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Designing and Managing Best-in-Class Customer Engagement Programs (RA04)

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Details

This comprehensive 3 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. You will learn how to:
  • 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

----- First Day -----

08:30 AM - 08:45 AM Introduction

08:45 AM - 10:15 AM Session 1
    COMMON MYTHS ASSOCIATED WITH THE MEASUREMENT AND MANAGEMENT OF CUSTOMER ENGAGEMENT
  • Case studies / conundrums

     

10:15 AM - 10:30 AM Break

 

10:30 AM - 12:00 PM Session 2
    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

       

12:00 PM - 01:15 PM Lunch Break

 

01:15 PM - 03:00 PM 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

       

03:00 PM - 03:15 PM Break

 

03:15 PM - 05:00 PM 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

       

----- Second Day -----

08:30 AM - 10:15 AM 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

         

10:15 AM - 10:30 AM Break

 

10:30 AM - 12:00 PM 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

       

12:00 PM - 01:15 PM Lunch Break

 

01:15 PM - 03:00 PM 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

       

03:00 PM - 03:15 PM Break

 

03:15 PM - 05:00 PM 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


      ----- Third Day -----

08:30 AM - 10:15 AM 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
10:15 AM - 10:30 AM Break

 

10:30 AM - 12:00 PM Session 10
    GOAL SETTING AND ACTION PLANNING
  • Goal setting
  • Input to variable compensation
    • Gaming by sales people
  • Action planning and accountability
    • Linkage business case

       

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM 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
03:00 PM - 03:15 PM Break

 

03:15 PM - 04:30 PM Session 12
    LOOKING AHEAD: ONGOING RESEARCH AND FUTURE TRENDS IN CUSTOMER ENGAGEMENT
  • Recent topics discussed in customer engagement research
04:30 PM - 04:45 PM Concluding Remarks

 

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500 West 7th Street, Cincinnati, Hamilton, Ohio, USA 45203
513-684-4999
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