Customer Satisfaction Survey Design and Survey Data Analysis Workshop

Dates

August 11-13, 2008 Platinum Hotel, Las Vegas, NV
October 28-30, 2008 Hilton Indian Lakes Resort, Bloomington, IL
December 9-11, 2008 Forefront Conference Center, Waltham, MA

Workshop Leader

Dr. Frederick C. Van Bennekom, author, Customer Surveying - A Guidebook for Service Managers

Targeted Audience

This workshop will be most valuable to Supervisors, Managers, Directors and Vice Presidents working in:

• Customer Care
• Customer Service
• Consumer Affairs
• Call Centers
• Help Desks
• Field Service
• TeleServices

Customer Satisfaction Survey Design Overview

Customer surveys are a consistently popular tool for tracking quality of service delivery and researching customer needs. If executed correctly, customer surveys are an invaluable performance indicator which can help you shape the future of your business. However, if done incorrectly or poorly, customer surveying can quickly steer an organization off-course and into serious trouble.

This workshop provides attendees essential information for conducting a valid survey program, especially a valid survey questionnaire, and the opportunity to get specific feedback on your survey instrument. Workshop participants will learn:

• How to identify which aspects of the service process to measure
• Critical elements of a survey instrument
• Crucial considerations when constructing and strategically wording survey questions
• Options for question formats and corresponding scales
• How to compare various administration efforts, with particular emphasis on new electronic surveying methods
• Response rate requirements
• Techniques for boosting response rates

On the second day of the workshop, the group, led by Dr. Van Bennekom, practices its newfound skills by critiquing questionnaires each person brings to the class. You' ll come away from the workshop with specific improvements to your questionnaire.

For service organizations considering outsourcing customer surveying efforts, this course will provide valuable information for selecting the right vendor and how you can be a successful client-partner in the surveying process.


Survey Data Analysis Workshop Overview

A well-designed survey questionnaire, learned in our companion Survey Design Workshop, will capture the voice of the customer, employee or other stakeholder group in a data set. The job of the survey analysis phase is to give voice to that data, find out the stories it has to tell about your organizational processes. The value of the survey program will be lost unless the data set is analyzed properly and thoroughly -- and reported convincingly . The results will support fact-based decision-making.

Unfortunately, college statistics classes tend to scare people away from data analysis. (We have shared those feelings.) We approach this Survey Data Analysis Workshop by starting with the typical questions you are likely to want answered from the survey analysis. For example,

• How well did our organization perform?
• How confident can I be in the findings?
• Did the view of our organization differ along demographic segments?
• What are the key drivers of overall satisfaction (or similar attitude)?

Then using the language of statistics, we teach the statistical procedures to answer those questions. We show how to do this analysis in Excel. You may have access to a more powerful statistical tool, including the ones that come with survey administration tools, but Excel is a good common language for explaining the concepts and applications, and most basic data analysis and graphing can readily be done in Excel.

Crunching the numbers is only half the data analysis story. You also need to present those results and findings in a compelling report. We conclude the workshop presenting the typical elements in a survey findings report and the type of charts and graphs that best present data from the various question formats.

This workshop is not a substitute for college-level statistics class -- after all, it's a one-day class. If you've taken statistics, we will show you its value in an applied fashion. Given time constraints, we do not get into background theory.

This survey data analysis workshop will prove invaluable for someone responsible for conducting a survey research program, whether the focus is customer satisfaction, employee satisfaction, training program evaluation, customer product needs, or another area where survey research is appropriate. If you have outsourced your survey program to a surveying service (like Walker Information, SatMetrix, or CustomerSat.com), this class would help you understand and interpret the analysis they have presented to you and allow you to do more analysis on the data set on your own. It will help you be a better partner in the relationship.

The class level is geared towards those with basic to intermediate understanding of survey research and statistics understanding. Please contact us if you're unsure if the class would be appropriate for you.


Leader Background

Dr. Frederick C. Van Bennekom is an author, an educator, and a principal in the Great Brook consulting firm. His recently published book, Customer Surveying, A Guidebook for Service Managers, was written to assist service managers with effectively planning and managing a survey project. Prior to his academic and consulting career, Fred served 10 years as an information systems consultant for Digital Electronic Corporation's Field Service organization.

*Note CCI packages these two workshops together for a special rate of $1,795. If you are interested in attending only one of the workshops, please contact us at info@customercare.com