Designing and Managing Best-in-Class Customer Engagement Programs training seminars presented by Burke Institute register now on FindaSeminar.com

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Designing and Managing Best-in-Class Customer Engagement Programs  

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Seminar Summary:

This seminar deals with research methods designed to monitor customer satisfaction and to gain customer loyalty. (see full course description)

 

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Training Course Syllabus:


DESIGNING AND MANAGING BEST-IN-CLASS CUSTOMER ENGAGEMENT PROGRAMS

SUMMARY:

This comprehensive three day seminar is focused on designing best-in-class customer engagement programs, performing insightful data analytics, and effectively communicating the findings, to achieve superior business success for your organization.

SESSION 1 - COMMON MYTHS ASSOCIATED WITH THE MEASUREMENT AND MANAGEMENT OF CUSTOMER ENGAGEMENT

  • Case studies / conundrums

SESSION 2 - BUILDING THE CASE FOR CUSTOMER CENTRICITY AND CUSTOMER ENGAGEMENT

  • The case for focusing on the customer

Origins

Business models

The history of measurement programs

Linkage results / current corporate examples

SESSION 3 - CUSTOMER ENGAGEMENT PROGRAM DESIGN: THE VALUE OF QUALITATIVE RESEARCH

  • Key elements of program design

The importance of business objectives

The role of research objectives

Other considerations

  • Inventorying existing programs: Voice of the Customer Architecture Assessment

  • The role of qualitative research

  • Qualitative research options for internal stakeholders

In-depth interviews

Focus groups

Blueprinting

  • Qualitative research options for customers

Customer advisory panels

Online focus groups, online communities, online bulletin boards

Social media research

SESSION 4 - SURVEY DEVELOPMENT, METHOD SELECTION, AND SAMPLING ISSUES FOR CUSTOMER ENGAGEMENT

  • Method selection

Objectives; sample availability; population characteristics (method strengths and weaknesses -- multimode methods, intentional and unintentional mobile)

  • Developing a sampling plan

Focus on objectives

Various considerations (source, bias, quality of customer database)

Quota sampling; weighting

  • Writing a survey

Respondent centricity

Common components and flow

Transactional versus relational versus product- or brand-focused

Blind versus client-identified

Order; overall measures; attributes

Problem resolution

Scaling; open-ended items

SESSION 5 ANALYTICAL CONSIDERATIONS AND TECHNIQUES FOR CUSTOMER ENGAGEMENT PROGRAMS (PART 1)

  • Analysis (Part 1)

Overall measures of loyalty/customer engagement

Comparison of various constructs; distinction among constructs (satisfaction, quality, the role of expectations, value, loyalty, customer experience, brand perceptions, customer effort)

Burke R&D (NPS, Emotion)

Index development

SESSION 6 - ANALYTICAL CONSIDERATIONS AND TECHNIQUES FOR CUSTOMER ENGAGEMENT PROGRAMS (PART 2)

  • Analysis (continued Part 2)

  • Performance measurement/reporting

Means, top X box scores, indices, gap scores

Significant testing considerations

  • Key driver analysis

Litany of options, including multivariate, bivariate, simple, and complex

Strengths/weaknesses

Decision criteria

  • Issue prioritization

With current customer base

Versus competition

  • Problem incidence and resolution

Aggregate

Disaggregate; red alert systems

SESSION 7 LINKAGE ANALYSIS TOWARD DEMONSTRATING THE ROI OF INVESTMENTS IN CUSTOMER ENGAGEMENT

  • Linkage analysis

Upstream and downstream linkage

Projection of survey results to predict outcomes and estimate dollar impacts, outcomes and changes

SESSION 8 OPTIMIZING PROGRAM DELIVERABLES: REPORTS, SCORECARDS, AND DASHBOARDS

  • Types of program deliverables

Custom reports

Scorecards

Online reporting/dashboards

Different deliverables for transactional versus relational work

SESSION 9 COMMON PROBLEMS WITH CUSTOMER ENGAGEMENT PROGRAMS

  • Some common problems

Numbers do not change

Constantly changing the survey

Too much emphasis on every small change

Management indifference

Client-facing employees distrusting, and/or not using, results

Different sources/research yielding different customer engagement results

Disconnect between attribute findings and overall loyalty findings

Too many disconnected surveys conducted by different business units

  • Action planning and accountability

Linkage business cases

  • Customer loyalty data and big data

Evolution

Industries and examples

SESSION 10 GOAL SETTING AND ACTION PLANNING

  • Goal setting

  • Input to variable compensation

Gaming by sales people

  • Action planning and accountability

Linkage business case

SESSION 11 CURRENT TOPICS IN CUSTOMER ENGAGEMENT: CUSTOMER JOURNEY MAPPING, SOCIAL MEDIA RESEARCH, AND BIG DATA

  • Customer journey mapping

  • Considerations for international work

  • Social media research

Complement to survey findings

  • Customer loyalty data and big data

Evolution, industries and examples

SESSION 12 LOOKING AHEAD: ONGOING RESEARCH AND FUTURE TRENDS IN CUSTOMER ENGAGEMENT

  • Recent topics discussed in customer engagement research

Seminar Summary:

This seminar deals with research methods designed to monitor customer satisfaction and to gain customer loyalty. (see full course description)

print this agenda print agenda for the Designing and Managing Best-in-Class Customer Engagement Programs training seminar

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