Exceptional Customer Services
Zakki Ghauri
Parking Development Manager
Croydon Council
March 2011
Croydon
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Croydon covers an area of 87km2
Croydon has a population of nearly
340,000 and a working population of
160,000
Largest London borough by population
There are an estimated 13,000 businesses
in Croydon
Black Minority Ethnic (BME) communities comprise 36% of Croydon residents
Around 11,500 of Croydon's population
are over 80
There are currently 142,510 properties
in the borough
Services
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Consultations
Traffic Design
Pay & Display
Cashless Parking
Suspensions/Dispensations
Removals
Enforcement
Shopmobility Service
Companion Badges
Permits Processing
Abandoned Vehicles Service
Blue Badge Enforcement
Customer Service Case Study
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Angry and Upset Customer
Calmed situation
Sympathised
Gave customer advice
Reassured that we would look favourably on case
Outcome
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Circumstance didn’t allow PCN to be cancelled
Explained why
Turned into complaint
In financial dire straits!
Customer Services
“Customer service is a series of activities
designed to enhance the level of customer
satisfaction – that is, the feeling that a product or
service has met the customer expectation.”
- J. L. Scott. (2002)
Customer Services
• Feelings
– People
– Emotions
Customer Services
• Understanding
• Connecting
Identifying Customers
• Who are your customers?
– Residents
– Businesses
– Visitors
Identifying Customers
• Who are your customers?
– Demographical Profiling
– Communication
Identifying Customers
• Mosaic
– Profiling Customers
– Help us to understand our customers better
– Accessing of Information
– Service Provision
Communication
– Customer Engagement – Croydon Festival
– Online Survey
– Visiting Local Businesses
– Drop-in Sessions at Libraries & Town Hall
– Neighbourhood Partnership Meetings
Perceptions
• Negative Press
• Managing Expectations
– Neighbourhood Partnerships
– Online Survey
Surveys
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Where do you park most often when visiting Croydon Town Centre?
On street (in bays)
In car parks (please tick all that apply)
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Non-council run car parks in Croydon:
NCP – Wandle Road
NCP - Fairfield Halls
NCP - Whitgift
Q Park – Charles St
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NCP - St George’s Walk
NCP - Allders
NCP - Dingwall Road
Centrale Shopping Centre
Council run car parks:
Ann’s Place
Jubilee Bridge
Wandle Road
Factory Lane
Spice’s Yard
West Croydon
Vision and Mission
• Top Down Approach
Bottom Up
Side On Approach
Side On Approach
• Buy in from management
• Consultation with Staff
• Customer Led Approach
VISION
TO PROVIDE THE FLAGSHIP PARKING SERVICE PROVISION BY
UTILISING THE NEWEST TECHNOLOGY, BEING CUSTOMER FOCUSED,
TRANSPARENT, ROBUST IN ENFORCEMENT AND EFFICIENT IN
OVERALL SERVICE PROVISION.
MISSION
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Continuous maintenance of Parking Services
infrastructure
Provision of adequate parking allowance and easy
access to it
(Variety of parking permits and easy access to them)
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Comprehensive
Area Assessment
Customers
Best Value
Parking Services
Create a safe and efficient flow of traffic through our
Borough
Create the best possible Parking Services
infrastructure
(Bays, lines, signs, short term parking (P&D) and ICT)
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Performance
Framework
Effective and robust parking/traffic enforcement and
debt recovery
Transparent and professional consideration for
customers’ requests and complaints
Team Targets
Team Performance
Individual
Targets/
PDCS
Pillars of
Organisation
Infrastructure + Permits + Enforcement + Customer Care
Policy
Finance
Risk
Contracts/
SLAs
HR
Assets
Staff
• Front line most important
• Morale
• Training
Training
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NVQs
Collaborative Working with the Customer
Services Division
Mystery Shopping
Acknowledgement
• Internal
– Statistics
– PDCS Excellence
– Customer Service Excellence
– Manager of the Year
• External
– ISO 9001:2008 Accreditation
– Parkmark
– BPA Awards
Acknowledgement
• Continuous Improvement
• BPA Award for Customer Service