As a first step to the delivery of excellent customer service, the standards of operation that constitute excellent service must be defined.
React Surveys believes that such standards should be:

Objective not subjective in their definition. The standards should define what should be done and how well it is done.
Comprehensive in their coverage so that the full range of service performance may be measured.
Consistent in their application, so that all assessed staff have an equal opportunity to perform to standard.
Accepted by participants, so that there is no feeling of an unfair assessment.


To achieve these aims, we recommend the consideration of the views of three key groups:
Customers - to discover what they expect in the way of service, what they would like to experience and what would really impress them.
Staff - to assure their commitment to the measurement of service. To identify any barriers they might perceive in delivering the required service levels.
Management - so that their needs are taken into account in the successful operation of the business.