Customer service is too often seen as a necessary evil in many companies something that is needed in order to deal with 'them' and that requires an expendable workforce to stop customers getting in the way of day to-day work.

It's a dangerous and seemingly innocuous trap to walk into but one that can prove very difficult to get out of. An indication, perhaps, of a need for a more holistic approach to customer services.

Recently, the Institute of Customer Service announced the launch of a national customer service index (CSI). Loosely inspired by an index that has been running for several years by the American National Quality Research Centre, its findings over the past 11 years indicate a direct correlation between a high scoring CSI and a healthy, stable economy.

The figures show that poor customer service leads to a fall in spending and an inevitable slow down in the economy. The same is true in reverse, with good service leading to increased spending. In order to provide good service, however, a customer service department needs more than a good team of people who remember to smile while talking on the telephone.

They need the support and understanding from an entire organisation, one that accepts each and every individual as playing a part in providing good customer service - whether or not they ever talk to a customer.

Every decision, every policy, every plan ever put into place eventually impacts on the customer and dictates the parameters the customer service staff have to work within.

Given that it has long since been proven it is cheaper to retain existing customers than entice new ones and that existing loyal customers prove to be more profitable, it is not only prudent to exceed customer expectations but should also be considered part of the corporate strategy.

A recent study proved that, all things being equal, experiences rate higher than material possessions.

This may seem like confirmation of common sense, but factor in a world where the service industry is overlapping into most, if not all, others and it takes on a different context.

When free markets are based on the quality of the services they provide, those business that do not incorporate customer services as part of their strategy will undoubtedly find themselves left behind.

City & Guilds extends the customer ethos

Like any large organisation, City & Guilds is not immune to the inherent problems found in focusing an organisition's priorities, but a course has been set which will incorporate  significant changes. In the very near future, customers will have greater access to the information and services that City & Guilds provides as we extend the traditional model of a dedicated contact centre.

This is not to say that we want to get away from customers, quite the opposite. Rather, with the new systems that are soon to be introduced, City & Guilds is looking to empower its customers so that our online systems not only extend our own systems but our customers' as well. The drive to extend the ethos of customer service through the rest of City & Guilds is also ongoing.

The statistical evidence that Customer Relations has been able to present to the organisation has helped tremendously in raising awareness for good customer service to be paramount in everybody's minds. New employees have the opportunity to spend some time in the contact centre so they have a better appreciation of our customers' needs, even though they may not deal directly with external customers.

The new five year plan includes "Customer Delight" as a major corporate focus. The intention to differentiate City & Guilds by providing more than just good customer service is now a main directive. As is a greater focus on repeat business, encouraging our end customers the learners to continue their relationship with City & Guilds throughout their lives.

Di Walster, Head of Customer Relations
City & Guilds