The Institute of Customer Service (ICS)
is the independent, professional membership body for customer service in the UK.
The Institute was founded in 1996, and aims to help its members improve their
customers’ experience and business performance. The Vision Statement of the ICS
is to create “a world where customer experience makes a positive and sustained
impact on individuals, organisations and the economic well-being of the UK.”
The following is a very timely article
written by Jo Causon, the Chief Executive of the Institute. We acknowledge their ownership of the copyright in this article.
The Covid-19 crisis has presented
extraordinary challenges to businesses - which have had to adapt, in just a few
short weeks, to an environment unlike any we have ever seen before.
Organisations have had to deal with the transition of entire workforces to a
remote working set up, learn how to operate in the face of increasing
restrictions and adapt rapidly to the ever-evolving needs and demands of their
customer base.
It’s been inspiring to witness the
extraordinary flexibility and innovation that has been shown by businesses
across the country - demonstrating a true entrepreneurial spirit in order to
navigate through these difficult times. As lockdown restrictions begin to ease,
it’s crucial that organisations maintain this focus.t. There will be no abrupt
end to this crisis - it will be a gradual process with several different phases
and more potentially difficult decisions and challenges to come. In order to
succeed, businesses need to take stock of what they have learnt over the past
weeks - and provide a clear framework for what should be taken forward, and
what should be discarded.
Businesses that have demonstrated
strong governance have undoubtedly been best placed to weather the storm. In
uncertain and unpredictable times, clear structure is essential - ensuring
absolute clarity over areas of responsibility and establishing processes for
regular reviews and swift changes to procedures. However, the crisis has also
enabled organisations to address areas of bureaucracy which in more normal
times stifle innovation and decision making. Businesses have only been able to
adapt as they have because the situation has necessitated a bonfire of red
tape, ensuring important decisions are made quickly and efficiently.
Maintaining a high degree of flexibility will be vital for success over the
coming months. The true impact of the crisis is yet to be seen - and businesses
will need to be able to think on their feet, and react swiftly to changing
circumstances.
Cracks have also begun to show in the
corporate strategies that have advocated a ‘just in time approach’. Many have
overly focused on meeting short-term targets. That must change. None of us
could have predicted this crisis - but it has clearly shown the importance of
balancing the need to be highly efficient and effective, with the importance of
building up and holding back reserves for a rainy day.
Another area that has been thrust into
the forefront is the importance of open and honest communication, both with
customers and employees. Those businesses that have maintained clear messages -
demonstrating an effective balance between short-term responsiveness and
long-term goals - have been met with support and understanding. This is where
true leadership comes into play. During difficult times, people crave human
connection - we’ve seen this in the sense of community across the country, and
it is equally true in business. Honest, human communication surrounding the
challenges we face will be better received than corporate statements - and it
is the role of leaders to ensure an appropriate balance is struck.
Leaders must too take a clear look at
the culture of their organisations. Throughout these difficult times, it has
been employees who have kept the wheels turning. Fostering a positive working
culture and providing an appropriate degree of freedom within a clear framework
will be key to keep employees motivated and focused as they look to rebuild,
and rebound.
The effects of this crisis will be
felt for years; perhaps decades, to come – and businesses should be prepared
for turbulent times ahead. Those that focus on what they have learned, stick to
their long-term purpose and do the right thing by customers and employees will
be the ones that survive and flourish.
Jo Causon, CEO, The Institute of
Customer Service
To join the Institute of Customer
Service or to find out more about their work visit: