Measuring Customer Satisfaction
Agenda
Part 1 of the seminar covers:
· A definition of customer satisfaction.
Most people fail to realise that satisfaction is a relative concept not an absolute one, with disastrous consequences for their survey design.
· Setting objectives.
Companies often set too many objectives for a customer survey. We specify the four objectives that should be set for all CSM studies.
· An accurate measure.
Everybody wants an accurate measure but many customer surveys fail to produce one. We explain the two principal determinants of CSM accuracy.
· Asking the right questions.
Making sure that the questionnaire covers the right topics is a critical part of the survey design process and is achieved through appropriate exploratory research.
· Depth interviews.
Most appropriate in business-to-business situations, we explain precisely how to conduct depth interviews to clarify customers' requirements.
· Focus groups.
This dynamic exploratory research technique is illustrated by video and adapted to CSM requirements.
Part 2 provides a sequential review of the steps you need to take to carry out a CSM survey.
· Sampling.
Unless you have a very small customer base and will undertake a census survey, you will need a basic understanding of sampling techniques. This section of the seminar demystifies this complex subject.
· Sampling options.
Sampling can be done in different ways. We explain the options and help you decide which is most appropriate for you.
· Sample size.
How large does your sample need to be? We dispel widespread misconceptions about sample size and explain how to calculate the right sample size for your survey.
· Sampling example.
We use a worked example to demonstrate precisely how to produce the right sample size for you.
· Group exercise.
Another chance to revise the topic and compare answers with other groups.
· Survey options.
A review of the advantages and disadvantages of the three main survey options - personal interviews, telephone interviews and self completion questionnaires.
· Maximising response rates.
Poor response rates reduce the reliability and credibility of survey results. We specify a minimum reliable response rate and explain how to achieve it.
· Questionnaire design.
Many questionnaires produce unreliable results, due to ambiguous or biased wording. We provide guidance on correct questionnaire wording, length and layout.
· Rating scales.
The choice of rating scale is the most important questionnaire design decision, since it has major implications for analysis and reporting. We explain the advantages and disadvantages of different types of rating scale.
· Exercise.
To increase familiarity with different approaches this exercise involves completing different types of CSM questionnaire, followed by group discussion.
· Sample questionnaires.
To provide complete guidance on questionnaire design, sample questionnaires in self completion and interview format are provided and reviewed.
· Introducing the survey.
A small but often neglected element of the CSM process, how the survey is introduced has major implications for response rates and the company's image with its customers.
The main task now is analysing and reporting the results, so this is the focus of Part 3 but topics such as feedback, benchmarking and the concept of an internal survey are also covered towards the end of the day.
· Analysing numerical scales.
An explanation of the main statistical techniques used to analyse numerical scales and how these results should be presented.
· Analysing verbal scales.
Statistically, verbal scales have to be analysed differently to numerical ones. We explain why, and how results from verbal scales should be presented.
·PFIs.
A key objective of CSM is to identify PFIs (Priorities For Improvement.) We explain how to do it.
· Customer Satisfaction Index.
To accurately monitor your performance over time you will need a reliable overall index. We explain how to calculate one.
· Internal Survey.
How to conduct a simultaneous survey of customer facing employees to identify "understanding gaps".
· Reporting Internally.
How to report back the CSM results within your own organisation.
· Feedback to customers.
Feedback to customers is an essential and often overlooked element of the satisfaction improvement loop. We explain the 'what', 'how' and 'to whom' of customer feedback.
· Benchmarking Customer Satisfaction.
Based on the results of many satisfaction surveys, we look at the range of satisfaction scores and examine why some organisations are so much more successful at satisfying customers than others.
