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In the British Council's global mystery shopping exercise 2008, conducted by an external mystery shopping organisation, the British Council Information Centre (BCIC) was scored the best British Council performer for dealing with enquiries. It was noted that we set high standards of customer care.
During January and February 100 calls and 100 emails were sent to the Information Centre in Manchester and the responses were analysed using a specialised benchmarking tool, Soft Skills Benchmarking (SSB) which is based on latest consumer research into customer expectations.
This was the first time that BCIC had taken part in the annual global exercise and we did not really know what to expect. BCIC however has out-performed the British Council benchmark for 2008 and the results show that our customers have positive experiences.
This is of course wonderful news for us and our customers. The final report highlights many points which can be improved, but the whole team are delighted with the results overall and are looking forward to improving our service even more in the coming year.
We are also planning to have mystery shopping done by British Council staff from outside the Information Centre. This is on a smaller scale but is much cheaper and can be done more often. For more information see our Internal Mystery Shopping document.
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