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
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
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 products 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
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
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
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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
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