CEN TS 16880-2015 Service excellence - Creating outstanding customer experiences through service excellence《卓越服务 通过卓越的服务创造卓越的客户体验》.pdf

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1、BSI Standards PublicationService excellence Creating outstanding customer experiences through service excellencePD CEN/TS 16880:2015National forewordThis Draft for Development is the UK implementation of CEN/TS16880:2015.The UK participation in its preparation was entrusted to TechnicalCommittee SVS

2、/0, Customer service - Fundamental principles.A list of organizations represented on this committee can be obtained onrequest to its secretary.This publication does not purport to include all the necessary provisions ofa contract. Users are responsible for its correct application. The British Standa

3、rds Institution 2015.Published by BSI Standards Limited 2015ISBN 978 0 580 90150 8ICS 03.080.01; 03.100.99; 03.120.99Compliance with a British Standard cannot confer immunity fromlegal obligations.This Published Document was published under the authority of theStandards Policy and Strategy Committee

4、 on 31 December 2015.Amendments/corrigenda issued since publicationDate Text affectedPUBLISHED DOCUMENTPD CEN/TS 16880:2015TECHNICAL SPECIFICATION SPCIFICATION TECHNIQUE TECHNISCHE SPEZIFIKATION CEN/TS 16880 December 2015 ICS 03.080.01; 03.100.99; 03.120.99 English Version Service excellence - Creat

5、ing outstanding customer experiences through service excellence Excellence de service - Exigences et lignes directrices pour lexcellence de service en vue de crer lenchantement du client Service Excellence - Schaffung von herausragenden Kundenerlebnissen durch Service Excellence This Technical Speci

6、fication (CEN/TS) was approved by CEN on 7 October 2015 for provisional application. The period of validity of this CEN/TS is limited initially to three years. After two years the members of CEN will be requested to submit their comments, particularly on the question whether the CEN/TS can be conver

7、ted into a European Standard. CEN members are required to announce the existence of this CEN/TS in the same way as for an EN and to make the CEN/TS available promptly at national level in an appropriate form. It is permissible to keep conflicting national standards in force (in parallel to the CEN/T

8、S) until the final decision about the possible conversion of the CEN/TS into an EN is reached. CEN members are the national standards bodies of Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, Former Yugoslav Republic of Macedonia, France, Germany, Greece, Hung

9、ary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and United Kingdom. EUROPEAN COMMITTEE FOR STANDARDIZATION COMIT EUROPEN DE NORMALISATION EUROPISCHES KOMITEE FR NORMUNG CEN-CENE

10、LEC Management Centre: Avenue Marnix 17, B-1000 Brussels 2015 CEN All rights of exploitation in any form and by any means reserved worldwide for CEN national Members. Ref. No. CEN/TS 16880:2015 EPD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 2 Contents Page European foreword . 3 Introduction 4 1 Scope 6

11、2 Normative references 6 3 Terms and definitions . 6 4 Relevance and benefits of service excellence . 7 5 Principles of service excellence . 8 6 Service excellence model . 9 7 Elements of the service excellence model . 10 7.1 Designing and renewing outstanding customer experiences 10 7.2 Service exc

12、ellence vision, mission and strategy . 12 7.3 Leadership and management commitment 13 7.4 Employee engagement . 15 7.5 Service excellence culture . 18 7.6 Understanding customer needs, expectations and desires 21 7.7 Service innovation management 22 7.8 Managing customer experience related processes

13、 and organizational structure . 24 7.9 Monitoring service excellence activities and results 26 Bibliography . 29 PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 3 European foreword This document (CEN/TS 16880:2015) has been prepared by Technical Committee CEN/TC 420 “Project Committee - Service Excellence

14、 Systems”, the secretariat of which is held by DIN. Attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. CEN and/or CENELEC shall not be held responsible for identifying any or all such patent rights. According to the CEN-CENELEC Inter

15、nal Regulations, the national standards organizations of the following countries are bound to announce this Technical Specification: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, Former Yugoslav Republic of Macedonia, France, Germany, Greece, Hungary, Icelan

16、d, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and the United Kingdom. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 4 Introduction The competitive world in which customer expectations and be

17、haviour evolve has changed. Today, globalization, new technologies, education, information, transparency and the increased choice of products and services allow customers more freedom of choice. Every purchase and customer contact is a moment of truth. Existing and prospective customers are influenc

18、ed by the opinions of other customers, for example by their reviews on the internet. These reviews can have a disproportionate impact on an organizations reputation and its success or failure. Organizations often say they put the customer at the centre of their business. However, in competitive mark

19、ets it is essential to manage the whole organization around the customer and the experience offered. Organizations who know and do this will flourish. It is no longer enough for organizations to deliver the basic services and products expected by customers. To be successful and to stay ahead of comp

20、etitors, it is essential to delight customers by providing outstanding experiences. This is the objective of service excellence. This Technical Specification describes the principles, elements and sub-elements for creating outstanding customer experiences. The basic foundations of implementing servi

21、ce excellence are the two lower levels of the service excellence pyramid (see Figure 1). These are described in standards such as EN ISO 9001 and ISO 10002. This document deals with the upper levels which are: individual service (Level 3); surprising service (Level 4). Figure 1 Service excellence py

22、ramid1)1) Adapted from DIN SPEC 77224. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 5 These two levels create an emotional connection with the customer and lead to customer delight. The impact for the business is a strong brand image and attractiveness to new and existing customers as well as competiti

23、ve differentiation. Individual service (Level 3) is perceived by customers as warm, genuine, personalized and tailor-made. The customer experiences an emotional reaction by feeling valued. Surprising service (Level 4) is tailor-made and leads to emotions of surprise and joy. It is delivered by excee

24、ding customer expectations. This can be achieved by delivering unexpected outstanding customer experiences. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 6 1 Scope This Technical Specification sets out guidance for the implementation of service excellence in order to create outstanding customer experien

25、ces, exceed customer expectations and achieve customer delight. It does not focus on the provision of basic customer service which organizations should already have in place. This document applies to all organizations delivering services, such as commercial organizations, public services and not-for

26、-profit organizations. 2 Normative references None. 3 Terms and definitions For the purposes of this document, the following terms and definitions apply. 3.1 co-creation active involvement of stakeholders in service design, delivery and innovation 3.2 customer person or organization that could or do

27、es receive a product or service intended for, or required by, the person or organization EXAMPLE Consumer, client, end-user, patient, beneficiary and purchaser. Note 1 to entry: A customer can be internal or external to the organization. The output of each internal process is the input for the next

28、process. The next process is the internal customer of the preceding process. 3.3 customer delight emotions of pleasure and surprise experienced by the customer derived from either an intense feeling of being valued or by expectations being exceeded 3.4 customer experience perception by a customer ab

29、out their interaction with an organization, its products or services Note 1 to entry: An interaction is related to a customer journey or the whole relationship with an organization, its products or services. 3.5 customer journey complete sum of experiences of a customer when engaging with an organiz

30、ation, its products or services 3.6 employee engagement extent to which employees feel enthusiastic about their job, are committed to the organization and put discretionary effort into their work Note 1 to entry: Engaged employees are motivated to go the extra mile for customers and the organization

31、. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 7 3.7 satisfaction perception of the degree to which expectations have been fulfilled 3.8 service action of an organization to meet a demand or need 3.9 service excellence capabilities of an organization to consistently deliver outstanding customer experie

32、nces Note 1 to entry: Capabilities reflect the nine elements of the service excellence model and their interplay. 3.10 service excellence mission general expression of what an organization is committed to do to achieve the service excellence vision 3.11 service excellence strategy translation of the

33、 service excellence vision and mission into solid principles, objectives and actions in order to realize the envisaged goals 3.12 service excellence vision future aspiration of an organization that explains its existence and how it focuses on achieving service excellence 4 Relevance and benefits of

34、service excellence Some of the greatest challenges today are the growing demands, needs and expectations of customers and their reducing loyalty. As customer needs and expectations expand, organizations should concentrate on optimizing the experience, using innovation at all touch-points in customer

35、 journeys. Services should be continuously and consistently improved, in co-creation with the customer and all other interested parties. Service excellence describes a structured approach that enables the providing of outstanding customer experiences by individual and surprising service resulting in

36、 delighted customers. Consequently, service excellence leads to customer loyalty and improves business success. This cause and effect chain is shown in Figure 2. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 8 Figure 2 Service excellence effect chain Service excellence is a continuous process and requir

37、es investment in people, infrastructure and research. The organization can benefit from this investment in a number of ways, for example: competitive differentiation; higher growth of service excellence reputation; establishment and strengthening of long-term customer relationships (leading to a gre

38、ater propensity to remain, repurchase and recommend); cost-saving potential in the long term (e.g. lower failure costs, easier sale conversions and reduced advertising expenses for acquiring new customers); an excellent employer image (leading to improved recruitment opportunities, higher levels of

39、staff engagement and improved employee retention); improved customer co-operation and engagement. 5 Principles of service excellence The seven principles of service excellence are: a) Managing the organization from outside-in The organization should design the desired experience from the customers p

40、erspective. Once designed, resources and processes should be aligned. b) Customer intimacy The organization should strive for a superior level of individual personalization and be focused on the customer needs throughout. A strong relationship can be fuelled by continuous communication, which should

41、 reflect the customers desired level of interaction. c) People make the difference The engagement of everyone in the organization, including partners, in achieving customer delight is of key importance. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 9 d) Balanced attention to customers, employees and par

42、tners Customers, employees and partners are important and the organization should give a balanced focus of attention to them all. e) Integrated approach in order to deliver outstanding customer experiences The organization should work through customer journeys with an integrated cross-functional app

43、roach. f) Leveraging of technology Appropriate technology should be used to create outstanding customer experiences, for both staff and customers. g) Create value for stakeholders Delivering service excellence leads to additional sustainable value for stakeholders. Co-creation with stakeholders shou

44、ld be used to create enhanced value. Value can be monetary as well as non-monetary. 6 Service excellence model The service excellence model (see Figure 3) contains nine elements which lead to outstanding customer experiences and delight. PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 10 Figure 3 Service

45、excellence model The objective of customer delight is at the centre of the model and is surrounded by designing and renewing outstanding customer experiences (7.1). The additional eight elements (7.2 to 7.9) are equal with no sequence of implementation, and organizations can start from various point

46、s. These elements are grouped into four dimensions: strategic, cultural, innovation and operational. 7 Elements of the service excellence model 7.1 Designing and renewing outstanding customer experiences To achieve customer delight, an organization should design, implement and manage the delivery of

47、 outstanding customer experiences. This element is divided into four sub-elements: a) Designing and documenting the customer experience The targeted experiences should be designed from the customer perspective, including customer needs, journeys and the emotional results for both customers and staff

48、. The organization should PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 11 document these customer experiences. The document should take into consideration the objective of achieving levels 3 and 4 (see Figure 1). The document should include measures of success which evaluate the delivery of the targete

49、d experiences. The document should be reviewed on a regular basis to ensure changing customer expectations, competitor activities and innovation trends are reflected. Appropriate practices for implementation include, for example: 1) develop and use service blueprints: these are descriptions of customer journeys delivering the targeted customer experience; 2) research emotions during customer journeys; 3) use the critical incident technique: research customers that have experienced specific incidents to understand them and make an in-depth analy