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

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¡°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)

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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

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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.

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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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