Customer Satisfaction: Analysis and Implementation

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 employees who contribute to the customer loyalty chain

Expected Duration
2.5 hours

Lesson Objectives:

Transformation: From Data to Information

  • recognize the importance of applying sound basic data-analysis techniques.
  • distinguish good from poor 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.

    • Analyzing Relationships in the 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 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

  • 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.

    • 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 in a given business scenario.

    • Course Number: CUST0133