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Who should attend Designing and Managing Best-in-Class Customer Engagement Programs
Research analysts, consultants, marketing specialists, project managers
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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)

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