|
|
Water Sector Needs To Go With The Customer Flow
As more and more attention is given to sensitive water issues, players in the water sector need to focus on the changing needs of customers and put in place appropriate benchmarking strategies to deliver business outcomes, according to water industry expert Pat McCafferty, General Manager, Strategy and Communications at Yarra Valley Water.
“Over the last decade there has been a key shift in customer service in the water industry, from a ratepayer mentality to the recognition that we have customers,” Mr. McCafferty said.
“We can no longer afford to take a passive reactive role, we need to be energised and take a proactive and advisory role.
“That’s what our customers are telling us. They have higher expectations from us than in the past and they want us to go beyond our traditional areas of problem response and billing enquiry answers to providing more durable solutions and advice.
“Water wholesalers and retailers exist because they have customers and our role is to contribute to the health and wellbeing of our customers.
“An ongoing emphasis for the industry will be to continually improve service and efficiency, together with providing sustainable water and sewerage services.”
An essential starting point for identifying improvements is customer satisfaction surveys.
“These surveys provide a platform for continuous improvement programs,” Mr McCafferty said.
“They help you understand what customers value and how they perceive your service.
“Armed with that information, you are able to compare your performance relative to your competitors’ as well as look outside your own industry for ways and means of improving service and efficiency.”
Customer satisfaction surveys play an important role in organisational strategic planning, and the overall direction of the industry as a whole.
“As a capital intensive industry, the results from customer surveys aid in prioritising where to make investments,” Mr McCafferty said.
“Customer preferences are a key input to where an organisation puts its effort.”
First Call Resolutions (FCR) is one area that can act as a key driver of improvement.
“Customers value FCR and any organisation contemplating research in this area should consider undertaking a benchmarking study,” Mr McCafferty said.
“A study of this nature will enable an organisation to obtain insights as to how their FCR rates compare and how other organisations are achieving high rates of FCR.
“They can then develop plans and strategies to address areas of weakness.”
Mr McCafferty points out for any customer service program, its real value comes with its evaluation.
“Research, combined with effective data collection and analysis of customer feedback provides insights into which tactics are helping an organisation achieve its customer service objectives, and those that are missing the mark,” Mr McCafferty said.
“Most importantly, it provides an independent perspective of your performance. The trick is to make sure you use a reputable organisation, with a wide cross-section of industry experience and understands the industry you work in, such as CSBA.”
CSBA has the expertise and experience to assist organisations effectively address important customer and organisational issues. It will work in partnership with your organisation to deliver the best results and ensure appropriate strategies that will fulfil corporate objectives.
Copyright 2008 Customer Service Benchmarking Australia | Privacy Policy | Online Marketing Strategy by LCubed