Creating and Analyzing Customer Satisfaction Surveys

Agenda

Why Bother to Survey Your Customers?

• Capturing Your Customers' Expectations and Their Definition of Value
• Creating Positive Customer Perceptions in Order to Generate Customer Loyalty
• Utilizing Surveys to Increase Your Market Share, Profits and Shareholder Value

Determining Your Customer Survey Objectives

• Who Will Use This Information?
• What Do the Users Plan to Accomplish With the Data?
• What Information Will Allow the Users to Achieve Their Objectives?
• Which Customer Segment[s] Will You Want to Survey?

Identifying the Product and Service Attributes Most Important to Your Customers

• Value = What Your Customers Get [Products, Services and Experiences] vs. What It Costs Them [Price and Effort]
• Utilizing Depth Interviews and Focus Groups to Determine What's Most Important to Your Customers
• Letting Your Customers Tell You What to Survey

Selecting Your Best Survey Methodology

• The Pros and Cons Associated With Each of Several Survey Methodologies
• The Issues That Should Determine Which Survey Methodology You Use

Designing Your Survey Questionnaire

• Five Subsections of a Survey Questionnaire
• Steps in Designing a Customer Satisfaction Questionnaire
• Multiple Types of Available Questions

Developing Your Sampling Plan

• Factors to Use to Determine the Size of Your Sample
• Sampling Process Steps

Analyzing and Utilizing Your Customer Feedback

• Commonly Utilized Techniques for Analyzing Survey Results
• Creating an Action Plan to Make Your Organization Known for Doing Those Things Most Valued by Your Customers

Credits

Faculty

Pete Tosh

The Focus Group

• Founder of The Focus Group, a management consulting firm that assists organizations in sustaining their profitable growth through enhanced Customer Loyalty
• Frequently creates and facilitates leadership development programs for organizations such as: the American Management Association, the Georgia Employers’ Association, Community Bankers Association, etc.
• Co-wrote Leading Your Organization to the Next Level
• Clients include manufacturing and service organizations across the U.S., Canada, Caribbean, Europe and the Middle East such as Exxon, Brink’s, EMC, State Farm Insurance, Marriott, N.C.I., Cracker Barrel, Seagram and YKK
• Prior to founding The Focus Group, he had extensive experience at the plant, divisional, and corporate levels — in the Human Resource and Customer Satisfaction fields to include the V.P. of H.R. and Quality
• B.A. degree in psychology, Emory & Henry College; master’s Degrees in both business administration and industrial psychology, Virginia Commonwealth University
• Can be contacted at 478-746-6891 or [email protected]