Among government departments in the United Kingdom, the Inland Revenue has been among the first to engage in a large scale, multi-stage programme of customer service research in accordance with the Government's Citizen's Charter initiative. This paper maps the progress to date in carrying out this research and in meeting a very complex range of communication challenges, both internal and external, in the context of major structural and organisational change within the Department Adopting a case study format, we examine the difficulties encountered in meeting the broad range of communication requirements, and we cover both the intricate internal management of these issues, as well as the role of the research consultant as a touchstone of non-political objectivity in assisting the communication process. The paper concludes that a close working relationship between the client and the research consultant, including unstinting commitment to the task on both sides, is vital to the success of such an endeavour.
On both sides of the Atlantic, the race is on to understand and meet customer expectations of service delivery, and research has a key role to play in helping organisations implement and sustain effective customer service programmes. For this paper, the authors have combined their experience of working closely with US and UK clients, across a range of different market sectors, to prepare a recipe for success in achieving good customer service, in which research is a vital ingredient. Two case studies, one from each country, are presented to demonstrate how the recipe ingredients have been blended by two very different organisations to produce uniquely successful service cultures. The authors conclude that detailed applications require informed tailor-making, but that research techniques translate well between cultures and markets, and that the exchange of ideas and experience will continue to benefit both clients and their customers.