CUSTOMER SATISFACTION MEASUREMENT

Description. Maintaining and enriching the customer experience is critical to organizational growth and even survival in the ever-expanding global marketplace. Without the customer, no matter how good the product or service, there is no profit.

Measuring customer satisfaction is in fact an integrated value chain that should be the main driver of any organization. It includes areas like identifying customer requirements, measuring the satisfaction of customers with service delivery, continually assessing the importance of service and product attributes to customers, and building a process to feed these customer requirements into the organization’s daily operations. It is only by managing these processes well that an organization can achieve satisfied customers.

In this context, it is always worth remembering two facts in any organization: - it costs about 5 times to win a new customer than maintain an existing one; - it is the customer who pays the employees’ paychecks and the organizational profits at the end of the month.

This two-day seminar is designed to deliver an overview of tools and techniques used by major organizations to measure customer satisfaction for continuous improvement.

Objective. At the end of the program, the participant will be able to establish an effective Customer Satisfaction Measurement System.

Course Approach. There will be a blend of lecture-discussion, open forum and workshops by teams. Activities also include group exercises, and case study.

Pre-requisite. Individuals with interest to learn how to effectively measure customer satisfaction.

Who should attend.
  - Customer satisfaction measurement specialists who want to improve
     their existing measurement processes and results
  - Those who are initiating a new customer satisfaction measurement
    process quality improvement professionals who want to link customer     satisfaction measurement with existing process improvement activities
  - supervisors
  - engineers
  - marketing/sale personnel
  - management staff
  - instructors
  - managers who want to use customer information to help them
    enhance their operations.

Outline
   • Introduction
   • Typical CSM Process Flow
   • The Role of Exploratory Research
           - Composition of the Survey Population
           - Techniques of Exploratory Research
   • Methods of CSM
   • Sampling
           - Definition
           - Purpose
           - Principle
           - Importance of Accurate Sampling
           - Sampling Options
           - Determining the Sample Size
           - Steps in Drawing a Sample
  • Questionnaire Design
           - The Basic Principles of Asking Questions
           - Rating Scales
           - Structuring the Questionnaire
  • Response Rate
           - Essentials to Achieving Adequate Response Rate
           - Techniques to Boost Response Rates
  • Statistical Analyses
  • Gap Analyses
           -Determining the Priorities for Improvement (PFIs)
  • Feedback Mechanism
           -Internal Feedback
           - Feedback to Customers

Duration: 16 hours