Measuring and Managing Customer Satisfaction and Loyalty

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1. Introduction and overview
1. Characteristics of exemplary customer satisfaction measurement programs
2. A four-step process for measuring and managing customer satisfaction and retention
3. Critical activities and issues related to each process step
2. Implementing the CSM system
1. Common obstacles to successful implementation and deployment of customer satisfaction measurement and management (CSM)
2. Creating an integrating customer listening post architecture
3. Pros and cons of various listening posts
3. Evaluating survey content
1. Team exercise to evaluate survey content
4. Designing actionable customer surveys
1. The customer survey design process
2. Key tools and techniques for determining what to measure
3. The pay-me-now-or-pay-me-later-principle, and its implications for actionability of customer satisfaction research
4. Common mistakes in survey item construction — and how to avoid them
5. Explore alternative approaches to item scaling, and identify the strengths and limitations of each approach
6. Learn the most effective way to use open-ended questions in customer satisfaction and dissatisfaction surveys
5. Key methodological issues in surveying customers
1. Use of appropriate scales to determine importance and performance.
2. Recommended sample sizes for statistical significance
3. Survey frequency
4. Eliminating sources of bias
6. Measuring customer loyalty
1. Basic approaches to and rules of analysis
2. Building an index of customer satisfaction and loyalty
3. Impact of problem resolution on customer satisfaction and loyalty
7. Linking customer loyalty to business results
1. Predicting the impact of performance improvements
2. Projecting market damage
8. Defining targets for improvement and innovation
1. Importance-performance mapping
2. Attribute life cycle analysis and classification
3. Integrating multiple listening posts
9. Developing an analysis plan
1. Hands-on opportunity to apply tools and techniques for analyzing and integrating data
10. Deploying customer satisfaction results
1. Defining action paths
2. Explore the critical process of using customer/market data to drive improvement efforts and organizational change.

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