Residents and Other Customers
3 Residents and Other Customers
3.1 Customer Expectations: How does your community excellence group listen to residents and other customers and determine programs and services to meet their needs?
a. Listening to Residents and Other CUSTOMERS
(1) Current Residents and Other Customers HOW do you listen to, interact with, and observe residents and other CUSTOMERS to obtain actionable information? HOW do your listening methods vary for different resident and other CUSTOMER groups? HOW do you seek immediate and actionable feedback from residents and other CUSTOMERS on the quality of the community excellence group’s programs and services?
(2) Potential Residents and Other CUSTOMERS HOW do you listen to potential residents and other CUSTOMERS to obtain actionable information? HOW do you listen to former residents and other CUSTOMERS, and neighboring communities’ residents and other potential CUSTOMERS, to obtain actionable information on your programs and services, as appropriate?
b. Resident and Other CUSTOMER Segmentation and Program/Service Offerings
(1) Resident and Other CUSTOMER Segmentation HOW do you determine resident and other CUSTOMER groups? HOW do you
- use information on residents, other CUSTOMERS, and community offerings to identify current and anticipate future resident and other CUSTOMER groups; and
- determine which resident and other CUSTOMER groups to emphasize in your programs and services?
(2) Programs and Services HOW do you determine your community excellence group’s programs and services in the areas of health, education, the economy, and quality of life, as appropriate? How do you determine resident and other CUSTOMER needs and requirements for programs and services?
3. The Communities of Excellence Framework views residents in two ways: as customers (users of the community excellence group’s programs and services—category 3) and as resources (to be engaged in doing the work of the community excellence group—category 5).
3. Your listening, and your determination of programs and services, should consider all key resident and other customer groups, including those not historically included in your community’s decision making. It should consider the inclusion of all key groups within your community, its diversity (e.g., race, religion, color, gender, national origin, language, disability, sexual orientation, age and generation, education, socioeconomic status, geographic origin, and skill characteristics, as well as ideas, thinking, and perspectives), and equity among groups within your community.
3.1a(1). Methods for listening to residents and other customers might include surveys, town halls, focus groups, attendance at existing community group meetings, and social media and web-based technologies (including monitoring comments on social media outlets you moderate and on those you do not control).
3.2 Customer Engagement: How does your community excellence group build relationships with residents and other customers and determine their satisfaction and engagement?
a. Resident and Other CUSTOMER Relationships and Support
(1) Relationship Management HOW do you build and manage relationships with residents and other CUSTOMERS? HOW do you build and manage relationships with residents and other CUSTOMERS to manage and enhance your group’s image, meet residents’ and other CUSTOMERS’ requirements, build their trust, and exceed their expectations?
(2) Access and Support HOW do you enable residents and other CUSTOMERS to seek information and support regarding your community excellence group’s programs and services? HOW do you enable them to interact with you? What are your KEY means of resident and other CUSTOMER support and communication? HOW do they vary for different resident and other CUSTOMER groups, as appropriate?
(3) Complaint Management HOW do you manage residents’ and other CUSTOMERS’ complaints? HOW do you resolve complaints about your community excellence group promptly and effectively? HOW does your management of complaints enable you to recover your residents’ and other CUSTOMERS’ confidence, enhance their satisfaction and ENGAGEMENT, and avoid similar complaints in the future?
b. Determination of CUSTOMER Satisfaction and ENGAGEMENT
(1) Satisfaction, Dissatisfaction, and ENGAGEMENT HOW do you determine resident and other CUSTOMER satisfaction, dissatisfaction, and ENGAGEMENT with your community excellence group? HOW do your determination methods differ among your resident and other CUSTOMER groups? HOW do your measurements capture actionable information?
(2) Satisfaction Relative to Other Communities HOW do you obtain information on residents’ and other CUSTOMERS’ satisfaction with your community excellence group relative to that of residents and other CUSTOMERS in other communities?
c. Use of VOICE-OF-THE-CUSTOMER and Community Data
HOW do you use VOICE-OF-THE-CUSTOMER and community data and information to build a more resident- and other CUSTOMER-focused culture and support decision making?
3.2. Results for resident and other customer perceptions and actions (outcomes) should be reported in item 7.2.
3.2b(2). Information on relative satisfaction may include satisfaction with programs and services offered by neighboring communities, and on health, education, the economy, and quality of life in neighboring communities.
3.2c. Resident and other customer data and information should be used in the overall performance reviews addressed in 4.1b.
Terms in SMALL CAPS are defined in the Glossary of Key Terms