Introduction & Overview of the CSQS
The CSQS has been developed jointly by the Asia Pacific Customer Service
Consortium (APCSC) and the researchers at the University of Hong Kong (HKU),
with industry support by the CSQS Committee Asia Pacific. It is the
highest certification awarded to contact centres and customer service
organizations that excel in customer relationship excellence.
Excellence Model
“Many companies are struggling to achieve service excellence
branding. Despite the goodwill of many organizations in search for
innovative and effective ways to enhance customer interactions,
existing quality standards do not fully answer the total needs of
customers,” said Jason Chu, Chairman of APCSC. “That explains why
APCSC has jointly developed the Customer Service Quality Standard (CSQS)
with the University of Hong Kong to provide a roadmap for
organizations to bridge the expectation gap.”
Integration of
balanced scorecard & ISO9000
CSQS holds the most advanced and comprehensive key to providing a
clear step-by-step roadmap for companies to deliver the best customer
services. It embraces and integrates the balanced scorecard (BSC)
management system and the ISO9000 quality management to provide a
world-class framework with crystal clear directions for transforming
an organization into a customer-centric unit.
A further goal of the CSQS guidelines is to enhance a common
understanding of the customer centric service best practices for
organizations and departments in serving both internal and external
customers to improve their business performance, to align the
approach throughout the company, and to improve interdepartmental
and company wide integration.
The yardsticks
for the CRE Awards
CSQS is so crucial to customer service that it became the yardsticks
for the CRE Awards. “CSQS is important to CRE Awards judging criteria
as a fundamental reference that characterizes world class
organizations. Furthermore, the CSQS has incorporated the
advancements that are strategic and business practical from the CRE
Awards winners’ business case presentations annually to create a
progressive service movement,” said Chu.
CSKM empowers the
frontline
The assessment of CSQS is progressively divided into three levels:
intention, implementation and integration. CSQS not only measure if
a company has achieved certain levels, but also benchmarking with
the industry, and more importantly, how well they have adopted the
Customer Service Knowledge Management (CSKM) to empower the
frontline staff to deliver the best customer experience.
3 levels of CSQS
Achievement
According to Chu, it is a three-dimensional accreditation scoring
system that takes into account every aspect from both independent
and interrelated perspectives: Level I Outsourcing Service Center;
Level II Proactive Service Center; Level III Strategic Business
Unit.
This year, DIALOG TELEKOM PLC and Henderson Land Group
Property Management Department have attained the highest
accreditation of CSQS, Level III Strategic Business Unit. In the
future, CSQS will continue to evolve to be an even more robust
roadmap for companies to learn, incorporate and implement a quality
managing system that fulfills and exceeds customer expectations.
Why is CSQS Necessary?
The CSQS sets forth a set of generic guidelines that assists the
organization in instituting good practices in order for the customer
service operation to demonstrate it’s capability to improve the overall
quality and performance levels that customers receive. This
can further be summarized as follows:-
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To drive Customer Relationship Excellence as core business value
throughout the organization from endorsement from top management to
frontline operations
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To help improve organizational performance best practices,
capabilities, and results
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To serve as a working tool for understanding and managing
performance and for guiding planning and opportunities for learning
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To enhance a common understanding of the customer service best
practices
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To serve as a recognition of a company’s outstanding performance
and who excel in customer relationship excellence through the use of
best practices
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