Designing & Managing Best-In-Class Customer Engagement Programs
Managing, Measuring, Analyzing and Interpreting
3-day training seminar, $2,695


This comprehensive seminar is focused on designing best-in-class customer engagement programs, performing insightful data analytics, and effectively communicating the findings, to achieve superior business success for your organization.

You will learn to:

  • Recognize strengths and opportunities of your current customer feedback program(s).
  • Design customer engagement surveys that provide accurate and comprehensive customer feedback.
  • Analyze customer feedback data to provide actionable improvement strategies to key stakeholders toward achieving superior ROI.
  • Select appropriate program deliverables such as score cards, online reporting, dashboards, and simulators.
  • Extend the value of customer engagement programs through social media research, customer journey mapping, and an understanding of the role of customer emotions.
  • Develop an understanding of deploying the principles of big data to extract information from customer engagement and other related sources of information.



Case Studies/Conundrums

The Case for Focusing on the Customer

  • Origins
  • Business models
  • The history of measurement programs
  • Linkage results / current corporate examples

Key Elements of Program Design

  • The importance of business objectives
  • The role of research objectives
  • Other considerations

Inventoring Existing Programs:Voice of the Customer Archtecture Assessment

The Role of Qualitative Research

Qualitative Research Options for Internal Stakeholders

  • In-depth interviews
  • Focus groups
  • Blueprinting

Qualitative Research Options for Customers

  • Customer advisory panels
  • Online focus groups, online communities, online bullentin boards
  • Social media research

Method Selection

  • Objectives; sample availability; population charachteristics (method strengths and weaknesses-multimode methods, intentional and unintentional mobile)

Developing a Sampling Plan

  • Focus on objectives
  • Various considerations (source, bias, quality of customer database)
  • Quota sampling

Writing a Survey

  • Respondent centricity
  • Common components and flow
  • Transactional versus relational versus product -or brand -focused
  • Blind versus client-identified
  • Order/  Overall measures/ Attributes
  • Problem resolution
  • Scaling/ Open-ended items



  • Overall measures of loyalty/ customer engagement
    • Comparison of various constructs; distinction among constructs (satisfaction, quality, the role of expectations, value, loyalty, customer experience, brand perceptions, customer effort)
    • Proprietary R&D
    • NPS
    • Emotion
    • Index development
  • Performance measurement/ reporting
    • Means, top X box scores, indices, gap scores
    • Significant testing considerations
  • Key driver analysis
    • Litany of options, including multivariate, bivariate, simple, and complex
    • Strengths/ weaknesses
    • Decision criteria
  • Issue prioritization
    • With current customer base
    • Versus competition
  • Problem incidence and resolution
    • Aggregate
    • Disaggregate; red alert systems
  • Linkage analysis
    • Upstream and downstream linkage
    • Projection of survey results to predict outcomes and estimate dollar impacts outcomes and changes

Types of Program Deliverables

  • Custom reports
  • Scorecards
  • Online reporting/ dashboards
  • Different deliverables for transactional versus relational work


Common Problems With Customer Experience Measurement Programs

  • Numbers do not change
  • Constantly changing the survey
  • Too much emphasis on every small change
  • Management indifference
  • Client-facing employees distrusting results
  • Different sources/ research yielding different customer experience results
  • Disconnect between attribute findings and overall loyalty findings
  • Too many disconnected surveys conducted by different business units

Action Planning and Accountability

  • Linkage business cases

Customer Loyalty Data and Big Data

  • Evolution
  • Industries and examples

Goal Setting

Input to Variable Compensation

  • Gaming by sales people

Action Planning and Accountability

  • Linkage business case

Customer Journey Mapping

Considerations for International Work

Social Media Research

  • Complement to survey findings

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

About Us
Contact Us

Customer Loyalty Data and Big Data
  • Evolution, industries and examples

Recent Topics Discussed in Customer Engagement Research

Concluding Remarks

Registration Fees

The registration fee for this seminar is $2,695, 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
No Dates At This Time To Be Determined To Be Determined

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