

Part 4: How to manage customer satisfaction?

Part 5: Future lines of the Customer Satisfaction Management Project

4

Part 1: place and role of the citizen/customer

P o lic y d es ig n

D ec is io n

I m p lem en ta tio n /M o n ito r in g /S teer in g

E v alu a tio nP o lit ic s& C iv ilS er v ic e

C itizen /C u s to m er

C itizen /C u s to m er

C itizen /C u s to m er

C itizen /C u s to m er

5

Citizen / customers become: co-designer co-decider co-producer co-evaluator

Measuring customers satisfaction is only final stage

Input of citizen/customer in all stages = customer satisfaction management

6

Part 2: Why managing customer satisfaction?

Service / product management

Expectation management

Perception management

Satisfaction Management

7

Part 3: How customer Satisfaction Management is used for service improvement?

The CAF Model

LeadershipKey

PerformanceResults

Processes

People

Strategy & Planning

Partnerships& Resources

SocietyResults

Citizen/CustomerOrientedResults

PeopleResults

ENABLERS RESULTS

INNOVATION AND LEARNING

8

Part 4: How to manage

Manage in all stages co-designer

co-decider co-producer co-evaluator

Examples Focus groups / panels Customer journey mapping Front line staff experience Process analysis Mystery shopping Satisfaction survey …

9

Part 5: Future lines

Good practices (illustrations)

Guideliness (step by step / tool by tool)

Contact

CAF Resource Centre

European Institute of Public Administration (EIPA)

Public Management and Comparative Public Administration Unit

O.L. Vrouweplein 22 NL - 6201 BE Maastricht

Tel.: +31 43 3296 253

E-mail: n.thijs@eipa-nl.com

p.staes@eipa-nl.com

http://www.eipa.nl