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1、BS 8477:2007 Code of practice for customer service ICS 03.100.99 NO COPYING WITHOUT BSI PERMISSION EXCEPT AS PERMITTED BY COPYRIGHT LAW BRITISH STANDARD Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI Publishin
2、g and copyright information The BSI copyright notice displayed in this document indicates when the document was last issued. BSI 2007 ISBN 978 0 580 50539 3 The following BSI references relate to the work on this standard: Committee reference SVS/1/1 Draft for comment 05/30137879 DC Amendments issue
3、d since publication Amd. no.DateText affected BS 8477:2007 Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BSI 2007i BS 8477:2007 Contents Foreword ii Introduction 1 1Scope 2 2Normative references 3 3Customer s
4、ervice principles 3 4Implementation at a structural level 4 5Operational recommendations 6 6Maintenance of customer services principles 12 Annexes Annex A (normative) Recruitment, competences and training of customer service employees 14 Bibliography 16 Summary of pages This document comprises a fro
5、nt cover, an inside front cover, pages i and ii, pages 1 to 16, an inside back cover and a back cover. Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BS 8477:2007 ii BSI 2007 Foreword Publishing information Th
6、is British Standard was published by BSI and came into effect on 16 April 2007. It was prepared by Subcommittee SVS/1/1, Customer service management, under the authority of Technical Committee SVS/1, Relationship management systems. A list of organizations represented on this committee can be obtain
7、ed on request to its secretary. Information about this document This British Standard discusses essential elements for establishing and managing effective customer service within an organization and makes recommendations on using these elements. It can be used by any organization, regardless of size
8、, to establish or improve its customer service. Use of this document As a code of practice, this British Standard takes the form of guidance and recommendations. It should not be quoted as if it were a specification and particular care should be taken to ensure that claims of compliance are not misl
9、eading. Any user claiming compliance with this British Standard is expected to be able to justify any course of action that deviates from its recommendations. Presentational conventions The provisions in this standard are presented in roman (i.e. upright) type. Its recommendations are expressed in s
10、entences in which the principal auxiliary verb is “should”. Commentary, explanation and general informative material is presented in smaller italic type, and does not constitute a normative element. Contractual and legal considerations This publication does not purport to include all the necessary p
11、rovisions of a contract. Users are responsible for its correct application. Users of this standard are reminded that many of the transactions and procedures discussed in it might also be subject to legal requirements. Compliance with a British Standard cannot confer immunity from legal obligations.
12、Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BSI 20071 BS 8477:2007 Introduction Change in technology, attitudes, demographics, organizations and governments has led to more wealth and consumption than has b
13、een enjoyed in any previous century. The relationship between the customer or consumer and the organizations providing them with products and services has never been more in focus and critical to the success of those organizations. The customer service professional whether in a frontline role such a
14、s a retail assistant, call centre service adviser or client account manager, or in a management role such as call centre manager or customer service director has never been more important. Maintaining, or improving upon, customer satisfaction levels is one of the most important contributing factors
15、in the running of a successful organization in any sector. Harvard Business Review summarized the business benefits as the “3Rs”: retention; related sales; referrals. According to research by the Institute of Customer Service, customers perceive the following elements as being the most important in
16、service delivery: timeliness; appearance; courtesy; quality and efficiency; ease of doing business; problem solving. These might be summarized as another set of “3Rs” which apply equally in the commercial and the public sectors, where commercial imperatives are often less pressing: responsive; relia
17、ble; respectful. These factors can be translated into a set of objective benchmarks, and it is the purpose of this British Standard to offer a means by which an organization can judge itself and can be judged by its customers. It is published as a code of practice so that individual benchmarks can b
18、e clearly identified, and attainment of them can be easily verified. It does not, therefore, deal in detail with some of the vital “softer” aspects of customer satisfaction that are less susceptible to this approach; these are discussed in many other sources, and it is envisaged that they might be t
19、he subject of industry- or sector-specific BSI guidance documents in the future. Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BS 8477:2007 2 BSI 2007 Many of the recommendations made in this code of practice
20、 will already be commonplace in organizations that have a responsive customer service culture deeply embedded within them. However, there are great numbers of organizations for which this is not true, and applying this British Standard will: a)aid in setting in place mechanisms to ensure levels of c
21、ustomer service that at least meet the needs and reasonable expectations of customers; b)assist organizations to be competitive in the marketplace; c)assist organizations to be able to differentiate their services from competitors through providing and maintaining innovative customer services; d)ass
22、ist in increasing levels of customers positive emotional experience with an organizations services and, through this, building and maintaining customer loyalty; e)increase customer retention; f)attract new customers through positive word of mouth; g)reduce marketing costs; h)assist organizations in
23、increasing service efficiency; i)reduce complaint rates, and therefore less time and cost involved in dealing with such complaints; j)aid compliance with fair trading and consumer protection laws; k)assist public sector service providers to maintain and improve services and accountability; l)help cr
24、eate an organization-wide customer-focused approach to developing and maintaining quality services; m) improve the capacity of customers to deal with an organization. Customer service culture involves being proactive by anticipating or exceeding customer needs; implementation of this standard will f
25、or many organizations be the first step in embedding this principle in all aspects of their business and operations. 1 Scope COMMENTARY ON CLAUSE 1 In this context “organization” includes small businesses and consultancies, public or private companies, national and local government department and ag
26、encies, and not-for-profit organizations. Subject to contractual provisions, this standard also potentially applies to sub-contractors of those organizations. This British Standard sets out essential principles for establishing and maintaining effective customer service and provides recommendations
27、on applying these principles. It is primarily aimed at organizations in dealing with external customers. However, the principles can also be applied by an organization in dealing with its internal customers. It is applicable to all organizations, irrespective of their size or the nature of their bus
28、iness. Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BSI 20073 BS 8477:2007 2 Normative references The following referenced documents are indispensable for the application of this document. BS 8463, Specifica
29、tion for customer billing practice BS ISO 10002, Quality management Customer satisfaction Guidelines for complaints handling in organizations 3 Customer service principles COMMENTARY ON CLAUSE 3 A wide range of initiatives and techniques can be used to realise these principles, such as setting up in
30、terdepartmental project teams, publishing a customer service e-newsletter and having “whole of enterprise” customer standards development meetings. Adoption of the following principles is essential to achieving effective, consistent and reliable customer service: a)Commitment a commitment to providi
31、ng effective customer service by employees at all levels within the organization is an indispensable corporate value. It should start with the board, chief executive officer and top management; b)Credibility promises should be kept, service should be delivered at times that suit customers and robust
32、 and reliable systems should be in place for every aspect of an organizations transactions with its customers; c)Customer service culture customer service culture should be developed so as to become embedded in all aspects of an organizations operations; d)Competences people with appropriate attribu
33、tes (skills, knowledge and attitudes) required of customer service professionals should be employed and these should be assessed on an ongoing basis; e)Responsibility customer service responsibilities should be identified and assigned, with employees possessing the necessary responsibility, authorit
34、y and resources to enable them to perform effectively, and at least one employee taking responsibility for customer problems; f)Resources adequate resources should be allocated to allow a customer service culture to thrive; g)Identification of customer service issues there should be systematic ident
35、ification and management of customer service issues relevant to an organizations operations; h)Customer service quality the whole organization should be involved in the development and ongoing review of customer service quality, developed from a customer perspective, relevant to their area of operat
36、ion; i)Feedback systems effective feedback systems for customers and employees should be developed and maintained; j)Continual improvement systems should be developed to ensure that the level of customer service is relevant to, or exceeds, current customer expectations; k)Internal communication the
37、concept of the internal customer should be fostered as it is an important element in developing a customer service culture. Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BS 8477:2007 4 BSI 2007 4 Implementati
38、on at a structural level COMMENTARY ON CLAUSE 4 The responsibilities listed in this clause have been divided to reflect the structure typically found in large organizations. However, the recommendations made in this clause apply to organizations of any size and other divisions of responsibility can
39、be applied as appropriate. 4.1Obligations of top management Top management (i.e. the person or group of people who directs and controls an organization at the highest level) should be visibly committed to customer service through establishing and communicating commitment to service excellence and fa
40、cilitating interdepartmental support and cooperation. Top management should ensure that the organization has a clear set of published customer service values and that these are systematically and effectively communicated to every member of staff. Processes should be set in place throughout the organ
41、ization to satisfy these values. This should include frontline and support networks. Top management should be responsible for: a)ensuring that a customer service focused culture is embedded within the organization and that all managers demonstrate understanding of the customer service values; b)ensu
42、ring there are sufficient resources to deliver effective and efficient customer service outcomes; c)designating a senior manager (see 4.2) as being responsible for the development and maintenance of a customer service culture; d)ensuring adequate reporting systems (see 6.1); e)empowering front-line
43、employees with the information, resources, and authority to meet customer needs and to own and solve customers problems; f)ensuring that there is a process requiring the conduct and performance of any subcontractors to support the organizations customer service culture; g)ensuring that an effective
44、procedure is in place for the regular review of all customer service related processes on at least an annual basis. Licensed Copy: London South Bank University, London South Bank University, Mon Apr 16 02:42:33 GMT+00:00 2007, Uncontrolled Copy, (c) BSI BSI 20075 BS 8477:2007 4.2Obligations of custo
45、mer service management COMMENTARY ON 4.2 The organization should consider the use of a customer service steering group to coordinate, facilitate, and implement customer service in an efficient and integrated fashion throughout the organization. A designated senior manager should be given sufficient
46、authority to achieve the desired customer service outcomes. That individual should be responsible for: a)establishing a process for performance monitoring, evaluation and reporting of customer service; b)identifying and allocating finance and resources to deliver effective and efficient customer ser
47、vice; c)reporting to top management on the customer service outcomes, with recommendations for improvement; d)maintaining the effective and efficient operation of the customer service process, including the recruitment and training of appropriate employees, technology requirements, documentation, se
48、tting and meeting target timelines and other requirements, and process reviews; e)assigning a complaints-handling manager to take responsibility for problems experienced by customers, in accordance with BS ISO 10002; f)ensuring that effective procedures are place for the escalation of complaints to
49、senior management level; g)ensuring employee awareness of any relevant legal obligations concerning customer service employees. 4.3Obligations of employees All employees within an organization, irrespective of their specific function, should be aware of: a)their role and responsibilities and the implications for them of their organizations customer service culture; b)the benefits for them of working within and supporting that culture, and the consequences of not doing so. 4.4Obligations of customer service emplo
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