What is a Customer Focus Strategy?

The Customer Focus Strategy details Council’s commitment to having a customer focus and provides a framework for the organisation to deliver services in a manner that has the customer at the centre of its business while meeting the operational and efficiency requirements of the organisation.

Your feedback will help us simplify your customer experience by removing unnecessary steps, making it easier for you to interact with Council in the future.

Principles of a Customer Focus Strategy

The following principles have been used to guide the development of the Strategy. The Strategy should:

  • Define ways to capture and use data (e.g. extend and build knowledge and data about customers, their need and the services provided).
  • Enhance Council’s economic and financial sustainability (e.g. align and support existing projects and investments) by seeking ways to reduce cost to serve whilst enhancing customer satisfaction.
  • Maximise the value from technology and workplace investment (e.g. use technology to make it easier to do business with Council).
  • Optimise the performance of contact methods (channels).  These include digital (website, email, social media), face-to-face (customer service centres and other service points), phone (contact centre, council staff) and letters.
  • Enable continued leadership in the sector (e.g. build on existing strengths in front line customer service, continue to support employees with skills, knowledge and enthusiasm, and foster an inclusive customer service culture).

Why do we need a Customer Focus Strategy?

The Draft Customer Focus Strategy (the Strategy) cements Council’s commitment to having a customer focus. It provides a framework for the organisation to deliver services that have the customer at the centre of its business.

We will:

  • simplify your customer experience by removing unnecessary steps
  • make it easier for you to interact with Council by making services more accessible to you
  • work to make Council’s website customer focused and easy to use
  • offer you the same customer experience regardless of how or when you contact Council
  • understand your needs and expectations when working with Council
  • embrace new technologies to make it easier for you to interact with Council
  • develop customer service commitments that balance both Council’s and your needs
  • ensure our staff are equipped with skills and knowledge to assist you in a range of situations
  • keep you informed on the progress of your request and when it is completed.






What are the themes that will drive the Strategy?

Based on research and consultation, five key themes have been developed to provide purpose, direction and commitment to fostering a customer focused culture across Council.  These themes are supported by strategic actions to guide the planning and delivery of services over the next three years.

Strategic Theme 1: Understand and engage with our customer

Council will have a robust understanding of the demand for its services and how they should be provided.  Information and data will be collected through formal community engagement/consultation activities and service reviews, and customer satisfaction data will be collected through mystery shopping methods and other means.  The preferences of customers will be understood, including the service standards they are willing to pay for, and their levels of satisfaction with services provided.

Strategic Theme 2: Provide services in easy, accessible, consistent and timely ways

Council will provide easy and appropriate access to its services.  That is, customers will be supported to get to the right place the first time and are able to find the required services in an intuitive and time efficient manner.  Council will endeavour to complete service needs at the first point of contact and deliver this service to the customer efficiently.  Contact with Council should enhance its reputation as a trusted point of contact and customers should be dealt with consistently.

Strategic Theme 3: Collect, assess, measure and simplify what we do

Council will understand the cost (and cost drivers) for services and the impacts on demand for these services. A financial performance framework will: develop base line cost of each of the services that the City of Casey provides; define the key drivers of service delivery cost; and develop key performance indicators to track actual cost of service delivery against budget.  Regular service reviews will be conducted to measure the quality of service delivery and to improve public value.

Strategic Theme 4: Equip our staff with the skill, knowledge and attitude to serve

Council is committed to engaging employees that are highly motivated, flexible, and capable of providing high quality, personalised services.  Employees will be provided with extensive support and training to make autonomous decisions within a given framework and hold staff accountable for the customer experience.

Strategic Theme 5: Deliver on our promise

The customer service standards set by Council will outline what customers can expect and can be delivered repeatedly. Each standard has a defined metric to measure against and there is clear accountability for their delivery.






What happens next?

We value your ideas to ensure the Draft Customer Focus Strategy reflects your true needs and expectations.

Your feedback and ideas will be used to update the draft Strategy that will be presented to Council for adoption in July 2015.


How can I have my say?

Council has developed the Draft Customer Focus Strategy and we want to hear from you, our customer, about your ideas on what good customer experience looks like and how we can put you at the centre.

Your feedback will help us simplify your customer experience by removing unnecessary steps, making it easier for you to interact with Council in the future.

View the draft strategy, register to complete our quick polls and survey and share your ideas in our forum by Friday 8 May 2015.

Hard copies are available on request at Customer Service Centres.


Have a question?

  • Email:  caseycc@casey.vic.gov.au 
  • Telephone: Customer Service 9705 5200
  • Mail:   PO Box 1000,   Narre Warren VIC 3805