Case Study: Dyfed Powys Police

Dyfed Powys Police

The Challenge:

Dyfed Powys Police recognised a need to improve the service experience being offered to the local community, specifically a need to be more empathetic with the public around matters such as ASB and to improve the overall levels of confidence and satisfaction within the community and the perception of their local police force.

The Solution:

Our team spent a week inside the force contact centre understanding the various roles and types of calls being handled. Time was also spent on division and with members of the leadership and training teams, providing us with insight into customer service force wide. Due to Dyfed Powys being a small local force it was agreed that we would design and develop a programme that could be piloted in the first instance and then rolled out by the internal training team over the following months. We spent 7-10 days with the training team conducting a specialist trainer training programme, developing their skills and confidence to deliver this programme force wide.

The Customer Benefits:

The immediate benefit was a real understanding force wide of customer service and how each individual could improve their own service provision. The feedback from delegates was fantastic and for some the best training programme they had ever attended. Over the following months Dyfed Powys noticed a number of significant improvements, ranging from how ASB calls and incidents were responded too, involving a more empathetic approach and the overall confidence and satisfaction ratings for the force locally and nationally.

Customer Testimonial:

Recommendation for Future Vision Training on the Implementation and Outcome of the Community Trust & Confidence Programme within Heddlu Dyfed-Powys Police:

The starting point for our engagement with Future Vision was recognition that as an organisation we needed to get better at the service experience that we offered to our communities and indeed to each other. This was contextualised by our then Chief Constable’s commitment to achieving and maintaining both public and internal satisfaction are crucial elements of our service delivery.CC Ian Arundale, Dyfed-Powys Police – July 2011

This was the catalyst for our engagement with Future Vision. This engagement proved to be both rewarding and challenging in that they questioned many of our organisational and personal norms as to the way that we delivered our services to the public… Working together we developed the ‘Community Trust & Reassurance (CTR) Programme’ that put a model of ‘empathy’ at its very heart. This was to provide a cultural and behavioural change to the way that we approached customer service within Heddlu Dyfed-Powys Police.

The programme workshops received consistently good reviews from staff (at all levels) that included such as comments as:

  • “Workshop Really Helpful & Interesting”
  • “Totally Relevant & Useful”
  • “Helped me to recognise ways of building up trust and confidence with the customer”
  • “One of the most enjoyable and relevant workshops that I have attended in my career to date”

The outcome of the delivery of the programme to staff throughout the organisation was for a continuing and sustainable improvement in public satisfaction and our ability to provide an empathetic approach in listening to our communities as to the issues that were important to them and were affecting the quality of their lives. This was particularly true in terms of improving our response to Anti-Social Behaviour. In 2012 as a result of this work Her Majesty’s Inspectorate of Constabulary (HMIC) acknowledged Heddlu Dyfed-Powys Police as being as being one of the top 5 forces in England & Wales Heddlu Dyfed-Powys Police in providing a quality of service to incidents of Anti-Social Behaviour.

If I were to sum up the impact of the CTR Programme on Heddlu Dyfed-Powys Police it would be that it provided the opportunity for the force to move beyond just putting things right in its customer service to achieving excellence in customer service thus sustainably improving service to its rural communities.Gwyn Thomas, Chief Superintendent (Retired) September 2012

  • Quote-background

    I would strongly recommend this programme if you are serious about sustainably improving community trust and reassurance in your organisation.

    Chief Superintendent Gwyn Thomas,
    Heddlu Dyfed-Powys Police,



By 2020, customer experience will overtake price and product as the key brand differentiator