Customer insight

Understanding customers and citizens should be at the centre of all public organisations. Customer insight is one of the key tools available to enable councils to redesign services in ways that save money and improve customer satisfaction.

Customer insight is rapidly rising up the agenda of public sector organisations. The public expects increasingly more of its local services. Only by understanding what is really important to people can a service be efficient and effective.

This resource is aimed at strategic decision makers wishing to improve their organisations' understanding of citizens, customers and communities. These include chief executives, directors and heads of service. Improvement will come through better use of customer data and information.

The guidance provides an introduction to individual tools and techniques, and examples of how customer and citizen insight has been used in practice.

This web resource is based on the publication:

Insight: Understanding your citizens, customers and communities

26 July 2010

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