Overview

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.

Agenda

DAY 1

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

DAY 2

Analysis

• 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

DAY 3

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

• 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

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