Customer Satisfaction and Loyalty Data: Analysis and Interpretation
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In this training seminar you will discover how to derive managerially meaningful interpretations from the information gathered through your survey research program. It presents quantitative tools you can use to analyze data obtained from customer satisfaction surveys.

Many companies today issue surveys and questionnaires to collect satisfaction data from their customers. Unfortunately, in many organizations, that's where the process ends, without any true or meaningful analysis of the information collected, much less any application to day-to-day customer relationship management operations or strategic objectives. In this way, many good intentioned investment dollars fall far short of providing the business guidance that justified the expenditure. But, this doesn't need to be your organization.

By attending this training course you'll learn:

  • 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.



The Basics of Analyzing Customer Satisfaction Data:

  • The objectives of customer satisfaction analysis
  • Required inputs to the analysis: what a good questionnaire should provide
  • Structuring the analysis to provide the greatest managerial insight and actionability.
  • Introduction to an ongoing actual study.

Analyzing Basic Satisfaction Scales I:

  • Analyzing basic customer satisfaction data based on interval-scales
  • Providing management with appropriate report cards on performance
  • Using appropriate statistical tests to detect changes in performance levels
  • Various methods for determining the relative impact on overall customer satisfaction and retention of the product’s processes and subprocesses, including correlations and regressions.
  • Workshop to interpret analysis of an actual case study.

Analyzing Basic Satisfaction Scales II:

  • Graphing the output to support actionable recommendations.
  • 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.

Tracking Dissatisfied, Satisfied, and Delighted Customers:

  • 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.


Classifying 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.

Linking Satisfaction Score Levels to Customer Retention and Profits:

  • Assessing the impact on retention and profits of programs to improve satisfaction
  • Advanced methods of structuring this problem, including structural equation modeling and PLS.
  • Incorporating competitive information using Customer Value Analysis.

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
  • Data mining methods to identify problem- and complaint-prone customers.
  • Research to identify performance standards acceptable to customers.

Identifying Real Changes and Differences in Customer Satisfaction levels:

  • When does a different satisfaction score indicate a real change in performance levels?: Using statistical process control methods for tracking satisfaction levels over time, or for comparing performance levels across units.

Registration Fees and What's Included
The per student registration fee for this seminar is $1,595, 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 day and 8:30 to 4:30 p.m. on the last day.

To register, click on the "Book Now" button or please call (708) 246-0320

Seminar Schedule
This seminar has been updated.Agenda, dates, and locations for this event

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Payment is due prior to the seminar.  If payment is not received, a credit card hold will be required for participation.  This card will only be processed if payment has not been received within two weeks following the 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 credit, less administrative fees of $500, toward any other Resource Center seminar.  In the unlikely event that a seminar must be cancelled, you will be notified at least one week prior to the seminar date. Seminar provider is not responsible for losses due to cancellation including losses on advanced purchase airfares.

Seminar agenda subject to change.


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Last modified November 08, 2007