1. Major Benefits Of Attending – You Will Be Able To:
UNDERSTAND how you can design surveys to find out how well
your products meet customers’ needs or how satisfied they
are with different aspects of the service you offer
ASK your customers for their views on your company’s products
and performance indicates that you’re prepared to listen to
customers and take account of their views
DISCOVER by sharing the results of a customer satisfaction
survey with your employees, you can build an understanding
of company operations from the customers’ perspective
REDUCE the risk of your customers defecting to competitors.
Customer satisfaction levels have an impact on your ability to
retain customers
DETERMINE your company’s strengths and weaknesses from
your customers’ perspective by analysing the responses
from a customer satisfaction survey. Focus on areas of your
business that achieve very low satisfaction scores and prioritize
improvement programs so that you can remedy any serious
problems in those areas
APPLY customer insights to gain a better understanding
of your customers’ requirements and concerns so that you
improve your products and your standards of service in line
with customers’ needs
REALIZE that a single satisfaction survey gives you a snapshot
of customers’ views at a given point of time. By conducting
a number of surveys over a period of time, you can measure
(KPIs) the results of any improvement programs you have
undertaken
“Diagnose the Real Drivers of Customer Loyalty and
Defection”
4th - 5th December 2016
Dubai, United Arab Emirates
Measuring Customer
Satisfaction and
Complaint Handling
Marco Oriano
Independent Customer
Experience Consultant
Marco Oriano Consulting
Miami
G R E E N F O R E S T
Organized by

2. Day 1
SESSION1–CUSTOMERSATISFACTIONFOCUS:UNDERSTANDING
YOUR CUSTOMER AND VALUE PROPOSITION
What is the Customer Satisfaction?
9 Strategies to increase Customer Satisfaction
Measuring the Customer Satisfaction Impact on each
Moment of Truth is the key to offer a better customer
experience
Do we know our customers and what they are expecting
from us?
Gap Analysis
Which program of Voice of Customer is being used in your
company to gain feedback from your customers?
Qualitative vs. Quantitative Research
Case Study
Identifying customers and meeting their needs
An Argos case study
SESSION 2 – TO DESIGN A SUCCESSFUL SURVEY: MAKE SURE IT
ALWAYS MIRRORS WHAT IT REALLY MATTERS TO CUSTOMERS
Setting short and long-term objectives
What kind of Survey should we use and what we expect to
achieve?
The importance of customer insights and metrics at an
early stage of product development
Customer Complaint Handling as an important piece of
the puzzle
The very first step: A well-done Exploratory Research helps
you as the right questions to obtain meaningful customer
insights. It is key to data collection
Sampling and maximizing response rates
Questionnaire Design and Scaling
Case Study
First Samuel keeps a professional edge with and surveys
client
Satisfaction Survey
SESSION 3 – TIME TO LAUNCH THE SURVEY: CRITICAL SUCCESS
FACTORS
The most efficient channel to launch a survey
Integrating Surveys with your CRM allows you to view
and manage all surveys integrated with your CRM
environment
Introducing the survey to customers, we want to prepare
them to boost response rates
Analyzing the results
What is a mirror survey and what it is meant to measure?
Case Study
Customer Satisfaction Survey Report, VLex by Marco
Oriano
SESSION 4 – THE MAJOR “KEY PERFORMANCE INDICATORS”
(KPIs): BUILD YOUR DASHBOARD AND TRACK THEM OVER TIME
Key Drivers Analysis
Performance Tracking
Gap Analysis
How to prioritize strategic initiatives
Pareto Analysis
Ishikawa Diagram
Do your homework and get ready for a powerful Executive
Summary and recommendations
The importance of NET PROMOTER SCORE
Value Mapping
Benchmarking and Best Practices
Case Study
NPS and C-SAT: What’s the difference?
Taylor, Research and Consulting
Day 2
SESSION 5 – MANAGEMENT TEAM STRATEGY: DIAGNOSE THE
REAL DRIVERS OF CUSTOMER LOYALTY AND DEFECTION IN
ORDER TO HELP MANAGEMENT TAKE PRACTICAL DECISIONS
TO CONVERT VOC INTO PROFITABLE BUSINESS ACTIVITY
Stand out among your peers, presenting an Executive
Summary to Management
Actionable and Informative Output
Impact Analysis, the cost of not doing anything
Setting shot and long-term objectives
Who is responsible to execute the Action Plan
Quick win actions to retain very unhappy customers who
are about to leave
Show customers that they can help you run the business
– follow up and keep them informed
Testing New Initiatives and Follow-up
Timing for the next survey
Best Practices
Case Study
i-Sight Provides Practical Tips at Customer Profitability,
Loyalty and Retention Conference
SESSION 6 – COMPLAINTS HANDLING FOCUS: 88% OF
CUSTOMERS WHO FEEL A COMPLAINT WAS HANDLED WELL
WILL REMAIN LOYAL TO THE COMPANY
Impact and Benefits of Complaints
Effective Complaint Reporting
DOs and DON’Ts in Complaint Handling
Set up red flags along all the process
Develop cross functional communication strategies
among all departments
Reduce Potential Complaints
The importance of the right Service Level Agreement
Case Study
Complaint Handling by The Leadership Factor
Tools & Exercise Used
Discussion on How Our Companies Handle
Complaints
SESSION 7 – VOC PROGRAMS: IT SHOWS YOUR CUSTOMERS
THAT YOU ARE COMMITTED TO FULFILLING THEIR NEEDS,
MAKING THEM FEEL VALUED
Effective VOC starts with active listening skills
Empower your team by making them part of the solution
Develop an internal common language
Improve Customer Loyalty – just by listening
The most common VOC Methods
Strengths and Weaknesses of each approach
Set goals and your customers will thank you
Case Study
Boots uses Bazarvoice best practices to turn unhappy
customers into advocates
SESSION 8 – CLOSING COMMENTS AND SESSION REVIEW
Review key points and highlight how each session
connects
Case Studies and Exercises – to apply all we have
learned
End of Workshop and Beginning of Implementation!
CLOSE OUT

3. Workshop Overview
This two-day workshop will cover the basic and advanced topics in Customer Satisfaction Survey and Customer Complaint
Management that enable the participants not only to measure customer satisfaction but also to increase their awareness
and knowledge of the Customer Satisfaction Survey in terms of methodology as well as management concept.
Participants will also learn how to develop appropriate plans and methodology to integrate the survey in their business
activities. This course addresses the importance of managing Customer Satisfaction and exceeding customer expectations
by analysing the Voice of Customers.
They will gain a complete and systematic learning of every aspect of a satisfaction survey step by step and all the major KPIs
from designing to presenting the survey to a Management Team. The methodology learned during the workshop may be
implemented successfully in any company or industry and it has an over $20,000 estimated value in the market.
It would set the basis and fundamentals for any continuous improvement process meant to impact and improve the customer
experience.
The second day, the workshop will cover the importance of how well companies manage inquiries/complains they receive
every day from their customers and how much it can impact their global perception or satisfaction over the company,
product and service.
Each session is based on trainer input, application of content to delegates’ organizations and group based discussion.
Relevant case material is explored and evaluated where appropriate. This provides delegates with new and novel insights
based on other organizations’ experiences.
program schedule
08:30 Registration
09:00 Morning Session Begins
10:40 - 11:00 Refreshments & Networking Break
12:45 Luncheon
14:00 Afternoon Session begins
15:30 - 15:50 Refreshments & Networking Break
17:00 Course Ends
Why you Should Attend?
Keeping customers loyal and reducing the risk of customers defecting to competitors are essentials to long-term success of
your business.
Attending the workshop you will learn different and great tools to drive communication between you and your customers
that would eventually lead the company to improve the way they service customers, the global level of satisfaction and
how to launch/market products to better exceed customer expectations.
It is a great opportunity to stand out and contribute to your company success.
The higher the level of satisfaction you can achieve, the more likely you are to retain you customer and convert them into
new promoters.
DO NOT MISS the opportunity to learn more and master:
How valuable FEEDBACK can help your company
How LISTENING to your customers from different channels can immediately give you quick-win opportunities to improve
their experience
The benefits from UNDERSTANDING a company’s operations from the customers´ perspective
How to PRIORITIZE and FOCUS on areas of your business that matters most to customers
How RETENTION is close related to levels of customer satisfaction and how small changes on customer pain points could
positively impact revenues
Best Practices and setting PROGRESS Monitoring Goals for improving company performance
Who Should Attend?
This workshop will prove particularly worthwhile for CEOs, VPs, Directors, Head of Departments, Managers and other
professionals responsible for:
Customer Service / Relations
Customer Insights
Customer Analytics
Customer Intelligence
Corporate Service / Relations
Customer Relationship Management
Complaints Handling and Resolution
Branding
Marketing Intelligence
Sales and Marketing
Business Planning and Development
Business Process and Operations
Product Management and Development

4. Course Facilitator
Marco Oriano
Independent Customer Experience Consultant
Marco Oriano Consulting
Miami
Successful Results Achieved by Current and Past Clients
His notable achievements include:
• Decreased first-contact resolution time from 24 hours to 30 minutes – Vlex
• Improved staff productivity, resulting in a cost reduction of approximately 35% -- Vlex
• Reduced the “Churned Rate” by 10 points in 2 years
• Improved the Net Promoter Score by 38 points in just 12 months
• Improved the Customer Satisfaction Index by 10 points in just 12 months
• Implemented KPIs aimed to measure customer satisfaction
• Created a global customer focused culture -- Ntrglobal, Vlex
• Led global customer satisfaction survey programs and its related improvement plans --- Vlex, Ntrglobal, JC Duard, IT
Consultia
• Continuous improvement plans based on “Mystery Shopping”, boosting customer satisfaction indexes with strategic
action plans based on exceeding the expectations of our customers and deliver compelling value to our shareholders
--- Angrup
Marco Oriano is an expert in Customer Experience Strategy. He works with companies who want to leverage their
service proposition in order to be more strategic about customer experience management. Marco diagnoses
the real drivers of customer loyalty and defection in order to help management take practical decisions about
converting the voice of the customer into profitable business activity.
His core business involves providing advice and guidance to boards, management teams and operational staff,
as well as hands-on support in order to build customer advocacy, to maximize performance and optimizing
customer care channels to support business growth.
In the past 12 years, he has been helping companies improve customer satisfaction, the renewal rate, identify
problems, support and create a Customer-centric culture worldwide. With a multidisciplinary and multiculturalism
profile he provides multiple values in companies that want to get the most value to its existing portfolio of
customers.
He is a truly passionate about delivering a service that will WOW your customers to generate recommendations
(NPS) and finding those differentiators in the market place.
His specialties are:
Customer Experience Management
Customer Advocate
Customer Satisfaction Survey
Customer Loyalty (CSI and Net Promoter Score)
Customer Retention
Customer Insight Research
Customer Complaint Management
Customer Relationship Management
Service Excellence
International Operation Management
Strategic Planning and Implementation
Executive Leadership and Team Development
Organizational Culture Change - Drive improvements

5. Testimonials
“Customer Satisfaction, Managing People are the most valuable topics to me. The Balance of lecture, group
participation and exercise time are excellent. The trainer is good at involving students in group discussion and
explaining each topic very well with excellent time management.”
Miguel Cañas, Managing Partner at Agendum Solutions
“The instructor is a knowledgeable, patient and passionate Trainer & Customer Service Ambassador. I really
enjoyed! To me, the most valuable topics are Customer Relationship Management (CRM) and Customer
Service Quality”
Ciro Alonso, Offi ce Manager, IT Consultia, Panama
“I learned a great deal that I will use immediately upon returning to work. Marco is a great trainer and kept the
group interested for the full time. I highly recommend it to any professionals.”
Cédric Cyrus Lheure, Director OBM Construction, LATAM
“The workshop was very informative. It will help me reorganize the customer satisfaction program in my
organization.”
Ricardo Fernández García, General Manager, BO K BO
Partial list of Clients
Angrup Restaurants (Spain)
JC Duard (Independent consultant, USA)
NTRglobal (Spain)
Vlex (Miami)
IT Consultia (Panama)
Agendum Solutions (Spain)
Panqueq Jamaica (Miami)
K Bon D Bon (Spain)
Zyncrho (Spain)
John Hancock Financial Services (USA)