Ensuring and Measuring Customer Satisfaction

Seminar Content

This class was developed to help participants create a customer-centered culture in their organization. The participant will learn to understand and define measurable customer satisfaction standards and view the organization through the eyes of the customer.

But defining customer standards is not sufficient in creating loyal customers. We must also obtain measurable feedback from the customer to understand the degree to which their requirements and expectations have been met. This class will teach the participant specific techniques in measuring customer satisfaction and tools to use in responding to issues raised in the feedback.

The scope, length, and specific content of the class are always customized to meet the individual needs of the attendees and the organization. The standard agenda addresses:

• Introduction
• Creating a customer-centered culture
• Defining the customer—internal and external
• Understanding the needs of the customer
• Jan Carlzon’s “Moments of Truth”
• Exercise: Defining “Moments of Truth” for your organization
• Viewing your organization through your customers’ eyes
• Defining Customer Standards
• Defining specific and measurable standards
• Setting customer service standards
• Asking the right questions
• Owning the Customers’ Problem
• Positive and negative “Moments of Truth”
• Exercise: Barriers to owning the customers’ problem or need
• Exercise: Owning the customers’ problem or need
• Handling Conflicts with the Customer
• Defining the conflict—what conflict is and is not
• Exercise: Understanding your reactions to customer conflict
• Owning the conflict
• Resolving the conflict
• Exercise: Case studies in dealing with customer conflict
• Measuring Customer Satisfaction
• Defining the metrics
• Designing the survey for maximum benefits
• Customer interviews
• Customer focus groups
• Operator visits
• Passive data collection
• Analyzing the Data
• Pareto charts
• Bar charts
• Cluster charts
• Exercise: Designing a customer satisfaction measurement process for your organization
• Follow-Up on Feedback
• Response to the customer
• Building on the positive
• Correcting the problems
• Employee communication

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