scope:

This guidance note is an aid to the development and revision of all customer-facing standards [sometimes known as Customer Service Delivery Standards], irrespective of Directorate 'ownership', proposed or extant. Most customer-facing requirements are in standards owned by Marketing & Planning, but some are in joint standards, while some may be owned by others. Customer-facing standards are developed around these organising themes ["customer service delivery areas"] -

• Access and Interchange

• Ambience

• Amenities and facilities

• Customer relations

• Customer information

• Security

• Staff

• Ticketing

• Train service

The note provides general guidance about ensuring that a customer-facing standard is in fact customer-focused, with attention drawn to some 'tools' available to assist in a standard's development, including

• Market Research - (Customer Insight)

• Benchmarking

• Business Case Development Manual

• the Brand model.

Purpose

The purpose of this guidance note is to support the development of customer-facing requirements in London Underground standards¹. It supports delivery of clauses 3.2.9.4 and 3.2.11[d] of the Company's "Standard for Standards" [2-05301-005].

This guidance note also supports a number of Company policies including those in these groups -

• delivery to our customers

• planning for the future and

• managing our business

The guidance is to assist the developer of customer-facing standards in ways that support the Company's customer service delivery aims and the Company brand.

¹ Referred to as "customer-facing standards" throughout this guidance note.