1.1. Customer Identification

Richard

Hello everyone, and welcome to the Customer Service Excellence Podcast Workshop. I’m Richard, and I'm joined by my colleague Ruth. Today we’re diving into a really important part of the refreshed Standard — Principle 1.1: Customer Identification.

Ruth

Hi everyone! This principle sits right at the beginning of the Customer Insight journey. Before we can design brilliant, tailored services, we need to really understand who our customers are — not just on paper, but in practice. And with the 2026 refreshed Standard, the expectations around insight, inclusivity and personalisation are higher than ever.

Richard

Let’s start with the heart of 1.1.1: knowing your customers in detail. The Standard emphasises the importance of using recent and reliable data to understand both current and potential customer groups. And Ruth — this is so much more than demographic data, isn’t it?

Ruth

Absolutely. It’s about characteristics, behaviours, expectations, emerging trends — the whole picture. If we want services that feel personal and responsive, organisations need to go beyond broad assumptions and start working with evidence that truly reflects the people they’re serving.

Richard

And the Standard tells us why this matters: organisations that deeply understand their customers are the ones able to innovate, tailor services, and maintain a competitive edge.

Ruth

From an assessment perspective, Assessors may look for clarity around segmentation — organisations identifying at least five meaningful customer groups based on needs, demographics, behaviours, or preferences. This brings real structure to the insight.

Ruth

Some great proactive strategies include: - Creating five or more customer segments that reflect real differences in behaviours or needs. - Running competitive benchmarking every six months. - Hosting segmented focus groups twice a year with strong participation. - Training staff so that 95% complete customer insight training and score at least a 80% post-training positive assessment score. - Using data analysis tools to interpret and apply insight. - Monitoring customer journey completion times and aiming for a 20% reduction across categories.

Richard

And those monthly data analytics reports are essential. They help organisations spot emerging trends quickly and adapt before issues become bigger problems.

Richard

Additional practical examples: - Using heatmaps to analyse where users abandon online forms. - Tracking telephone enquiries to identify recurring patterns in customer frustrations. - Mapping customer motivations such as reassurance, speed, convenience, and clarity.

Ruth

During assessment, Assessors may look for: - Corporate documentation showing how insight informs strategy. - Segmentation charts and customer profiles. - Staff interviews demonstrating consistent understanding of customer groups. - Written narratives showing how insight shaped changes to processes or services.

Richard

The emphasis here is that insight must be used, not just stored.

Richard

Now we move on to Element 1.1.2, which focuses on inclusive service. This part of the Standard reflects modern expectations around accessibility and equity.

Ruth

Inclusivity isn’t optional — it’s essential. Organisations need to identify customers who may face barriers and respond proactively. Barriers might include: - Limited digital confidence or access - Mobility or sensory impairments - Language or communication needs - Anxiety or neurodiversity - Socio-economic challenges affecting access.

Ruth

This element is demonstrated when organisations: - Conduct annual policy reviews to embed inclusivity across all services. - Train staff in inclusive service delivery — achieving at least 95% completion and 80% assessment scores. - Create personalised service plans for customers with additional needs. - Ensure communication materials are available in at least three accessible formats. - Develop partnerships with disability advocacy groups to shape improvements. - Carry out annual accessibility audits with clear improvement actions. - Track utilisation rates among customers with accessibility needs and target a 20% increase.

Ruth

Additional examples: - Offering telephone alternatives when customers struggle with digital forms. - Providing quiet spaces for customers experiencing anxiety. - Assigning specialist advisors for customers with complex needs.

Ruth

Assessors may look for: - Written narratives explaining inclusive practices. - Leader and manager interviews. - Employee interviews describing real adaptations. - Customer conversations that demonstrate barriers were removed. - Accessibility audit findings and follow-up actions.

Richard

Principle 1.1 sets a powerful foundation for Customer Service Excellence. It’s about understanding your customers fully and ensuring that every person can access and benefit from your service.

Ruth

Absolutely. When organisations get Customer Identification right — both understanding and inclusivity — everything else becomes easier and more effective.

Richard

Join us next time as we continue with Principle 1.2 — Engagement and Consultation.

Ruth

Thanks for listening — see you on the next Episode!

Richard

Thanks for listening and bye for now!