Surveying & Benchmarking
No matter what business you are in, you must be able to understand customers’ expectations, even when they cannot articulate them easily. You must measure yourself against industry leaders to assure you are able to provide great value to your internal and external customers. Although there are times when you want a third party to conduct these studies, you can learn simple tools and approaches and dig out what’s missing for customers. You can then apply the principles to your existing target market and integrate this into your ongoing strategic planning and execution. In addition to gaining accurate and useful information, you can use the data to develop a recipe for improvement and innovation.Many companies conduct customer satisfaction surveys or develop customer requirements for new business-support systems. The research shows these two key processes are fraught with errors and problems. Learn to construct surveys and benchmarks that provide you with critical information to meet your needs.Learning ObjectivesDefine your ideal customer (internal or external)Develop probing questions to surface unarticulated expectationsUse simple tools to dig out expectationsConstruct surveys that provide valid informationDevelop innovative solutionsMeasure your performance against industry leaders to spur ongoing improvementWho Should AttendBusiness ownersCustomer service leadersMarketing and Sales leadersManagement teamIndividual salespeopleProject managers (Getting customer requirements)Leaders and managers concerned with improving results
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No matter what business you are in, you must be able to understand customers’ expectations, even when they cannot articulate them easily. You must measure yourself against industry leaders to assure you are able to provide great value to your internal and external customers. Although there are times when you want a third party to conduct these studies, you can learn simple tools and approaches and dig out what’s missing for customers. You can then apply the principles to your existing target market and integrate this into your ongoing strategic planning and execution. In addition to gaining accurate and useful information, you can use the data to develop a recipe for improvement and innovation.
Many companies conduct customer satisfaction surveys or develop customer requirements for new business-support systems. The research shows these two key processes are fraught with errors and problems. Learn to construct surveys and benchmarks that provide you with critical information to meet your needs.
Learning Objectives
- Define your ideal customer (internal or external)
- Develop probing questions to surface unarticulated expectations
- Use simple tools to dig out expectations
- Construct surveys that provide valid information
- Develop innovative solutions
- Measure your performance against industry leaders to spur ongoing improvement
Who Should Attend
- Business owners
- Customer service leaders
- Marketing and Sales leaders
- Management team
- Individual salespeople
- Project managers (Getting customer requirements)
- Leaders and managers concerned with improving results