1. Slide of 291
Guide Dogs Family Customer Experience
We will not rest until people who are blind or partially sighted
can enjoy the same freedom of movement as everyone else
We will deliver a world class guide dog service as part of a range of
services, and work to break down barriers to ensure people who are
blind or partially sighted can get out and about on their own terms
Vision
Purpose
Caring for our customers

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Here are some of the organisations that we spoke to about creating a successful
customer experience
“I'm so honoured to be able to sponsor a pup. You will not believe how excited I get
when I receive news/photos of my sponsored pup. Anyone would think I actually
own her! I proudly show her photo to everyone and talk about her to all.”
Betty Rankin, Sponsor a Puppy sponsor
Show passion  Value each customer  Give options  Understand needs  Take ownership  Listen and show compassion
Guide Dogs Family Customer Experience

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 Brand and
identity
 Clear
communications
 Awareness levels
 Relevance
 Referrals from
other
organisations
 Readily available
information
The process below illustrates what the overall ‘level zero’ of our
customer journey.
This is for all Guide Dogs Group services (Guide Dogs and Blind Children UK). Our
customers can, of course, join us at any stage, so this may not be a linear
journey for each one.
Awareness InformationEnquiry Support
 Various channels
 Enquiry method
 Through partner
organisations
 Managing
expectations:
• Speed
• Professionalism
• Consistency
 Monitoring and
evaluation
 Handover:
• Internal
• External
 Staff training
 Managing
interest (supply
and demand)
 Membership
 Monitoring and
evaluation
 Guide dog
service
 My Guide
 CYP habilitation
 CYP non-
habilitation
 Buddy dogs
 Training
 Aftercare
 Evaluation
GD
BCUK
Show passion  Value each customer  Give options  Understand needs  Take ownership  Listen and show compassion
Guide Dogs Family Customer Experience

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Our customers are the future of Guide Dogs – the way we engage
and communicate with them will influence their journey with us.
Show
passion
Value
each
customer
Understand
needs
Give
options
Take
ownership
Customer
Our customers encompass all internal and external stakeholders.
We speak to thousands of them every week. Here are some of them…
Dorothy
Supporter
Alan
Guide dog
owner
Janice
Volunteer
Claire
My Guide
user
Husain
CYP service
user
Katie
Staff
member
Customer
Principles Listen and
show
compassion
Guide Dogs Family Customer Experience

5. Slide of 295
Our customers are the future of Guide Dogs – the way we engage
and communicate with them will influence their journey with us.
Show
passion
Value
each
customer
Understand
needs
Give
options
Take
ownership
Customer
How are we going to achieve this?
Our service users
 Mobility Team
Service User
Representatives
Our volunteers
 Volunteer
Voices
Our people
 Customer Champions
 Consultation Partnership
Group
Customer
Principles Listen and
show
compassion
Guide Dogs Family Customer Experience

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Other references
 Customer care on the Intranet
 Mobility Services standards
 Signpost
 Signposting directory
 Email etiquette
 Social media guidelines
 Telephone user guide
 Caring for our Customers resource pack
 Clothing and uniform policy
 ‘Seeing it my way’ UK Vision Strategy
Regulatory authorities
 Charity Commission
 Office of the Scottish Charity Regulator
 Fundraising Standards Board (FRSB)
 Gambling Commission
 Health and Safety Executive
 Companies House
 Her Majesty’s Revenue and Customs
 Information Commissioner’s Office
 Public Fundraising Regulatory Authority
Other references
Go to our dedicated customer care area, including complaints, your local customer champion
and service standards.
Show passion  Value each customer  Give options  Understand needs  Take ownership  Listen and show compassion
My confidence
has grown and
my social life too.
People always
say hello when
they see us out
together, they've
usually
recognised us
from one of the
talks I've done.
William Walker,
guide dog owner
Guide Dogs Family Customer Experience