Change - Developing a Strategy to deliver improved Customer Service
- A Professional Medical Membership Organisation
- Developing a Strategy to deliver improved Customer Service
Business, Background & Objectives
Primeast were tasked with designing and delivering a short, high impact ‘customer culture’ change programme for directors, managers and staff.
The organisation had recently re-organised operations to create a more member-focused structure. An investment in customer service skills training had been made, and whilst this proved somewhat effective, membership turnover was still running at 10% year on year.
The programme we developed consisted of bespoke learning modules focusing on customer service in the context of a membership organisation. Part of the programme explored opportunities to identify ‘Moments of Truth’ - the experience its members and others had when they came into contact with any aspect of the organisation. Participants drew upon a range of feedback the organisation had received in order to identify where the critical moments were and to gain an insight into what was happening and what changes were needed.
Elsewhere, modules used the personal experiences of each of the participants by analysing their own customer service experiences using ‘Deep Dive’ creative thinking activities. These identified lessons that could be applied to their own behaviour and by the organisation as a whole.
The outcomes of the programme include the development of a new internal customer service strategy and an increase in the amount of personal contact members receive - particularly during the first 3 months of membership.