Customer Satisfaction: Analysis and Implementation


Overview/Description
Target Audience
Expected Duration
Lesson Objectives
Course Number


Overview/Description
What you get out of a well-designed customer satisfaction survey will depend largely on the power of the analytical tools you apply to the data and the effectiveness of actions taken based on the resulting information. Although the analysis itself is best conducted by your statistical team, you'll be able to use survey results more effectively if you understand how key analytical tools are applied. In this course, you'll examine how to transform data into information that can be acted on. You'll learn the tools of basic statistical analysis as well as those that show relationships and allow you to plan improvements. Equally important, you'll find out how to move from understanding your customer satisfaction situation to implementing improvements to increase satisfaction.

Target Audience
Marketing executives, managers and professionals with responsibility for customer satisfaction and loyalty, as well as all staff who contribute to the customer loyalty chain

Expected Duration (hours)
2.5

Lesson Objectives

Transformation: From Data to Information

  • recognise the importance of applying sound basic data analysis techniques.
  • distinguish between good and bad data editing and coding practices.
  • match three basic statistical presentations with corresponding explanations.
  • draw appropriate conclusions about surveyed attributes relying on statistical presentations in a given business scenario.

    • Analysing Relationships in the Data

  • recognise the value of using analyses that show relationships in determining action priorities.
  • assess the relative importance and degree of correlation of customer satisfaction attributes in a given business scenario.
  • match the Kano factors with principles for determining whether an attribute is a basic, performance or wow factor.
  • match the three gap conditions with their corresponding explanations.
  • assess attributes for action based on gap data in a given business scenario.

    • Making Measurements Operational

  • recognise benefits of reporting data in forms that can be easily made operational.
  • identify expected outcomes of using perceptual maps in customer satisfaction measurement.
  • determine appropriate interpretations given a set of control chart data for the mean for a product attribute over time.

    • From Information to Action

  • recognise the importance of developing a strategy to deploy customer satisfaction improvement plans.
  • identify communication channels for making customer satisfaction data visible throughout the company.
  • sequence the steps of converting attributes into production requirements.
  • apply marketing strategies to different customer satisfaction profiles in a given business scenario.

    • Course Number:
    CUST8133