In all sectors of the economy, service standards are constantly improving. Social security institutions will need to respond as people demand levels of service comparable to those they receive elsewhere.

Striving for excellence depends upon innovation in product development. This requires a continuous improvement approach whereby the entire product life cycle is regularly reviewed in order to eliminate poor processes, create better processes and introduce new technologies. A common tool in this approach is the plan-do-check-act (PDCA) cycle, also known as the Deming Cycle.

Continuous improvement initiatives can be big (e.g. large business process transformation projects, usually involving ICT change) or small. Listening to participants (see Guideline 2) is the richest source of information for continuous improvement initiatives.

A continuous improvement programme combines all seven service quality guidelines. Each initiative will require adherence to or consideration of one or more of these guidelines.