Overview

During this training course, you will learn research methods designed to monitor customer satisfaction and to gain customer loyalty as well as the quantitative tools used to analyze data obtained from customer satisfaction and loyalty surveys and how to draw managerially meaningful interpretations of the output.

You will also learn:

• Importance of customer satisfaction assessment and the consequences of ignoring this vital area.
• How to design a study to measure customer satisfaction, how to structure and administer the survey questionnaire and how to select the sample.
• How to analyze and interpret the results from the customer satisfaction survey to answer specific management questions dealing with key drivers and performance.
• How to implement results from the study to establish performance standards and goals for future.
• How to develop summary measures and methods for determining the relative importance of product/service components using correlation's, regressions and more advanced techniques.
• How to analyze drivers of dissatisfaction and delight; what methods are used for linking satisfaction to profits.
• What are the mixed models of customer satisfaction data; how to analyze customer complaint data.
• Which statistical process control methods are best for comparing results from different organizational units or from different points in time.

Agenda

DAY 1

Research's Role in Customer Retention:

• Justifying the cost and effort of customer satisfaction research
• Customer perceived quality
• The importance of customer satisfaction and its relationship to profits
• Managing customer satisfaction and retention
• The evolution of customer satisfaction measurement and management
• How to keep customer satisfaction research decision-oriented.

The Qualitative Phase in Customer Satisfaction Research:

• Learning what product attributes should be tracked in customer satisfaction measurement
• The structure of customer satisfaction
• The discovery phase in customer satisfaction research
• Secondary sources, internal interviews, customer interviews and focus groups
• Organizing the results of the qualitative discovery process into a practical questionnaire.

Constructing the Questionnaire for Satisfaction Measurement:

• Structuring customer satisfaction tracking questionnaires
• Mini-workshop
• Key issues in constructing customer satisfaction tracking surveys
• Ordering of questions
• Contextual nature of the relationship, key measures and types of scales.

Choosing a Sample and Administering the Survey:

• To whom to administer customer satisfaction questionnaires
• Sampling and sample size issues
• Options for communicating with subjects
• How often to measure customer satisfaction.
• Research to identify performance standards acceptable to customers

Day 2

Analysis Plans and Overall Customer Loyalty Measurement:

• Developing an analysis plan
• Typical analytical objectives for customer satisfaction tracking
• Summary measures of customer satisfaction and loyalty
• Using basic statistics for customer loyalty measures
• Projecting the results from samples to describe how how loyal your customers are
• Introduction of case study and discussion of specialty topics such as Secure Customer Index (SCI) and Net Promoter Score (NPS).

Uderstanding the Importance and Performance of Different Product and Service Elements:

• Options for summarizing performance
• Determining the relative importance of attributes
• Direct and indirect methods of determining the nature of attributes
• Avoiding pitfalls in interpreting results
• Dealing with multicollinearity among processes and subprocesses
• Dealing with missing data. Factor analysis and other multivariate methods used in CSM
• Analyzing the nature and sources of problems.

Setting Improvement Priorities:

• Presenting the output to support actionable recommendations
• Case study workshops
• Interpretation of findings and facilitating action planning
• Selecting the best forum for communicating results.

Quantitative Research on Customer Complaints and Problems:

• Dealing with data on complaints and problems
• Developing the problem impact tree to assess the financial impact of unreported problems

Day 3

Classifying Various Levels of Customer Satisfaction:

• Analysis of ordinal scales of satisfaction
• Actionable standards for defining delighted and loyal customers
• Summary measures to track drivers of dissatisfaction and delight
• Determining the relative impact of drivers of dissatisfaction and delight
• Case study workshops

Identifying Penalty, Reward and Performance Processes:

• Understanding the nature of attributes to further refine recommendations to management for quality improvements
• The use of penalty-reward contrasts, butterfly charts, and other methods
• Graphical presentations of these analyses
• Case study workshops.

Linking Satisfaction Score Levels to Customer Retention and Profits:

• Simple forms of linkage analysis
• Projecting the impact of overall satisfaction and process satisfaction on retention and profits
• Advanced methods of structuring this problem, including structural equation modeling and PLS.
• Incorporating competitive information using Customer Value Analysis.

Applying Results to Business Decisions:

• Overview of customer satisfaction research applications
• Illustrative cases and examples
• Setting internal quality standards
• Compensation and incentives
• Managing problems and complaints
• Problem resolution systems
• Resource allocations
• Managing customer value
• The American Customer Satisfaction Index
• Six-Sigma.

Registration Fees

The per student registration fee for this seminar is $2,495 and includes the seminar, course materials, refreshments, and continental breakfast. Class begins at 8:30 a.m. and ends at 5:00 p.m. on the first two days and 8:30 to 4:30 p.m. on the last day.

Register securely online with confidence or please call (708) 246-0320.

Seminar Schedule

Mar 27-29, '12	New York, NY	Location to be Assigned
Jun 27-29, '12	Los Angeles, CA	Location to be Assigned

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