CEN/TS 16880:2015
(Main)Service excellence - Creating outstanding customer experiences through service excellence
Service excellence - Creating outstanding customer experiences through service excellence
This Technical Specification sets out guidance for the implementation of service excellence in order to create outstanding customer experiences, exceed customer expectations and achieve customer delight. It does not focus on providing basic customer service which organizations should already have in place.
This document applies to all organizations delivering services, such as commercial organizations, public services and not-for-profit organizations.
Service Excellence - Schaffung von herausragenden Kundenerlebnissen durch Service Excellence
Diese Technische Spezifikation legt eine Handlungsempfehlung für die Umsetzung von Service Excellence fest, um herausragende Kundenerlebnisse zu schaffen, Kundenerwartungen zu übertreffen und Kundenbegeisterung zu erzielen. Sie ist nicht auf die Erbringung eines grundlegenden Kundendienstes fokussiert, über den die Organisationen bereits verfügen sollten.
Dieses Dokument gilt für alle Organisationen, die Dienstleistungen anbieten, wie z. B. kommerzielle Orga¬nisationen, öffentliche Dienstleister und gemeinnützige Organisationen.
Excellence de service - Créer une expérience client extraordinaire par l'excellence du service
Odličnost storitev - Ustvarjanje pomembnih odjemalskih izkušenj z odličnostjo storitev
Ta tehnična specifikacija opredeljuje navodila za implementacijo odličnosti storitev, s katerimi se zagotovi izjemne odjemalske izkušnje, preseže pričakovanja odjemalca in poskrbi za njegovo zadovoljstvo. Ne osredotoča se na zagotavljanje osnovnih odjemalskih storitev, ki bi morale biti v organizaciji že vzpostavljene.
Ta dokument se uporablja za vse organizacije, ki zagotavljajo storitve, kot so komercialne organizacije, javne službe in neprofitne organizacije.
General Information
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Standards Content (Sample)
SLOVENSKI STANDARD
01-maj-2016
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Service excellence - Creating outstanding customer experiences through service
excellence
Service Excellence - Schaffung von herausragenden Customer Experiences durch
Service Excellence
Ta slovenski standard je istoveten z: CEN/TS 16880:2015
ICS:
03.080.01 Storitve na splošno Services in general
03.100.99 Drugi standardi v zvezi z Other standards related to
organizacijo in vodenjem company organization and
podjetja management
03.120.99 Drugi standardi v zvezi s Other standards related to
kakovostjo quality
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.
CEN/TS 16880
TECHNICAL SPECIFICATION
SPÉCIFICATION TECHNIQUE
December 2015
TECHNISCHE SPEZIFIKATION
ICS 03.080.01; 03.100.99; 03.120.99
English Version
Service excellence - Creating outstanding customer
experiences through service excellence
Excellence de service - Exigences et lignes directrices Service Excellence - Schaffung von herausragenden
pour l'excellence de service en vue de créer Kundenerlebnissen durch Service Excellence
l'enchantement du client
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 the 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
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, 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
COMITÉ EUROPÉEN DE NORMALISATION
EUROPÄISCHES KOMITEE FÜR 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 Ref. No. CEN/TS 16880:2015 E
worldwide for CEN national Members.
Contents Page
European foreword . 3
Introduction . 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 experiences . 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 experience related processes and organizational structure . 24
7.9 Monitoring service excellence activities and results . 26
Bibliography . 29
European foreword
This document (CEN/TS 16880:2015) has been prepared by Technical Committee CEN/TC 420 “Project
Committee - 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 to 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, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta,
Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland,
Turkey and the United Kingdom.
Introduction
The competitive world in which customer 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 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 organization’s reputation and its success or failure.
Organizations often say they put the customer at the centre of their business. However, 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 and 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 foundations 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).
1)
Figure 1 — Service excellence pyramid
1) Adapted from DIN SPEC 77224.
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 customers 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. It is delivered by
exceeding customer expectations. This can be achieved by delivering unexpected outstanding customer
experiences.
1 Scope
This Technical Specification sets out guidance for the implementation of service excellence in order to
create outstanding 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, public
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 organization 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 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
perception 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 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 customers and the organization.
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 outstanding 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 strategy
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 Relevance 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 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 surprising 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.
Figure 2 — Service excellence effect chain
Service excellence is a continuous 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 relationships (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 opportunities, 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 experience from the customer’s 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 communication,
which should reflect the customer’s 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.
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