Responsable du cours : Dr S ROLLAND

Langue : Anglais Nb Heures :12 Nb ECTS : 1,5 Coefficient : 1

Course objective

In this 2-day seminar, you will learn about each facet of the customer satisfaction measurement process, from determining objectives and cost justification through design, execution, and application of the results to the organization's customer relationship management operations. You will also have the opportunity to begin work on a real customer satisfaction survey on the last day of the class.
You will also learn:

• Why it is important to assess customer satisfaction and the consequences of ignoring this vital area.
• How to design a study to measure customer satisfaction, how to structure and administer the survey questionnaire and how to select the sample.
• How to analyze and interpret the results from the customer satisfaction survey to answer specific management questions dealing with key drivers and performance.

Content

DAY 1

Research's Role in Customer Satisfaction:

• Justifying the cost and effort of customer satisfaction research
• Customer perceived quality
• The importance of customer satisfaction and its relationship to profits
• Managing customer satisfaction and retention, customer problems and complaints
• How to keep customer satisfaction research decision-oriented.

The Qualitative Phase:

• Learning what product attributes should be tracked in customer satisfaction measurement
• The structure of customer satisfaction
• The discovery phase in customer satisfaction research
• Secondary sources, internal interviews, customer interviews and focus groups

Constructing the Questionnaire for Satisfaction Measurement:

• Structuring customer satisfaction tracking questionnaires
• Key issues in constructing customer satisfaction tracking surveys
• Ordering of questions
• Contextual nature of the relationship, key measures and types of scales.

Choosing a Sample and Administering the Survey:

• To whom to administer customer satisfaction questionnaires
• Sampling and sample size issues
• Options for communicating with subjects
• How often to measure customer satisfaction.

Analyzing Customer Satisfaction Data I:

• Developing an analysis plan
• Summary measures of customer satisfaction
• Measuring how you are doing: basic statistics, loyalty indices, other satisfaction indices
• Projecting the results from samples to describe how all your customers feel.
• Analyzing the nature and sources of problems
• Recommendations

DAY 2

Customer Satisfaction Survey Workshop:
Hands-on experience in the design and analysis of a customer satisfaction survey.The students will plan, create and conduct a preliminary customer satisfaction survey for an existing business. Write a report describing the results of your survey including the following topics.

A. Overview and introduction describing the business, the reason for the survey, and an outline
of how your report is organized.

B. Describe the survey plan in detail. Include:

1. The objectives of the survey.
2. The sampling plan and approach to data collection.
3. Reasons for each item included in the questionnaire.
4. Expected sources of errors and limitations of the survey.
5. Description of how the data will be analyzed.
D. Analysis of the survey data. Results and findings of the survey.

Animation

The course is in English and puts its emphasis on student participation. The class will also be divided into smaller groups for the activities.
Homework and quizz will be used both to reinforce and to evaluate your grasp of the methodologies presented.

Control

Course grade will be based upon the following criteria :

• Participation 20%
• Group exercises 40%
• Quizz 40%

Readings

•Enquête de satisfaction clients , Sophie Millot – Editions AFNOR
•Mesurer et développer la satisfaction clients, Daniel RAY – Les Editions de l’Organisation
•Measuring customer satisfaction – Survey design, use and statistical methods, Bob HAYES- American Society for Quality

Web Sites

(Master Marketing Paris Dauphine- 2008)