1.2 Engagement & Consultation

Richard

Hello and welcome to the Customer Service Excellence Workshop Podcast. I’m Richard, joined again by Lorna. Today we’re focusing on Principle 1.2 – Customer Engagement and Consultation, where organisations turn understanding into real interaction with customers.

Lorna

Yes, this is where we take all that knowledge from Principle 1.1 and start involving customers directly. The first element, 1.2.1, says: “We have a strategy for engaging and involving customers using a range of methods appropriate to the needs of identified customer groups.”

Richard

During assessment we’re looking for a clear strategy and leadership commitment to engagement — something that shows how your organisation listens and responds to customers.

Lorna

We’ll expect to see policies, strategies or frameworks explaining how engagement is planned and led. We’ll ask: - Who is responsible for engagement? - How do staff know what’s expected? - How is customer feedback captured and shared?

Richard

We’ll look for evidence of multiple engagement tools — things like surveys, forums, emails, comment cards, social-media channels, complaints data or focus groups. The key is using the right tools for each customer group.

Lorna

Yes, inclusivity is vital. Not everyone prefers the same communication channel, so the best organisations match their approach to customer needs — mixing digital, written, and face-to-face options.

Richard

And assessors will connect this element to what we saw in Principle 1.1. Your strategy should reflect your knowledge of customer groups and show that you’re engaging in ways that suit them.

Lorna

When that happens, engagement becomes part of how the organisation works day to day — not just a one-off exercise.

Richard

Now we move on to Element 1.2.2, which focuses on how consultation drives continuous improvement. The Standard states: “We have made the consultation of customers integral to continually improving our service and we advise customers of the results and action taken.”

Lorna

This is about moving beyond listening — it’s about acting. We look for analysis of engagement activity such as surveys, forums and consultation exercises that clearly feed into improvement.

Richard

We expect evidence of tangible changes. If customers identified an issue, what was done about it? For example, if waiting times were too long, did you redesign your appointment system?

Lorna

Exactly. That “so what?” link is crucial. Consultation results should feed directly into service-improvement plans, showing cause and effect.

Richard

Assessors also like to see customer involvement in co-designing services — users helping to test digital tools, shape forms, or join planning workshops. That moves you from consultation to collaboration.

Lorna

We’ll check how you communicate outcomes back to customers. “You Said – We Did” boards, newsletters or online updates all demonstrate transparency and close the feedback loop.

Richard

Customers need to know their input makes a difference. That builds trust and encourages future participation.

Lorna

This element links directly to performance management. Strong organisations can show where consultation evidence influenced strategic decisions or policy changes.

Richard

Now we move on to Element 1.2.3, which focuses on evaluation and learning. The Standard says: “We regularly review our strategies and opportunities for consulting and engaging with customers to ensure that the methods used are effective and provide reliable and representative results.”

Lorna

Engagement must evolve. Assessors want to see outcomes of reviews — participation rates, representation data, or quality assessments that show how well engagement methods are working.

Richard

When those reviews identify weaknesses, we expect to see adaptation and innovation. Maybe a new survey platform, translated materials, or outreach through community partners.

Lorna

We’ll look for evidence of learning and benchmarking — where you’ve applied best practice, trialled creative techniques, or implemented staff suggestions for better engagement.

Richard

Assessors also check how your methods respond to emerging issues or demographic changes. For instance, shifting to online engagement after Covid or adding support for non-English speakers.

Lorna

Impact always matters. Reviews should lead to measurable improvements — higher participation, more representative feedback, or greater satisfaction.

Richard

When engagement is continually reviewed, improved, and aligned with customer needs, it becomes sustainable and authentic.

Lorna

So to recap briefly: - 1.2.1 — Build a clear engagement strategy. - 1.2.2 — Make consultation integral to improvement and share results. - 1.2.3 — Review and refine methods to keep engagement meaningful.

Richard

That’s the essence of Principle 1.2 — a living dialogue between customers and the organisation that shapes everything that follows in the Customer Service Excellence framework.

Lorna

Thanks, Richard — and thanks to everyone listening. Keep engaging, keep listening, and keep improving.

Richard

See you next time — bye for now!