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Customer Needs & Demands

This module is about how organisations understand their customers, adjust their interactions based on this knowledge, and communicate with them.

Overview assessment
These questions available in the 'Framework Questions' document focus on how organisations understand and segment their customers; base their treatment on this segmentation; communicate with customers.

Detailed assessment
The NAO has developed materials to support a detailed assessment in this area. These materials probe the four areas in this module: Communication, Customer Segmentation, Customer Interaction strategy, and Customer data management. Please contact the NAO Efficiency Centre Team for further information and to discuss how these materials could be applied to your organisation.

Other sources include
'Department for Work and Pensions: Delivering effective services through contact centres': provides call-centre specific recommendations.

 

'Department for Work and Pensions: Using leaflets to communicate with the public about services and entitlements': provides recommendations on use of leaflets.

'Difficult Forms: How government agencies interact with citizens': provides practical advice on assessing how easy current forms are for customers to fill in.

 

'Better Public Services through e-government': includes examples of successful implementation of e-government.