Designing and Managing Best-in-Class Customer Engagement Programs (RA04)
Details
- Recognize strengths and opportunities of your current customer feedback program(s).
- Design customer engagement surveys that provide accurate and comprehensive customer feedback.
- Analyze customer feedback data to provide actionable improvement strategies to key stakeholders toward achieving superior ROI.
- Select appropriate program deliverables such as score cards, online reporting, dashboards and simulators.
- Extend the value of customer engagement programs through social media research, customer journey mapping, and an understanding of the role of customer emotions.
- Develop an understanding of deploying the principles of big data to extract information from customer engagement and other related sources of information.
Outline
08:30 AM - 08:45 AM Introduction
08:45 AM - 10:15 AM Session 1
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COMMON MYTHS ASSOCIATED WITH THE MEASUREMENT AND MANAGEMENT OF CUSTOMER ENGAGEMENT
- Case studies / conundrums
10:30 AM - 12:00 PM Session 2
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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
01:15 PM - 03:00 PM Session 3
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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
03:15 PM - 05:00 PM Session 4
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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
08:30 AM - 10:15 AM Session 5
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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
- Overall measures of loyalty/customer engagement
10:30 AM - 12:00 PM Session 6
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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
01:15 PM - 03:00 PM Session 7
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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
03:15 PM - 05:00 PM Session 8
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OPTIMIZING PROGRAM DELIVERABLES: REPORTS, SCORECARDS, AND DASHBOARDS
- Types of program deliverables
- Custom reports
- Scorecards
- Online reporting/dashboards
- Different deliverables for transactional versus relational work
----- Third Day -----
08:30 AM - 10:15 AM Session 9
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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
10:30 AM - 12:00 PM Session 10
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GOAL SETTING AND ACTION PLANNING
- Goal setting
- Input to variable compensation
- Gaming by sales people
- Action planning and accountability
- Linkage business case
- Linkage business case
01:15 PM - 03:00 PM Session 11
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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
03:15 PM - 04:30 PM Session 12
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LOOKING AHEAD: ONGOING RESEARCH AND FUTURE TRENDS IN CUSTOMER ENGAGEMENT
- Recent topics discussed in customer engagement research
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