customer service code of practice (british standard BS 8477)

customer service code of practice (british standard BS 8477)

While other customer service standards exist in various forms around the world the British Standards Institute offers a useful and authoritative interpretation which will transfer to most situations.

The British Standard Code of Practice for Customer Service was published by the British Standards Institute (BSI) and became effective on 16 April 2007, under the authority of the BSI Technical Committee responsible for Relationship Management Systems.

You can obtain the full BS 8477 Customer Service Code of Practice at the BSI website, cost £72 or half-price for members (prices correct at August 2007).

As a Code of Practice, this standard is one of guidance and recommendation - it is not a formal or mandatory specification and should not be offered, implemented or quoted as such.

The Introduction of the code of practice references the Harvard Business Review in summarising the main benefits of improving customer satisfaction via effective customer service as being (the '3Rs'):

* retention
* related sales
* referrals

It also refers to the research by the (British) Institute of Customer Service (ICS) in identifying the most important elements of service delivery according to customers:

1. timeliness
2. appearance
3. courtesy
4. quality and efficiency
5. ease of doing business
6. problem-solving

These are interpreted into an alternative set of '3Rs' for effective non-commercial, public sector customer services and service delivery:

* responsive
* reliable
* respectful

BSI suggests that the Customer Service Code of Practice will assist organisations to:

1. Establish effective customer service mechanisms
2. Improve competitiveness
3. Differentiate their offering via innovative customer services
4. Build customer loyalty through positive customer service experience
5. Increase customer retention
6. Attract new customers via word of mouth
7. Reduce marketing costs
8. Increase service efficiency
9. Reduce complaints and complaints handling resources and costs
10. Improve compliance with consumer trading laws
11. Improve services and accountability (especially for public sector organizations)
12. Develop and sustain organization-wide focus on customers and quality
13. Improve ease of dealing with organization for customers

Proactivity and anticipation are identified as crucial underpinning factors in working with the code of practice.

The code of practice is primarily aimed at organizations with external customers, but the principles apply to relations with internal customers too, and apply to all organizations regardless of size and industry sector - including small consultancies and sub-contractors.

These Customer Service Principles are outlined and regarded as essential:

1. Commitment (at all levels)
2. Credibility (keep promises)
3. Culture (customer service ethos)
4. Competencies (of staff - in recruitment, training and assessment)
5. Responsibility (clear and supported with suitable authority - with at least one person responsible for customer problems)
6. Resources (adequate for effectiveness)
7. Identification and management of all customer service issues
8. Quality (of customer service - relevant input and review)
9. Feedback (enabled for customers and employees)
10. Continual improvement (to meet or exceed customer expectations)
11. Internal customers (establish concept and communications)

The code of practice outlines the Implementation obligations for each main group of workers, (critically within which is the appointment of a dedicated customer service manager):

1. Top management - establish resources, responsibilities, processes, reporting, empowerment, culture, etc
2. Customer service management - detailed processes, financial management of customer services, staffing and training, legal, complaints handling and escalation
3. Employees - awareness of customer services aims, responsibilities and benefits
4. Customer service employees - competent, aware, committed, etc