Customer Surveys: Advanced Techniques
Choose this course because:“you already run some form of CSM in your business and you want to develop
or critically assess your existing process. This course takes your CSM skills to the next level.”
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What you will learn :
- The unique characteristics of CSM that make it different from most types of
market research
- How to demonstrate the robustness of the process and the statistical accuracy
of tracking measures
- How to judge the suitability of the questions you ask
- The options for understanding what's important to
customers, how they differ and how to interpret
the results
- How to benchmark your customer satisfaction
against other organisations
- How to decide the timing and frequency of surveys
Course Content
Part 1: Customer satisfaction research is different
- A robust measurement for tracking
- Enough sensitivity to reflect changes
- Measures that lead to improvements
- Implications for scales
Part 2: The headline measure
- Different types of headline measure
- How different measures can affect results
- Overall satisfaction question or
composite index
- Methods of weighting
Part 3: The basic CSM model
- A ten minute re-cap
Part 4: Measuring the customer experience
- Satisfaction or service quality
- Controllables or non-controllables
- Givens or differentiators
Part 5: Understanding what’s important to customers
- Needs, requirements and expectations
- Direct methods of measuring importance
- Trade-off techniques
Part 6: Statistically derived measures of importance
- Methods for statistically "deriving"importance
- Stated versus derived importance
- Interpreting derived importance measures
- Givens and differentiators
Part 7: Using importance and impact
- Satisfaction drivers, enhancers & maintainers
Part 8: Asymmetry
- Linear data versus asymmetric data
- Implications of non-linearity of
customer satisfaction data
- Asymmetry of the causes of satisfaction
Part 9: Sample reliability
- Understanding measures of sample reliability
- Confidence interval & Confidence level
- Standard deviation & Sample size
Part 10: Frequency
- Frequency of survey
- Continuous tracking
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Book this course now
Book this course now
"Very useful in terms of helping me think about how I can develop the company survey"
Caroline Thomson, European Business Improvement Director Dixons Stores Group