EACO/CAK/ITU
Stakeholders
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Forum on Quality of Service
and Consumer Experience
By Carolyne Gathuru ICS Board Member
NOV 2015
Who is ICS Kenya?
• ICS Kenya is a professional body for Customer Service in
Kenya.
• It comprises of both corporate and individual members
with an interest in developing themselves, delivering
customer service best practice and entrenching a
culture of Service Excellence.
• ICS Kenya’s core mandate is based on Customer Service
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Advocacy
Rewards and Recognition
Membership Development
Thought Leadership
ICS Kenya Objectives
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Recognition and Promotion of Customer Service
professionalism.
Provision of networking, learning and development
opportunities to improve service delivery.
Awards and celebration of corporate and individual
customer service excellence.
Development of benchmarking services - development
and tracking of Kenya’s Customer Satisfaction Index.
Customer Service Accreditation services
Development and promotion of authoritative knowledge
through research for policy and making.
Customer Service training for improved business
performance.
Quality of Service and Consumer
Experience – The Who Factor
The Key elements of Customer
Feedback Management
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Customer Feedback Collection
Customer Feedback Collation
Customer Feedback Investigation
Customer Feedback Tracking
Customer Feedback Escalation
Customer Feedback Resolution
Customer Feedback Trending
Customer Feedback Reporting
The ‘Who’ Factor for Inclusion –
5 Key Questions
1. What – is the qualification and nature of persons
responsible for implementation and management of the
set standards?
2. Why – is it important to predefine the customer service
agent’s brand? What are the standards?
3. Who – is directly in charge? Who determines execution
effectiveness?
4. Where are people based issues channeled from the
different customer sources ( direct, written, walk in,
phone ?)
5. When – is the assessment carried out? Periodic?
Immediate? The standard needs to be defined.
Critical Success Factors for
Quality Standards Application
Determine the standard and train train
train for effectiveness.
Determine the alignment of specific
activities against the brand’s visionmission.
Determine the resolution mechanisms for
complaints and the escalation formula.
Critical Success Factors for
Quality Standards Application
Determine the critical need to ‘walk in the
customers’ shoes’ for empathy.
Determine the role of emotional
intelligence in the customer handling
process.
Determine the application of a solution
based nature for customer feedback
management.
Who Factor - Measurement
Monitoring and Evaluation
• Measurement
– Determine how much of the feedback received is
people based vs. process based and determine the
baseline.
• Monitoring
– Monitor the trend over time and institute a
performance against target over a period for the
people based issues.
• Evaluation
– Determine progress and rework the target based on
outcomes and/or make resolute decisions.
Feedback Ranking/Rating
• Key factors to consider when ranking/rating people based
feedback
– What is the level of seriousness of the complaint? How is this
scale determined?
– How far reaching is the complaint? Scope?
– How far reaching is the complaint? Depth?
– How recurrent is the complaint? Frequency?
– What is the focal point of the complaint?
– How quickly is the complaint resolvable? Short? Long? Medium
Term?
– What escalation level does the complaint require? Top
leadership?
– What budget does the complaint require for resolution if any?
Documentation of the Standard
• Documentation of the standards applicable to
the staff implementing the quality policies is
key for success.
• The cycle from recruitment
training
application
monitoring
evaluation
correction
reapplication
standardization of practise, must be defined
and measurable.
“When complaints are freely heard,
deeply considered and speedily
resolved, then is the utmost bound of
civil liberty attained that wise men
strive for”
John Milton