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Customer surveys are an invaluable tool for understanding the customer's perception of your service delivery.  Findings from a survey program provide critical information about your support center's performance -- information that can serve as a basis for  continuous improvement projects and ultimately lead to long-term customer loyalty. Surveys are also an important tool for researching customer needs and expectations.  However, a survey program is only valuable if the surveying effort is properly designed and executed.

This interactive course is designed for customer service or customer support managers and business analysts who are conducting their own customer satisfaction surveying program or are considering outsourcing the surveying effort. Attendees will get the background needed to build and conduct a successful customer satisfaction survey program. For service organizations that are considering outsourcing the surveying effort, this course will provide valuable information for selecting the right vendor of surveying services and for being a successful partner in the surveying program.  The techniques presented can also be applied to other types of surveying, such as employee satisfaction surveying.

You will learn:

• The role of surveys within a customer loyalty program
• How to identify aspects of the service process to be measured through the survey
• Critical issues in the construction of valid questions
• Alternative question formats and scales
• Response rate requirements
• How to select your survey sample
• Advantages of various survey administration methods, with a particular emphasis on the new electronic survey methods
• Methods for analyzing survey data
• How to organize and report data for maximum effect.

Look at this agenda!

Customer Loyalty Program Goals and the Role of Surveying

• What is a survey and why conduct one?
• The ROI of customer loyalty programs
• Customer surveying as bilateral communications

Pitfalls on the Survey Trail

• Validity and reliability of the survey instrument
• Validity of administration

Survey Project Management

• Key stages of a survey project: preparing the project plan
• Resources: who's on the team
• Budget: cost components of a customer surveying project
• Schedule: reasonable expectations for total elapsed time

Designing a Survey Questionnaire

• Types of surveys
  • Specific purpose surveys
  • Periodic surveys
  • Transaction-driven surveys
• Elements of a questionnaire
• How to sequence questions
• Question formats and when to use them
  • Multiple choice or categorical
  • Ordinal
  • Interval ratings
• The effects of wording
• Testing the survey

Administering the Survey

• Different types of administration methods and the advantages and disadvantages of each
  • Postal mail surveys
  • Telephone surveys
  • Electronic mail
  • Web form
  • Surveying "by disk"
  • Interactive Voice Response (IVR)
• Selecting the sample
  • Determining the sample size and the sample distribution size
  • Determining the confidence of the results
• Ensuring the quality of the administrative process
• When and how to use pre-administration notification and follow-up notes
• How to increase your response rates
• Best practices for collecting and organizing data

Analyzing & Presenting the Results

• Planning for your analysis
• Types of analysis: descriptive and multivariate statistics
• Analyzing textual data
• Preparing your written report
• Presenting your findings to management
  • The best uses of charts and graphs

Survey Automation Software

• What is survey automation software?
• Benefits of using this software
• The role of automation software in a survey project
• Selecting survey automation software
• Pricing of survey automation software
• Hidden shortcomings with automation software
• Sources of survey automation software

Outsourcing Considerations

As a hands-on workshop, attendees will be encouraged to bring a draft of a survey instrument from their organizations. These instruments will be critiqued by the group, delivering immediate feedback and improvement.

Special bonuses for on-line registration!

Register from this web site and receive a complimentary book from the Resource Center^*.   To learn more about these books, click on the open book icons to the left of each title.  Choose from:

How to Measure Customer Satisfaction
Using Service Goals and Metrics to Improve Help Desk Performance
By the Numbers: Using Facts and Figures to Get Your Projects, Plans, and Ideas Approved
How to Design and Write Effective Satisfaction Surveys
Marketing the Help Desk to Senior Managers and Customers

* Normal shipping and handling fees apply

Seminar Schedule, Start Times and Dress Code

Apr 17-18

Orlando

Gaylord Palms Hotel ()

Click on the "Hotel Info" icons for hotel address, phone number, directions, and other nearby hotels.

April Orlando attendees: Class begins at 2:00 p.m. and ends at 5:00 p.m. on the first day, and begins at 8:30 a.m. and ends 12:00 noon on the second day.

All other attendees: Class begins at 8:30 a.m. and ends at 5:00 p.m. on the first day and on 4:30 p.m. on the second day. You should arrive at 8:00 a.m. the first day to sign-in and meet fellow attendees.

Dress is casual. Keep in mind that meeting rooms can be chilly.

Registration Fees and What's Included

The per student registration fee for this seminar is $995, and includes the seminar, course materials, certificate of completion, refreshments, and lunch both days. To register, call (708) 246-0320 or click on the "Register" button below.

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 $300.  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 $300, 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.