Forrester: - Making Leaders Successful Every Day

Event Overview

Customer satisfaction directly informs the success of leading firms and in many cases can even be used to drive business change. However, many businesses fail to adequately measure, understand, and apply this metric. The reasons for mismeasurement are myriad, ranging from bad design or execution to organizational inability to absorb and act on satisfaction metrics in a coherent matter. To leverage customer satisfaction metrics more effectively and drive positive business results, companies must link these metrics to loyalty, revenue, share of wallet, or profit.

In this interactive one-day Workshop, we convey best practices in terms of design, scales, customer participation, and ways to gain organizational alignment and drive business results.

To further tailor the day's content, please send any questions you would like to have addressed during this Workshop to the analyst, Brad Bortner at bbortner@forrester.com.

During this full day of presentations, hands-on exercises, and discussions, Forrester analysts teach you how to:

• Design effective customer satisfaction studies. Done correctly, a satisfaction study will not only tell you how satisfied your customers are but how such satisfaction ties to your bottom line and how much effort you should put into trying to raise your satisfaction scores. We identify common errors that result in failed studies and how to fix them.
   
• Link satisfaction to customer loyalty. The common belief is that satisfied customers are more loyal and spend more, yet few companies report measurable, positive results from their satisfaction research initiatives. Learn more accurate ways to correlate satisfaction to loyalty and find out why some customers will never be loyal, no matter how satisfied.
   
• Target specific satisfaction problems. There are several core satisfaction drivers that have proven their value over time. Learn the key questions that belong in every satisfaction study and how to translate these into financial and business metrics.
   
• Segment your audience for optimal satisfaction results. All customers are not the same, and marketing to each of them in an "averaged" way risks appealing to none. Learn how to apply effective segmentation to identify the optimal customers to pursue, then rally development and marketing resources around those optimal segments.
   
• Apply study results to drive business changes. Organizations often fail to adopt a consulting mindset, resulting in incomplete analysis and an emphasis on measuring problems instead of fixing them. Brainstorm with your peers to identify areas to focus on for your organizations and best options for addressing them.

Who Should Attend?

• Marketing strategy professionals, line of business managers, and product managers who are attempting to gain competitive advantage by enhancing customer loyalty
• Market research professionals who are attempting to design or enhance their customer satisfaction measurement to enhance customer loyalty and bottom line results

Why Attend?

• Work closely with a Forrester analyst. Attendance is limited to maximize client-analyst interaction.
• Understand the trends and technologies that matter most to your role, so you'll be able to make informed decisions and gain a competitive advantage.
• Complete hands-on exercises by applying the same methodologies that Forrester analysts use for their own research.
• Network with peers facing similar goals and challenges.
• Leave with an action plan and strategy that will generate new growth for your company.