Customer - Focused
Satisfaction Measurement

Facilitated By
Jeff T. Israel

Customer - Focused Satisfaction Measurement

Customer-Focused Satisfaction Measurement is a two-day seminar designed for anyone who leads or manages customer-focus and satisfaction measurement (CSM) initiatives. This seminar emphasizes improving the service culture within the organization as well as measuring and improving customer satisfaction performance. It is relevant across job functions and all customer satisfaction stakeholders (whether from quality, marketing, or customer service) will benefit. The seminar will help any organization that is truly committed to customer satisfaction to do a better job in meeting customer needs.

The seminar begins with the foundations of key ideas and vocabulary. Alternative customer satisfaction measurement (CSM) approaches are evaluated, to tailor an approach to meet the organization's purpose and commitment to customer-focus. Upon completion of the seminar, participants will understand the critical success factors (and how to influence them) to build a great service culture. Attendees will also have the ability to create and implement some simple customer satisfaction measurement (CSM) processes designed to foster continuous improvement.
Participants will understand not only how to measure and improve customer satisfaction, but they will learn the major opportunities and paths to facilitate customer-focused change in their organizations.

Topics Covered:

Customer - Focus Foundations
Terms & core concepts
Cost vs. value

To Measure, or to Change?
Clarifying purpose and commitment
Overcoming resistance to change

Characterizing the Service Process
Service process mapping
Exploring customer perceptions

Identifying Customer Requirements
Inside-out view
Qualitative customer data
Voice-of-the-customer (VOC) sources
Quality Function Deployment (QFD)
Critical to Quality (CTQ's)

Match Approach to Purpose
A checklist at 30,000 feet
Compliance with ISO 9001:2000 Exceeding the ISO Standard
Project scope and resources
Alternative designs & survey methods
CSM Surveys
Questionnaire design
Data collection
Tabulation and analysis
Reporting useful information
Customer Identification
Types of customers
Core vs. non-core customers
Populations and samples

Mastering Service Performance
Fostering the service vision
Setting expectations
Visible management systems (VMS)
Removing barriers to satisfaction


Who should attend?

    • Key stakeholders in customer satisfaction and satisfaction measurement
    • Quality, Marketing & Customer Service professionals
    • Managers and leaders wanting a stronger service culture

The seminar is intermediate in focus and is fun! You will receive a copy of Improving Your Measurement of Customer Satisfaction, by Terry G. Vavra (Quality Press), and a set of workshop materials.

Continental breakfast and luncheon included.

About Jeff T. Israel:

Jeff Israel is the founding Principal of SatisFaction Strategies, LLC, a consulting firm specializing in the design and improvement of customer satisfaction measurement and feedback systems. He also helps his clients remove performance barriers, aligning service processes with customer expectations. He has more than 20 years experience in customer satisfaction and service quality research, serving a broad range of industries.

Before starting SatisFaction Strategies, Jeff worked as a market research consultant. At Market Trends he held positions including Office Principal, Vice President, and Data Collection Manager. Prior to that he was Field Coordinator with Gilmore Research Group. Jeff received his M.B.A. from Washington State University and B.A. in Business (Marketing) from WSU.

Jeff has been an active volunteer with ASQ's Customer-Supplier Division since 1992. He has served as Division Chair, Past Chair, Chair Elect, Vice Chair Marketing, Treasurer and Secretary. Currently he is CSD's Webmaster. Jeff is also is a member of the American Marketing and Business Marketing Associations.

Jeff frequently speaks on customer satisfaction topics and has written and presented seven papers on customer satisfaction, performance improvement and improving customer relationships. He has presented numerous workshops - ranging from 1/2 day to five-days in length on customer satisfaction measurement and customer - focused change. Jeff authored several chapters of The Certified Quality Manager Handbook (Quality Press), published by the Quality Management Division in 1999. In 2000, he received the Customer-Supplier Division's R. A. Maass Award for his publications and presentations in the area of customer-supplier relations.

Updated:12/31/03 Back to Main Page