How Much Satisfaction Is Enough? Using Customer Satisfaction Measurement To Drive Business Results
Air Date: Wednesday, May 21, 2008
Cost: $250
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Presented By:
Brad Bortner
Principal Analyst
Forrester Research, Inc.
Originally scheduled for March 19, 2008, at 11:00 a.m. Eastern time.
Who should attend: Consumer Market Research professionals
Description:
Customer satisfaction is always hot in research circles. It is one of the most common types of studies market researchers design and field for their organizations. Vast amounts of money can be spent on tracking studies to determine how satisfied customers are, even going so far as to tie these results to individual executive bonuses. New ways to measure satisfaction sweep in, such as Net Promoter, draw significant attention, and shortly thereafter draw significant detractors. CEOs and CMOs want measures to be high, market researchers want the results to help drive their business, and virtually all aspects of a business believe they have a vested interest in high customer satisfaction.
Despite all of this focus, most customer satisfaction studies can be considered to be failures. All too often, these studies do not have a clear focus on how to tie the questions that are being asked to business results, or even the relative importance of different satisfaction issues for customers. The result: either very detailed satisfaction studies with little focus on actionable results to enhance business results, or directional guideposts that rely so much on one simplified measure of satisfaction that they give the organization no insight as to what to fix if improvement is needed.
This presentation will give guidance as to how to design and execute satisfaction studies that are meaningful, actionable, and can drive business results.
Agenda:
- Examples of how satisfaction studies fail
- Best practices for how to design an actionable satisfaction study
- Tying satisfaction to business metrics, such as loyalty
- When to avoid conducting customer satisfaction studies
Technical requirements:
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