Customer Focus Wheel Case Study: Winchester City Council

One local authority which has undertaken a Customer Focus Wheel analysis is Winchester City Council. iESE, working alongside the council's internal transformation team gathered significant evidence to inform the review over a one-week period.

The overall results were towards the higher end of the mid-scale. The council was strongest in the areas of Customer Vision and Customer Centric Processes. In particular the council had effective customer principles in place and had also made a number of customer-focused service improvements through its Systems Thinking Reviews. However, the analysis also found - as is typical in any local authority - that a significant amount of customer demand observed was due to a failure and was therefore avoidable.

The report provided a prioritised improvement plan and found significant scope to further promote existing technology to help customers ‘self serve’ (including the MyCouncil App) and to further develop more direct solutions (e.g. more integrated e-forms). This highlighted opportunities to meet the priorities in the Council’s Digital Strategy.

All findings and recommendations from the report were well received and helped shape the council’s new ‘CustomerSmart’ project, which will review the customer experience across all services. “iESE’s expertise and methodology has equipped us with a range of tools that we can use to continually improve our customer experience. Whilst working with us these tools have been adapted to meet the needs of the organisation and are being used by our Transformation Team to deliver the CustomerSmart programme,” said Ellen Simpson, Winchester City Council's Corporate Head of Strategic Support.

To download the full case study, please go to: www.iese.org.uk/case-study-winchester