1、BSI Standards Publication Service excellence Creating outstanding customer experiences through service excellence PD CEN/TS 16880:2015National foreword This Draft for Development is the UK implementation of CEN/TS 16880:2015. The UK participation in its preparation was entrusted to Technical Committ
2、ee SVS/0, Customer service - Fundamental principles. A list of organizations represented on this committee can be obtained on request to its secretary. This publication does not purport to include all the necessary provisions of a contract. Users are responsible for its correct application. The Brit
3、ish Standards Institution 2015. Published by BSI Standards Limited 2015 ISBN 978 0 580 90150 8 ICS 03.080.01; 03.100.99; 03.120.99 Compliance with a British Standard cannot confer immunity from legal obligations. This Published Document was published under the authority of the Standards Policy and S
4、trategy Committee on 31 December 2015. Amendments/corrigenda issued since publication Date Text affected PUBLISHED DOCUMENT PD CEN/TS 16880:2015 TECHNICAL SPECIFICATION SPCIFICATION TECHNIQUE TECHNISCHE SPEZIFIKATION CEN/TS 16880 December 2015 ICS 03.080.01; 03.100.99; 03.120.99 English Version Serv
5、ice excellence - Creating 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 Excellenc
6、e This Technical Specification (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 th
7、e CEN/TS can be converted 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
8、 parallel to the CEN/TS) 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,
9、 Germany, Greece, Hungary, 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 KOMIT
10、EE FR NORMUNG CEN-CENELEC 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 E PD CEN/TS 16880:2015CEN/TS 16880:2015 (E) 2 Contents Page European foreword . 3 In
11、troduction 4 1 Scope 6 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 experie
12、nces 10 7.2 Service excellence 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 exper
13、ience related processes 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 Committ
14、ee - Service Excellence 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 t
15、o the CEN-CENELEC Internal 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,
16、Greece, Hungary, Iceland, 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 custo
17、mer expectations and behaviour 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
18、 customers are influenced 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. Howev
19、er, in competitive markets 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 an
20、d to stay ahead of competitors, 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 foundation
21、s of implementing service 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
22、1 Service excellence pyramid 1)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 custom
23、ers as well as competitive 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.
24、It is delivered by exceeding 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 outst
25、anding customer experiences, 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, pub
26、lic services and not-for-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 organ
27、ization that could or does 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
28、 the input for the next 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 per
29、ception by a customer about 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
30、engaging with an organization, 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 custom
31、ers and the organization. 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 outs
32、tanding customer experiences 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 str
33、ategy translation of the 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 Re
34、levance and benefits of 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
35、touch-points in customer 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 surpris
36、ing service resulting in 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 conti
37、nuous process and requires 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 relatio
38、nships (leading to a greater 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 opportun
39、ities, higher levels of 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 experie
40、nce from the customers perspective. 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 com
41、munication, which should 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 cust
42、omers, employees and partners 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 integra
43、ted cross-functional approach. 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-creatio
44、n with stakeholders should 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
45、 (E) 10 Figure 3 Service 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
46、 start from various points. 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 a
47、nd manage the delivery of 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
48、 both customers and staff. 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 th
49、e delivery of the targeted 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 m
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