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1. Introduction
2. Topics covered in this presentation
3. Four objectives of satisfaction/loyalty research
4. The customer satisfaction model
5. Planning - internal
6. Planning - technical
7. Tradeoffs in statistics
8. Pitfalls of statistical implications
9. Planning - administrative
10. Good practices in satisfaction/loyalty research
11. Research designed from customer perspective
12. Standards associated with data collection
13. Information-gathering methods (1)
14. Information-gathering methods (2)
15. Implementing the research
16. Mail surveys - advantages
17. Mail surveys - disadvantages
18. Mail surveys - recommendation
19. Internet - advantages
20. Internet - disadvantages
21. Internet - recommendation
22. Telephone - advantages
23. Telephone - disadvantages
24. Telephone - recommendation
25. Generating the sample - customer definition (1)
26. Generating the sample - customer definition (2)
27. Generating the sample - customer definition (3)
28. Importance of demographics and firmographics
29. Questionnaire design - general structure
30. Pitfalls in wording of questions (1)
31. Pitfalls in wording of questions (2)
32. Questionnaire design - measurement scales (1)
33. Questionnaire design - measurement scales (2)
34. Questionnaire design - decisions
35. Image-based vs. transaction-based research (1)
36. Image-based vs. transaction-based research (2)
37. Transaction-based research - advantages
38. Transaction-based research - disadvantages
39. Questionnaire design - pre-testing importance (1)
40. Questionnaire design - pre-testing importance (2)
41. Importance of pre-testing - simple solution
42. Criteria used to select a research company
43. Administration of the process
44. Interpretation of results
45. Percentages vs. averages
46. Pictorial representation of analysis
47. Gap analysis
48. Gap analysis chart
49. Quadrant analysis
50. Quadrant analysis chart
51. Perceptual maps
52. Perceptual map chart
53. Perceptual maps - conclusions
54. Decision tree analysis
55. Decision tree analysis chart
56. Decision tree analysis - conclusions
57. Customer loyalty
58. Loyal customers are satisfied customers
59. Loyalty can be enhanced
60. Importance of employee performance
61. Customer loyalty - conclusions
62. Mistakes and pitfalls - confusion of objectives
63. Mistakes and pitfalls - types of error (1)
64. Mistakes and pitfalls - types of error (2)

Topics Covered

• Listening to customers is the primary method for measuring and tracking satisfaction
• Wide variety of techniques used to gather and analyze this information
• Sample development
• Questionnaire design
• Administration
• Analysis and interpretation of results
• How to avoid mistakes and pitfalls

Links

Series:

• Improving the Customer Experience

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on March 1, 2008