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Enhancing Service Design Through Customer Research: Best Practices and Insights

This guide emphasizes the significance of customer research in service redesign. It outlines where, how, and why customer research should be integrated into the service process. Practical tips are provided for conducting effective surveys, understanding tenant profiles, and identifying necessary changes based on user feedback. The importance of sampling and engaging both current and potential users is highlighted. Additionally, it discusses measuring impact and outcomes to ensure ongoing alignment with tenant needs and improving service delivery.

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Enhancing Service Design Through Customer Research: Best Practices and Insights

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Presentation Transcript

  1. Using Customer Research:Objective • To highlight the importance and benefits of using Customer Research to inform service re-design • Pinpoint where in the process Customer Research could be used and how • Offer some practical tips to get started

  2. Using Customer Research:Evaluating Change Implementing change Did it work?/Is this still what we need? What needs to change or improve? Asking Obvious Questions… What do we want to do?/ What can we do? Why does it need to change? What do tenants want and need? Where are we now? Are there any target groups?

  3. Using Customer Research:‘What needs to change? Why? Where are we now?’ Why? How? Creating simple ‘profiles’ of users Comparing ‘users’ to your population as a whole Talking to front line staff about ‘user’ types Collecting data as preparation • Understanding if the change suggested is right for the tenant profile • Understanding the scale of the shift needed and the size of any barriers

  4. Using Customer Research:If you’re going to survey, sampling is everything! Things to avoid; Things to include; Select a representative sample Be clear about who has returned and importantly who hasn’t Profile your respondents and your non-respondents • Only surveying current users • Asking engaging tenants why unengaged tenants don’t engage……

  5. Using Customer Research:Evidence Collecting Case Study

  6. Using Customer Research:‘Did it work? Is this still what we need?’ Why? How? Comparing outcomes with stated aims Before and after data and user profile comparisons Split testing • Even with the best planning change isn’t always effective • Measuring level of impact against level of investment • Evidencing effective change can; • secures more resources • aid best practice sharing

  7. Using Customer Research:Impact Case Study

  8. Using Customer Research:Practical Tips • Get to know your tenants better – segmentation and profiling • Use the data you have first then fill in the gaps with additional research • Don’t assume other people’s statistic fits your profile – check

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