Customer-Focused Satisfaction Measurement is a two-day seminar designed for leaders and managers looking to energize their customer-focus and satisfaction measurement (CSM) initiatives. The emphasis is to help improve your service culture and to improve how you measure, as well as improve the customer experience. It is relevant across job functions and satisfaction stakeholders from customer care, quality and marketing will all benefit.

The seminar begins with the technical aspects of customer satisfaction measurement design and deployment and then moves into the key areas of opportunity to use customer feedback to elevate performance and how you compete based on the service you provide.

Case study examples highlight questions to include in customer surveys; what survey methods to use in what situations; and, how to move from data to action. Participants are encouraged to bring samples of their current customer surveys for review and discussion.

Participants will gain a solid foundation to help align choices of methods, scope, and approach with the results your organization needs. We expect you to leave with clear understanding of opportunities to create a robust approach to customer feedback that will match organization intentions and commitment to compete through service. You will understand the critical areas where you can influence and accelerate customer-focused change.

Topics Covered:

Intentions and Stakeholder Roles
Your requirements vs. the organization's
Formal roles and responsibilities
Informal roles and opportunities
Foundations of CSM System Design
Voice-of-the-Customer (VOC) framework
7 approaches to design, 3 that work!
Overview of alternative survey methods
Special considerations for Business-to-Business (B2B) CSM
Customer Identification & Sampling
Which customers do we survey?
Core vs. non-core customers
Populations: samples vs. census
Requirements: Customer Needs & Wants
What do our customers need & expect?
We know what our customers want!
Four ways to gather requirements
Customer expectations in critical moments-of-truth
CSM Survey Design Basics
Questionnaire design
Data collection
Tabulation and analysis
Reporting useful information
Mindsets For Service
Service mindsets that transform
Clarifying intentions and commitment
Overcoming resistance
Assessing your service culture
Match CSM approach with intentions
Advanced Topics
Create / improve your service strategy
Foster a vision for service
Map the Customer Experience
Eliminating pain in service delivery
Increase employee engagement
Removing barriers to satisfaction
Getting the right info to right people

Who should attend?

All leaders and managers who are process owners and champions and key stakeholders in satisfaction measurement and customer goodwill and loyalty. Accountability to the customer's experience is usually vaguely defined but cuts across many touchpoints and functions within the organization.

Specific areas and roles that will benefit include:

CSM (Customer Satisfaction Measurement) process owners
Formal and informal Change Agents
Champions & Process Owners for Customer Experience and Customer Care
Service-minded practitioners in Marketing, Customer Service and Quality
Anyone interested in surveys that do more than "take the customer's temperature"
You will receive a copy of Improving Your Measurement of Customer Satisfaction, by Terry Vavra (Quality Press), and a set of workshop materials.

The seminar is intermediate in focus and is fun! You will receive a copy of Improving Your Measurement of Customer Satisfaction, by Terry G. Vavra (Quality Press), and a set of workshop materials.

Luncheon included.

About Jeff T. Israel

Jeff Israel is the founding Principal of SatisFaction Strategies, LLC, a consulting firm specializing in the design and improvement of customer satisfaction measurement systems. He helps his clients remove performance barriers, fostering a culture for service and employee engagement. Jeff leads customer-centric training sessions for CSD, ASQ as well as on-site. He has more than 25 years experience in customer satisfaction measurement and service quality improvement.

Before starting SatisFaction Strategies, Jeff worked as a market research consultant. At Market Trends he held positions including Office Principal, Vice President, and Data Collection Manager. Prior to that he was Field Coordinator with Gilmore Research Group. Jeff received his M.B.A. from Washington State University and B.A. in Business (Marketing) from WSU.

Jeff is a Senior member of ASQ and has been a member-leader with ASQ's Customer-Supplier Division since 1992. He has served as Division Chair, Past Chair, Chair Elect, Vice Chairs of Marketing and Member Services, Treasurer, Secretary and Webmaster. Jeff is also is a member of the American Marketing Association.

Jeff frequently speaks on customer satisfaction topics and has written and presented many papers and addressed many groups on the subjects of customer satisfaction measurement, employee engagement and culture improvement. Jeff contributed several chapters to the original edition of The Certified Quality Manager Handbook (Quality Press), published in 1999.