A CEO once made the case that business success is built on the millions of brief interactions between a business and its customers. Those interactions were referred to as "Moments of Truth". Since then, the importance of flawless customer service has become accepted across most industries. The essential role of measurement in customer satisfaction improvement is well recognized. However, measurement must be tied to management action to create a truly world-class customer satisfaction Explore the bottom-line payoffs for building customer satisfaction and you'll discover elements of an effective customer satisfaction system.

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3. Measuring Customer Satisfaction
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4. Measuring Customer Satisfaction – Introduction.
☺ A CEO once made the case that business success is built on the millions of
brief interactions between a business and its customers.
☺ Those interactions were referred to as "Moments of Truth".
☺ Since then, the importance of flawless customer service has become
accepted across most industries.
☺ The essential role of measurement in customer satisfaction improvement is
well recognized.
☺ However, measurement must be tied to management action to create a truly
world-class customer satisfaction.
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5. Measuring Customer Satisfaction - Aim of publication
To introduce the reader or the learner to contributing to
customer loyalty, whether with responsibility for customer
satisfaction, or as employee present in the customer loyalty
chain.
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6. Measuring Customer Satisfaction – Summary.
☺ Too often, organizations seeking to improve customer satisfaction and
loyalty begin with a survey.
☺ To build a successful customer satisfaction system, you have to begin with
the basics.
☺ You must begin by developing a customer satisfaction system before you
develop the survey.
☺ Explore the bottom-line payoffs for building customer satisfaction.
☺ And you'll discover elements of an effective customer satisfaction system.
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7. Measuring Customer Satisfaction - Learning Objectives.
 After developing the KeyPoints outlined in this publication, you should mainly be able to:


know key elements of an effective complaint-tracking system.

recognize the importance of obtaining high response rates in satisfaction surveys.

distinguish good from poor data editing and coding practices.

draw appropriate conclusions about surveyed attributes.

assess the relative importance and degree of correlation of customer satisfaction
attributes.

identify expected outcomes of using perceptual maps in customer satisfaction
measurement.

sequence the steps of converting attributes into production requirements.

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recognize benefits of planning a customer satisfaction system.
apply marketing strategies to different customer satisfaction profiles.
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8. Measuring Customer Satisfaction - Sections List.
 (Section 1) Discovering What Your Customers Want.
 (Section 2) Developing Customer Satisfaction Surveys.
 (Section 3) Customer Satisfaction Analysis and Implementation.
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9. (Section 1) Discovering What Your Customers Want – Summary.
☺ The data are in, and there's no doubt about it: the return on customer
loyalty goes directly to your company's bottom line.
☺ Too often, however, organizations seeking to improve customer satisfaction
and loyalty begin with a survey.
☺ To build a successful customer satisfaction system, you have to begin with
the basics.
☺ When customer satisfaction programs begin with a survey, and not a plan,
the result is frequently customer dissatisfaction.
☺ To overcome this risk, you must begin by developing a customer satisfaction
system before you develop the survey.
☺ There is a need to explore the bottom-line payoffs for building customer
satisfaction.
☺ You'll discover the elements of an effective customer satisfaction system.
☺ Most important, you'll learn how to discover what your customers want
before you try to measure whether you're delivering it.
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10. (Section 1) Discovering What Your Customers Want – HighPoints.
 Building a Customer Satisfaction System.
 When Customers Complain.
 Applying the Critical-incident Approach.
 Moving from Incidents to Customer Requirements.
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11. (Section 1) HighPoints: Building a Customer Satisfaction System.
☺ recognize benefits of planning a customer satisfaction system before
undertaking a customer satisfaction survey.
☺ consider the type of criteria customers use to evaluate products.
☺ identify key elements in an effective customer satisfaction system.
☺ analyze a customer satisfaction system to determine the consequences of
one or more missing crucial elements.
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12. (Section 1) HighPoints: When Customers Complain.
☺ recognize the value of learning from customer complaints and customers’
defection.
☺ select business responses most likely to prevent defection of a complaining
customer.
☺ compare key elements of an effective complaint-tracking system with their
purpose.
☺ discover the techniques for making defected-customer interviews.
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13. (Section 1) HighPoints: Applying the Critical-incident Approach.
☺ recognize the values of determining critical product and service attributes
as a basis for understanding customer expectations.
☺ sequence the steps in the critical-incident approach.
☺ consider principles for conducting a critical-incident interview.
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14. (Section 1) HighPoints: Moving from Incidents to Customer
Requirements.
☺ recognize the importance of consolidating interview data into attributes and
expected benefits.
☺ identify key steps in gathering attributes from critical incidents.
☺ discover attributes assigned to appropriate expected-benefit categories.
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15. (Section 2) Developing Customer Satisfaction Surveys – Summary.
☺ By the time most people have the chance to develop their first survey,
they've read many surveys that they think developing one will be a straight
run.
☺ To a certain extent, this could be right.
☺ Indeed, developing a survey is a no-brainer.
☺ Developing a survey that gets valid, reliable data, however, is both science
and art.
☺ Then, get accustomed to using the principles of survey design to develop a
customer satisfaction survey that works.
☺ In the same go, one should explore factors that influence selection of the
survey method.
☺ Not to forget learning to design the survey instrument itself, including
selection of question formats, sequencing of questions, and wording of the
items themselves.
☺ One will examine issues relating to selection of a sampling method and
determination of sample size.
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16. (Section 2) Developing Customer Satisfaction Surveys – HighPoints.
 Determining How to Conduct the Survey.
 Selecting and Managing Question Formats.
 Introductions and Item Wording.
 Sampling.
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17. (Section 2) HighPoints: Determining How to Conduct the Survey.
☺ recognize the importance of obtaining a high response rate in a customer
satisfaction survey.
☺ align key survey requirements with the most appropriate survey method.
☺ identify key elements of an effective email survey.
☺ analyze whether email survey procedures used will be effective at
optimizing customer response rates.
☺ consider appropriate procedures for optimizing customer response rates to
a phone survey.
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18. (Section 2) HighPoints: Selecting and Managing Question Formats.
☺ recognize benefits of selecting the appropriate question formats in
developing a customer satisfaction survey.
☺ distinguish between appropriate and inappropriate uses of open-ended
questions.
☺ select types of closed-ended items with the appropriate use of each type.
☺ determine whether customer expectations justify decreased or increased
improvement efforts based on responses to comparative survey items.
☺ apply principles for sequencing questions appropriately in a customer
satisfaction survey.
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19. (Section 2) HighPoints: Introductions and Item Wording.
☺ recognize the importance of appropriate wording to ensure the reliability of
a customer satisfaction survey.
☺ consider elements of an effective survey introduction.
☺ evaluate the impact of types of confusing wording or construction.
☺ assess whether survey items are well- or poorly written.
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20. (Section 2) HighPoints: Sampling.
☺ recognize the benefit of using a statistical sampling method for selecting
customers for a survey.
☺ know sample types qnd their status of being generalizable or not.
☺ assess a business case to determine the best sampling method.
☺ analyze a business situation to determine what change in variables must be
made to allow a change of sample size, confidence level, margin of error, or
cost when planning sample size of a survey.
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21. (Section 3) Customer Satisfaction Analysis and Implementation –
Summary.
☺ What one gets out of a well-designed customer satisfaction survey will
depend largely on the power of the analytical tools applied to the data and
the effectiveness of actions taken based on the resulting information.
☺ Although the analysis itself is best conducted by a statistical team, one will
be able to use survey results more effectively to understand how key
analytical tools are applied.
☺ One is to examine how to transform data into information that can be acted
on.
☺ It’s worth learning the tools of basic statistical analysis as well as those
that show relationships and allow you to plan improvements.
☺ All the same important, one should find out how to move from understanding
customer satisfaction situation to implementing improvements to increase
satisfaction.
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22. (Section 3) Customer Satisfaction Analysis and Implementation –
HighPoints
 From Data to Information.
 Analyzing Relationships in Data.
 Making Measurements Operational.
 From Information to Action.
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23. (Section 3) HighPoints: From Data to Information.
☺ recognize the importance of applying sound basic data-analysis techniques.
☺ distinguish good from poor data editing and coding practices.
☺ carry out basic statistical presentations with matching explanations.
☺ draw appropriate conclusions about surveyed attributes relying on business
statistical presentations.
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24. (Section 3) HighPoints: Analyzing Relationships in Data.
☺ recognize the value of using analyses that show relationships in determining
action priorities.
☺ assess the relative importance and degree of correlation of customer
satisfaction attributes.
☺ dissect the Kano factors for determining whether an attribute is a basic,
performance, or wow factor.
☺ review the three gap conditions and their corresponding explanations.
☺ assess attributes for action based on gap data.
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25. (Section 3) HighPoints: Making Measurements Operational.
☺ recognize benefits of reporting data in forms that can be easily
operationalized.
☺ 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.
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26. (Section 3) HighPoints: From Information to Action.
☺ recognize 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.
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27. Measuring Customer Satisfaction – Conclusion.
☺ At this point you should be familiar with the following:

communicating customer product-evaluation criteria.

dealing with customer complaints.

capturing data while handling complaints.

conducting lost-customer interviews.

conducting a critical-incident interview.

drafting workable survey items.

drawing appropriate conclusions about surveyed attributes.

knowing the Kano factors.

developing a strategy to deploy customer satisfaction improvement
plans.

making customer satisfaction data visible throughout the company.

applying marketing strategies to different customer satisfaction
profiles.
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29. Thank you for your interest!
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