From the Passport Office, to the NCT and the HSE, some do it better than others, writes Conor Pope
Alongside the individual rankings, there is also a sectoral analysis conducted on behalf of the CX Company by Amárach Research with the public sector at the very bottom of the pile.
The folk at the NCT were the highest scoring for knowing customers’ needs while RTÉ was said to be the lowest. The NCT was also the highest scoring brand for making customer interactions easy while Social Welfare fared worst. The NCT scored highest when it came to showing empathy to customers while Social Welfare scored lowest. The Passport Service was the highest scoring brand for meeting customer’s expectations with the HSE the lowest scoring brand.
Another person had a dimmer view, unsurprising as they were “still waiting for an appointment six years later. No correspondence in the past year.” Another person said the HSE was “difficult to contact and waiting times are very long”. Cathy Summers of the CX Company noted that the public sector “has been one of the poorer performing sectors over the last seven years since we introduced it into the survey in 2016″.
When asked about the main differences between public and private sector operations, Summers said the former tends to be “much larger than the majority of private organisations. They have many disparate departments who often don’t interact with each other. They also have very broad customer bases and their knowledge about their customers is limited. Public Sector organisations are focused on delivering a service but, often, the real focus is on processes and systems, rather than the end customer.
When it comes to a failure to deliver on promises, Summers said that as customers, “we compare our experiences across all of the organisations we interact with, which drives up our expectations. So, the harsh reality is that we expect public sector organisations to provide similar experiences to those we have with our banks, mobile phone provider, hotels or restaurants we have recently visited.”
The findings revealed three main coping strategies. There are customers who respond “actively” and put the blame on the provider. Then, there are “expressive” complainers who wish to demonstrate their anger. And, then, we have those who have a “denial-based” reaction and “completely disengage with the organisation”.
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