A recent study by ORC International found clear associations between employee engagement and customer satisfaction in a local government context.
Linking employee and customer data – a new way forward for local government? identified some key findings:
- clear associations between staff understanding the goals of the Council and satisfaction levels amongst citizens
- increased employee pride in working for the Council shown to have a positive impact on citizen satisfaction
The study revealed significant correlations between customer satisfaction levels and employee engagement particularly where employees feel that they are:
- treated with fairness and respect
- aware of the organisation's long term goals
- proud to be working for the organisation
- clear about what's expected of them to achieve in their job
- clear that the organisation is committed to customer satisfaction
The association between an engaged workforce and customer satisfaction levels has been widely accepted and, also, underpinned by substantial literature. Indeed, the Customer Service Professional Qualifications have been developed around this association.
The Customer Service Professional Qualifications' development - led by Renfrewshire Council and the Improvement Service - forms a key strand of the Improvement Service's Customer First Programme. A guiding principle in their development is the recognition that if staff are to deliver improved customer satisfaction levels, they need to be provided with the right training, the right skills and the right tools and techniques.
The Qualifications are nationally-recognised, SQA-certificated, endorsed by CoSLA and supported by SOLACE (Scotland).
The Qualifications are being adopted, promoted and delivered by a growing number of Scottish councils as well as attracting interest from a number of other public service agencies and, already, substantial progress is being achieved against the Qualifications' objectives.
For further information, contact Martin Brown on 01506 775583.
