Customer Service Review
Customer Service Review (CSR) is a diagnostic tool designed to evaluate the quality and effectiveness of customer service delivery within organisations. It can be applied across entire organisations or specific customer-facing teams, spanning diverse sectors such as business, education, healthcare, government, NGOs, IGOs, hospitality, and retail. The CSR tool helps identify strengths and areas for improvement in service strategy, policies, processes, operations, leadership, and the mindset of all team members (not just customer-facing staff), enabling organisations to elevate their customer experience and build lasting relationships.
The Concept
The Customer Service Review (CSR) is a tailored diagnostic process that reflects the unique service culture, customer expectations, and operational realities of each organisation. Designed to be conducted by internal team members, CSR fosters deeper engagement, authentic insights, and a shared sense of ownership. The findings from the review feed into the organisation’s Continuous Improvement (CI) process, enabling structured interventions such as Business Process Reengineering (BPR), root cause analysis, and collaborative solution generation. These interventions may lead to policy enhancements, process redesigns, capital investments in infrastructure or technology, leadership development, and the cultivation of a customer service mindset across all levels. Anchored in the philosophy of Purposeful Leadership, CSR ultimately contributes to the development of purposeful people, leaders, and organisations, committed to delivering exceptional service and creating lasting value.
Customer service dimensions
The Customer Service Review (CSR) framework organizes twenty key service dimensions into four standard categories: Customer Service Mindset of Staff, Sales Engagement & Solutioning, Order Fulfilment & Delivery, and Post-Sales Support & Education. These categories offer a structured lens to evaluate service excellence across the customer journey. While these are commonly applicable across industries, organizations may adapt or expand the categories to suit their specific business models, customer segments, and industry dynamics
How Can We
Help You?
Customer Service Mindset of Staff
Reflects the attitude, responsiveness, and interpersonal approach of staff across the customer journey.
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Courtesy of sales staff
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Courtesy of technical / operational staff
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Response to sales inquiries
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Follow-up by service staff, post-sales
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Courtesy of payment follow-up
Sales Engagement & Solutioning
Covers the initial customer interaction, solution design, and agreement clarity, with a focus on value creation.
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Customising solutions
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Value for money
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Accuracy and simplicity sales agreement
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Response to order status inquiries, pre-sales
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Enhances own brand value and success
How Can We
Help You?
Order Fulfilment & Delivery
Focuses on the execution of customer orders and delivery of products/services.
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Quality of products and services
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Timeliness of delivery
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Quality of preparation / installation
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Accuracy and timeliness of delivery / shipping documents
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Accuracy and timeliness of invoicing
Post-Sales Support & Education
Addresses customer support after the sale, including service continuity and empowerment.
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Response to inquiries, post-sales
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Aftersales service
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Usage education / training
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Education / information provision, post-sales
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Additional service dimension (not listed in the form)
Customer Service Standards - Evaluation Criteria
Each service dimension is assessed using three essential criteria in the Customer Service Review. They are;
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Importance - this ensures that greater attention is given to service standards that matter most to customers.
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Performance - this helps identify areas where our service delivery may be falling short.
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Trend - this tracks whether performance is improving, stable, or declining highlighting areas that requires arresting.
By considering all three criteria together, organizations can effectively prioritize improvements. High-priority areas are those where the service standard is important to customers, current performance is poor, and the trend is declining.
This criterion ensures that service improvements are aligned with what customers truly value. For example, if customers prioritize timeliness of delivery, investing in improving that area will have far greater impact than enhancing office ambiance, which may be irrelevant if customers never visit the office. It helps organizations avoid misdirected efforts and focus on what truly enhances the customer experience.
This criterion helps organizations assess how well they are currently delivering each service standard. It highlights areas where performance may be falling short and need improvement. For instance, if customers rate accuracy of invoicing poorly, it signals a need to review and strengthen billing processes. Without this insight, teams may overlook critical gaps that directly affect customer satisfaction.
This criterion tracks whether performance in each service area is improving, stable, or declining over time. It helps organizations focus on areas where service quality is deteriorating. For example, if after-sales service was rated well last year but has seen a steady drop in customer feedback, it signals a need for immediate attention. Identifying declining trends ensures timely intervention before issues escalate.
Customer Service Review
Assessment Guidelines
The Customer Service Review (CSR) consists of 20 service standards evaluated across three criteria: Importance to Customers, Our Performance, and The Trend. Participants rate the first two criteria on a scale of 1 to 5, and the third on a scale of 1 to 3. If a criterion is not relevant, it can be marked as Not Applicable. An Additional Criterion can be selected to include one extra service dimension not listed, and any missing criteria can be highlighted for future reference. Participants may also provide a short write-up with a real-life example to enrich the assessment. The process typically takes 10–15 minutes to complete. We use adaptive testing to ensure the practical relevance of results. The CSR report is sent to you by email immediately after the form is submitted, although occasional delays may occur depending on the number of participants at the time.
Use of the Online Report
This complimentary report is part of Purposeful Leadership (Pvt) Ltd.’s commitment to supporting organisations in their journey toward service excellence. If this review was a self-assessment, we encourage you to invite colleagues and customers to participate using the same evaluation link. This will help you gain a more comprehensive understanding of both internal and external perceptions of your customer service quality. If you were invited by a customer to provide feedback on their service, we invite you to consider conducting a similar review for your own organisation. For those seeking deeper insights and structured improvement, our consulting services are available to help you identify key areas for development, prioritise actions, and enhance service delivery through tailored solutions and training. Please feel free to contact us using the contct form below.
The CSR Questionnaire (Sample Section)
Sample section of the questionnaire
The CSR Brief Report – Complimentary
We are pleased to offer you the CSR brief report free of charge. Given below is a sample of the brief report.
Customer Service and CI Consultancy
Concept and Benefits
Understanding the quality of customer service through the CSR assessment is a vital first step toward service excellence.
While engaging internal teams in the review process and acting on the findings is valuable, securing buy-in and driving meaningful change can be challenging. Our consulting service adds depth by complementing the quantitative data with qualitative insights through one-on-one interviews and focus group discussions, resulting in a comprehensive report.
We also help engage team members at all levels by providing training, coaching, and highlighting the professional benefits of participating in customer service and CI improvement teams. We are happy to discuss and tailor a solution to suit your unique context and needs.
Intervention Process
We customise the process to suit your context
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Agree on the scope of the intervention
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Train team members on the CI process
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Conduct Customer Service Review (CSR)
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Conduct Business Process Reengineering (BPR)
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Conduct People Review
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Analyse findings
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Identify and prioritise improvement projects
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Select improvement teams
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Conduct root cause analysis
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Generate creative solutions
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Provide implementation team coaching
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Communicate improvement projects
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Evaluate progress
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Celebrate achievements
What inspired the creation of the ‘Customer Service' Review?
The Customer Service Review (CSR) was inspired by the Kaizen philosophy of continuous improvement, introduced by Masaaki Imai. Drawing from this approach, Dr Ranjan De Silva developed CSR to help teams identify and improve service standards that matter most to customers—empowering purposeful people, leaders, and organisations.
Further Engagement
- To explore a customised comprehensive Customer Service Review consulting​ for your organisation.​
- To explore how we can support you to instill a Continuous Improvement (CI) culture in your organisation.
- Explore developing Purposeful Self-leadership, Purposeful People Leadership and Purposeful Organisational Leadership in your organisation.
- Discuss your personal, team, and business issues to explore solutions (diagnostics, assessments, consulting, coaching, training and follow up support).