A FRAMEWORK FOR ADVANCING A CULTURE OF CUSTOMER …
A FRAMEWORK FOR
ADVANCING A CULTURE OF CUSTOMER SERVICE
IN HEALTH AND HUMAN SERVICES
Prepared by the Child and Family Policy Institute of California
Under the auspices of the County Welfare Directors Association of California
Through a grant from The California Endowment
April 1, 2013
1
¡°Change is the only constant.¡±
Heraclitus
¡°With advances in technology and service delivery systems in other sectors, the
public¡¯s expectations of the Government have continued to rise.
The
Government must keep pace with and even exceed those expectations.
Government must also address the need to improve its services, not only to
individuals, but also to private and Governmental entities to which the agency
directly provides significant services.¡±
President Barack Obama
(Executive Order 13571)
2
ACKNOWLEDGEMENTS
The following individuals contributed significantly to the development of this report
through their participation as members of the project¡¯s Steering Committee, Leadership
Team or Advisory Group. The names of their organizations are provided to identify
individual areas of expertise and do not necessarily indicate endorsement of the
recommendations.
STEERING COMMITTEE:
Cheryl Davis
Placer County Health
and Human Services
Sacramento County
Department of Human
Assistance
County Welfare
Directors Association of
California
Stuart Oppenheim
Corrina Brown
Merced County Human
Services Agency
Cindy Lackey
Cheryl Davis
Placer County Health
and Human Services
Jessica Light
Gladys Deloney
Sacramento County
Department of Human
Assistance
Riverside County
Department of Public
Social Services
Los Angeles County
Department of Public
Social Services
Kern County
Department of Human
Services
Glenn County Human
Resource Agency
Isy Maggio
Margareta Hodzic
Santa Clara County
Social Services
Jonathan Taylor
Laurel Johnson
Humboldt County
Depart of Health &
Human Services, Social
Services
Teresa Zimny
Paul Lake
Frank Mecca
Cathy SenderlingMcDonald
Child and Family Policy
Institute of California
County Welfare
Directors Association of
California
LEADERSHIP TEAM:
Assmaa Elayyat
Hector Flores
Benjamin Gutierrez
Becky Hansen
Jackie Martine
Lenette McGillvray
Laurie Nelson
Laura Scott
3
Nevada County
Department of Social
Services
County of San Mateo
Human Services
Agency
Los Angeles County
Department of Public
Social Services
Placer County Health
and Human Services
San Joaquin County
Human Services
Agency
Tehama County
Department of Social
Services
Shasta County Health
and Human Services
Agency
Shasta County Health
and Human Services
Agency
Napa County Health
and Human Services
ADVISORY GROUP:
Kelly Brooks
Dana Brown
Albert Carlson
Sandy Damiano
Len Finocchio
Kathleen Hamilton
Anna Hasselblad
Al Hernandez-Santana
Lynn Kersey
Elizabeth Landsberg
Pat Leary
Kim McCoy Wade
California State
Association of Counties
(CSAC)
Service Employees
International Union
(SEIU) Local 1021
Service Employees
International Union
(SEIU) Local 521
County Health
Executives Association
of California (CHEAC)
California Department
of Health Care Services
(DHCS)
100 Percent Campaign
Lois McKinney
California Coverage
and Health Initiatives
(CCHI)
California State Rural
Health Association
(CSRHA)
Maternal and Child
Health Access (MCH
Access)
Western Center on Law
and Poverty (WCLP)
Cary Sanders
California Department
of Social Services
(CDSS)
Alliance to Transform
CalFresh & Horizontal
Integration Coalition
Jolena Voohis
Rene Mollow
Kei Nagao
Tia Orr
Matthew Ortiz
Libby Sanchez
Suzie Shupe
Celia Valdez
Sonya Vasquez
Antoinette Walker
Service Employees
International Union
(SEIU) Local 1021
California Department
of Health Care Services
(DHCS)
Service Employees
International Union
(SEIU) Local 721
Service Employees
International Union
(SEIU) State Council
California Department
of Health Care Services
(DHCS)
Laborers International
Union of North America
(LIUNA)
California Pan-Ethnic
Health Network
(CPEHN)
California Coverage
and Health Initiatives
(CCHI)
Maternal and Child
Health Access (MCH
Access)
Community Health
Councils (CHC)/
Covering Kids and
Families (CKF)
Coalition
Urban Counties Caucus
Service Employees
International Union
(SEIU) Local 721
Appreciation is also extended to all those who participated in the project's symposium,
as well as to those who shared their experiences and perspectives through structured
discussions, interviews, focus groups and paper surveys.
This report was prepared by Beth Fife, Project Director, Customer Service and Culture
Change Best Practices Project, Child and Family Policy Institute of California.
4
TABLE OF CONTENTS
Acknowledgements .............................................................................................
3
Executive Summary ............................................................................................
6
Introduction .........................................................................................................
10
Project Methodology ...........................................................................................
11
Setting the Baseline ............................................................................................
12
? Factors That Shape the Customer Experience .............................
12
? What Drives Organizational Culture? ............................................
15
? Case Studies in Culture Change ...................................................
16
The Vision Going Forward ..................................................................................
21
A Framework for Advancing a Culture of Customer Service ...............................
22
? Building Blocks of Excellent Customer Service .............................
22
? Core Principles for Achieving Culture Change ..............................
29
? Putting the Framework Together ...................................................
32
Next Steps ...........................................................................................................
35
Appendix 1: Focus Group Responses ...............................................................
37
Appendix 2: Customer Survey Data ...................................................................
44
Appendix 3: Customer Service Best Practice Examples ....................................
51
Appendix 4: January 16, 2013, Symposium, "Advancing a Culture of Service
in Health and Human Services", Discussion Points .......................
58
Appendix 5: Case Studies in Culture Change ....................................................
67
Appendix 6: The Kotter Change Model ..............................................................
77
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