Secret Customer: Teaching Quality in Public Administration (original) (raw)

Knowledge International Journal, 2020

Abstract

In the social sciences, a case study is a research method involving an up-close, in-depth, and detailed examination of a particular case. The case method is well suited for use in public administration courses. Students may lack related work experience to which to apply the theoretical information presented in the course. Case studies provide a good opportunity by which theory can be applied to practice, the new knowledge can be tested, the results can be discussed, the new insights can come. In addition, this method offers an occasion in which students can gain confidence in their ability to propose and defend their ideas, thereby learning skills they will need as public administrators, and they will have a proper understanding about quality of public services from the user's perspective. In European and world practice, a number of methods are used to study various elements of customer satisfaction, which are focused on attracting them as participants in the service design process and quality improvement. One of these techniques is "secret customer" monitoring. The first part of this article explains the-Secret customer‖ as a well-established technique in the private sector that has transferred to public services: the use of individuals trained to observe, experience and measure any customer service process, by acting as service users or customers and reporting back on their findings in a detailed and objective way. This procedure can be used over the telephone, in face-to-face situations or by email. The idea is to test out the actual customer experience of services, to take a snap shot of public service delivery and to measure the client's satisfaction. The second part aims to present the application of the-secret customer‖ technique in the education of students majoring in Public Administration in the discipline Quality and Competitiveness in the Public Sector. The big challenges facing students are to go through the whole process, create the necessary documents, carry out the inspections and provide evidence of their findings. And all this is related to a good knowledge not only of the methodology and theoretical formulations, but also to the development of soft skills for planning and time management, teamwork, digital skills and more. This case study motivates students to learn and to explore the topic of quality, provokes interest and increases their activity; they have chance to see the two sides of the processas a customer with his expectations and as a public administrator with difficulties to surpass them.

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