Customer Satisfaction and Loyalty Research
Managing, Measuring, Analyzing and Interpreting
3-day training seminar, $2,495


Attend this training course and learn to design research methods to monitor customer satisfaction and gain customer loyalty. Discover quantitative tools for analyzing customer satisfaction survey data and how to draw meaningful interpretations from the output.

You will also learn:

  • The 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 a survey questionnaire
  • How to select the sample.
  • How to analyze and interpret customer satisfaction survey results and provide management information about key drivers and performance
  • How to use study results to establish performance standards and set goals for the future
  • How to develop summary information
  • How to determine the relative importance of product and service components using correlation, regression and more advanced techniques.
  • How to identify drivers of dissatisfaction and delight
  • Methods used for linking satisfaction and profit
  • Mixed models of customer satisfaction data
  • How to analyze customer complaint data.
  • What statistical process control methods to use when comparing results from different organizational units or from different points in time



The Role of Research in Customer Retention:

  • Justifying customer satisfaction research costs and efforts
  • How customers perceive quality
  • How customer satisfaction relates to profits
  • Managing customer satisfaction and retention
  • The evolution of customer satisfaction measurement and management
  • Keeping customer satisfaction research decision-oriented.

The Qualitative Phase of Customer Satisfaction Research:

  • Product attributes to track
  • The structure of customer satisfaction
  • The discovery phase in customer satisfaction research
  • Secondary sources, internal interviews, customer interviews, and focus groups
  • Organizing qualitative discovery process results into a practical questionnaire.

Constructing the Satisfaction Measurement Questionnaire:

  • Structuring customer satisfaction tracking questionnaires
  • Mini-workshop
  • Key issues in constructing customer satisfaction tracking surveys
  • Ordering questions
  • Key measures and types of scales

Choosing a Sample and Administering the Survey:

  • To whom customer satisfaction questionnaires should be administered
  • Sampling and sample size issues
  • Options for communicating with subjects
  • measure customer satisfaction frequency
  • Using research to identify what performance standards are acceptable to customers

Day 2

Analysis Plans and 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 loyalty of customers from sample results are
  • Case study introduction
  • Discussion of specialty topics
    • Secure Customer Index (SCI)
    • Net Promoter Score (NPS)

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
  • Pitfalls to avoid when interpreting results
  • Multicollinearity among processes and subprocesses
  • How to deal with with missing data
  • Factor analysis and other multivariate methods
  • 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:

  • Customer complaint and problem data
  • Developing the problem impact tree
  • Assessing the financial impact of unreported problems

Day 3

Classifying 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 when refining quality improvement recommendations
  • The use of penalty-reward contrasts, butterfly charts, and other methods
  • Graphical presentations of analyses
  • Case study workshops

Linking Satisfaction Scores to Customer Retention and Profit:

  • Simple forms of linkage analysis
  • Projecting the impact of process and overall satisfaction on retention and profits
  • Advanced methods of structuring the problem
    • 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.

Dates, Locations and Registration

Recommended Follow-on Courses:

Designing Effective Questionnaires

Related Courses:

Survey Design Workshop


Training & Certification:
   w Call Center
   w IT Support Center
   w ITIL
   w Help Desk

   w Telecom

Call Center Operations
Technical Support
Call Center Technology
Online Support
Customer Satisfaction
Knock Your Socks Off
Help Desk Institute
Telecom Books
Communication Skills
Call Center Monitoring
Metrics / Benchmarking
Hiring & Retention
Outbound Telesales
Novelty Gifts & Humor
Half-Priced Books

Subject Index
Catalog Index

Shipping Options
About Us
Contact Us

Registration Fees

The 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
Nov 12-14, 2014 Cincinnati, OH Cincinnati Offices

More Training and Certification Courses

For more training course options, see the entire Contact Center Training Calendar of dates and locations.

For more IT, technical and field support training course options, see the Help Desk, ITIL, and Support Center Calendar.

Terms & Conditions

Seminar provider is not responsible for losses due to cancellation. In all circumstances, seminar provider's liability shall be limited to fees received.

Seminar agenda and assigned instructors are subject to change.

Public Training Terms & Conditions

Payment is due prior to the seminar.

Public seminar cancellation policy.  Registrants may cancel up to fourteen days in advance of the seminar start date for a full refund, less administrative fees of $500.  Or, you may transfer your registration to another member of your company at no additional charge.  Registrants canceling within fourteen days of the seminar will receive training credit, less administrative fees of $500 toward any other Resource Center seminar.

In the unlikely event that a seminar must be cancelled by seminar provider due to unavoidable circumstances, you will be notified at least two weeks prior to the seminar date, and your payment will be refunded.  Seminar provider is not responsible for losses due to cancellation including losses on advanced purchase airfares.  We strongly recommend that attendees traveling by air to attend the seminar purchase only refundable tickets.Become a certified callcenter manager