Agenda item

Customer First Strategy Review

Minutes:

The Board considered a report regarding the proposed adoption of a new Customer Access Strategy to replace the existing Customer First Strategy.

It was reported that the focus of the original Customer First Strategy had been to improve the Council’s basic performance, particularly in terms of Best Value Performance Indicators, in order to achieve a “fair” rating from the Audit Commission. The Strategy had recognised however that the long term aim of the Council was to deliver both an excellent performance and an excellent customer experience.

Since the approval of the Strategy in March 2006, much had been achieved and considerable progress had been made. Despite these improvements however it was recognised that because the Council started from a low base, overall satisfaction with the Council and staff satisfaction remained low. Customer Access Focus Groups had taken place and these had indicated there was a need to become more responsive, to concentrate more on outcomes and to communicate more effectively. It was noted that the aim of the new Customer Access Strategy was to increase the focus on these areas over the next three years.

The Board noted that one of the key developments since the previous year was the launch of a new set of National Indicators, of particular relevance was National Indicator 14 which related to reducing avoidable Customer Contacts. It was noted that work was being undertaken on this issue and it was felt it would be useful to receive a further report evaluating the outcome of the investigations and considering what could be done to improve the results.

It was noted that within the Customer First Board Action Plan (action 86) there was a proposal to close the Cash Office at the Customer Service Centre at a later date. Members were concerned that this may have an impact on those customers who did not have easy access to alternative methods of payment and felt that this action should be reconsidered.

The Board queried the delay in undertaking training for middle managers to improve customer communication by ensuring all written correspondence is customer focused, clear and easy to understand (action 63). The Executive Director - Partnerships and Projects undertook seek clarification and to forward information on this matter to the Board.

RESOLVED:

(a) that the significant improvement in the Council’s customer performance over the past three years, particularly at the Customer Service Centre, be noted;

(b) that it be noted that whilst process times have generally significantly improved, customer satisfaction and staff satisfaction remain too low;

(c) that the recommendation from the Comprehensive Performance Assessment report that “a culture of customer focus should be fully established at all levels within the Council” be noted;

RECOMMENDED:

(a) that the proposed updated corporate customer standards as set out in section 5.22 of the Strategy be approved for inclusion in each Service Business Plan and for publishing to customers

(b) that the Strategy’s priorities for the year ahead be approved together with the detailed action plan to support the delivery of these priorities, subject to further consideration being given to the proposal to close the Cash Office;

(c) that the Strategy scorecard 2009/2010, including the customer measures be approved and that the distance the Council still needs to travel in order to become an excellent Council be recognised.

Supporting documents: