Having looked at the literature, proposed a model and kicked it around for a while I can only envisage the following:
To collate on an ongoing basis feedback across all channels. The idea is not to have any sort of scale of satisfaction, just satisfied or dissatisfied and the relevant feedback. The feedback is used to adjust, improve or develop that channel.
This is not an attempt to steer the public down cheaper (for the provider) routes but to get satisfactory service across all, which will encourage them to use the most convenient (for them) on that particular occasion. For some services this may require action across several channels, and even repeat visits, but that will be down to the service required.
There is no target! If its a wasted visit, no doubt the reason for dissatisfaction will be used to improve matters for the next customer.
I realise that GovMetric is similar – good! This isn’t an attempt to steal it but to promote a customer/citizen focused alternative to things like National Indicator 14 (avoidable contact).
My major concern is that we still haven’t responded to need, to the customers who can’t or won’t leave feedback, to the ones who can’t find the door, phone number or website or don’t want to…
The next challenge is a Parsimonious Theory of Harvesting and Managing Customer Need…