1.1. Customer Insight

Richard

Hello everyone, and welcome to the Customer Service Excellence Workshop Podcast on 'Customer Insight'. I’m Richard, and as always, I’m joined by Lorna. In this first episode, we’re talking about one of the most fundamental questions in the CSE journey — “Who are your customers?”

Lorna

Hi, Richard! Yes, this is such an important starting point. Because if you don’t clearly understand who your customers are — and I mean based on evidence, not assumptions — then everything else in Customer Service Excellence rests on shaky ground.

Richard

Exactly. Element 1.1.1 of the Standard tells us: “We have an in-depth understanding of the characteristics of our current and potential customer groups based on recent and reliable information.”

Lorna

We expect to see a profile of your main customer groups — who they are, where they come from, and what defines them. That includes how they’ve been segmented and classified — whether by geography, service area, demographics, or behaviour patterns. The segmentation should make sense for your service.

Richard

And it’s not just about identifying who uses the service now, but also understanding who could or should be using it. We want to see that organisations are proactive — identifying potential users who may not yet be engaging.

Lorna

Exactly. We’ll look for details on the frequency and reliability of the research used to identify those groups. Is the data updated annually? Is it drawn from trustworthy sources like customer databases, local authority insights, or commissioned studies?

Richard

Good evidence could include equality and diversity reports, demographic analysis, stakeholder mapping, or segmentation charts.

Lorna

And assessors will test whether that knowledge is shared internally. If you ask staff in different roles, “Who are your customers?” and everyone gives the same answer, that’s a sign of alignment.

Richard

The best organisations don’t just collect data — they use it. That shared understanding helps them respond as customer profiles evolve.

Lorna

Exactly. And that’s the point of 1.1.1 — creating a living, breathing profile of your customers that guides decisions, planning, and improvement across the organisation.

Richard

Now we will move into exploring Element 1.1.2 — "We have developed customer insight about our customer groups to better understand their needs and preferences."

Lorna

Yes — this one’s all about understanding your customers more deeply. It’s not enough to know who they are; you need to understand what they need and expect. The Standard puts it like this: “We have developed customer insight about our customer groups to better understand their needs and preferences.”

Richard

During an assessment, we’re looking at the methods and approaches organisations use to develop that understanding. For example: - Focus groups or user panels. - One-to-one interviews or customer stories. - Regular surveys and feedback tools. - Observation and customer journey mapping to spot barriers and highlights.

Lorna

Customer journey mapping helps you see your service through your customer’s eyes — every touchpoint, every frustration, and every opportunity to improve.

Richard

And once you’ve gathered that information, the key question is: “What have you done as a result?” Assessors want to see how that insight has directly improved services.

Lorna

For example, maybe you simplified your website after users found it confusing. Or you changed contact hours after feedback from working customers. It’s about turning information into action.

Richard

And assessors will also ask: “How do you share this learning?” Is insight discussed in team meetings, strategy sessions, or service reviews? When learning becomes part of your organisational rhythm, it’s powerful.

Richard

Now we will move onto exploring Element 1.1.3 — "We make particular efforts to identify hard-to-reach and disadvantaged groups and individuals and have developed our services in response to their specific needs."

Lorna

Yes, this is where we move from understanding your customers to acting inclusively — making sure no one gets left behind. The Standard says: “We make particular efforts to identify hard-to-reach and disadvantaged groups and individuals and have developed our services in response to their specific needs.”

Richard

Assessors look for: - A profile of your main customer groups and their characteristics. - Clear segmentation that shows how you’ve identified diversity within your customers. - Reliable, up-to-date research highlighting excluded or under-represented groups.

Lorna

Then we look at how you’ve engaged and involved them. That could include: - Outreach with local community organisations. - Consultations using accessible materials or translation services. - Interviews or feedback sessions with customers who rarely participate. - Customer journey mapping for people with multiple or complex needs.

Richard

We’ll also want to know how often you consult those groups and what you’ve done as a result. For example, setting up a telephone service for those who can’t access digital platforms, or co-designing a service with disabled customers.

Lorna

Exactly. The real test is impact. Can you show that your actions have improved access, satisfaction, or equality of opportunity?

Richard

And that’s where organisations move from good practice to excellence — when they demonstrate that inclusion efforts have made a measurable difference.