Starting with people
Customer insight, communication and trust.
Three hours on starting engagement with the people you serve: who you are engaging, customer journeys, communication that earns trust and the engagement continuum.
- Level
- Focus
- Learning time
- 3 hours
- Where
- Engagement and Participation
- Price
- £69
When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Read the full terms
Certificate of Completion, or Certificate of Completion and Assessment with a short assessment
Overview and Outcomes.
Who It's For
Public service leaders seeing services from the outside in
Overview
Engagement begins with knowing who you serve and what you are promising them. This programme sets out what the engagement words actually mean, why silence is not satisfaction in services people cannot leave, and how John Alford's four public service roles, customer mapping and Mendelow's matrix clarify who you are engaging. It then follows people through their experience of a service, with journey mapping, Shostack's service blueprint and Seddon's failure demand, before turning to communication, trust and the limits of the Net Promoter Score. It closes on Arnstein's ladder, the IAP2 spectrum and the National Principles for Public Engagement in Wales.
Aims
This programme aims to help public service leaders see services from the outside in, building the judgement to understand the people they serve as customers, citizens and co-producers, to communicate in ways that earn trust, and to make honest engagement promises they can keep, choosing the right level of involvement for each decision.
In summary, you will be able to:
- Distinguish the main engagement terms and public service roles, and explain why silence and low complaint numbers can hide dissatisfaction in services people cannot leave.
- Use journey mapping, service blueprints and the distinction between value demand and failure demand to identify where people's experience breaks down and why.
- Plan communication and engagement for a real decision that builds trust, chooses a fitting level on the IAP2 spectrum and closes the loop with people.
What you'll develop
Through this Focus course, you will build the ability to:
- Distinguish inform, consult, involve, participate, co-design and co-production, and write an honest engagement promise for a piece of work.
- Explain Hirschman's exit, voice and loyalty and apply it to interpret silence and low complaint numbers in services people cannot leave.
- Describe Alford's four roles of customer, citizen, obligatee and co-producer, and identify which role a person is in when you engage them.
- Build a journey map that charts stages, touchpoints, emotions and pain points, and use a service blueprint to trace front stage failures to back stage causes.
- Match a communication approach, from telling to dialogue, to the moment, and assess a standard letter against the five basics of good communication.
- Distinguish the three tiers of Arnstein's ladder and the promises made at each level of the IAP2 spectrum, from inform to empower.
Built from 2 parts.
3 hours of learning.
- 01Knowing who you serveCustomer insight and community engagementBitesize3 modules
- 02From awareness to advocacyEngagement continuum, communication and trustBitesize2 modules
Keep going.
Part of the Engagement and Participation topic, also sold whole as Nothing about us without us.
Go deeper, and pay only the difference
- You are hereFocus, 3 hours, £69
- Next stepExplore, Who we serve and how they speak, 6 hours, £129. Already own the Focus? You pay £60.
- The whole topicImmerse, Nothing about us without us, 11 hours, £249. Already own the Focus? You pay £180.
When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Prices per person. Read the full terms