Do you know exactly what your customers want and/or need? The success of your business depends on customer satisfaction, which can only be achieved by listening and responding to your customers. Learn how to define customer value, get close to your customer, obtain market knowledge, and improve customer satisfaction.

This workshop-based program focuses on developing accurate questionnaires, focus groups, market surveys, and sampling plans to find out what your customer really wants before you begin product planning and development.

Listening to the Voice of the Customer Course Objectives

• Understand the process and benefits of market research.
• Define the marketing problem.
• Plan the research design.
• Define the sample.
• Collect and analyze data.
• Final report and follow-up.
• Learn how to set up an effective focus group.
• Select the group.
• Select the facility and a moderator.
• Conduct the group.
• Prepare the report.
• Prepare valuable market surveys.
• Establish survey objectives.
• Employ appropriate data collection methods.
• Construct an effective question response format and layout.
• Evaluate questionnaires.
• Pretest, revise, and implement.
• Develop a sampling plan.
• Define the population.
• Choose data collection method.
• Select sampling frame and method.
• Determine sample size.
• Use techniques for questionnaires.
• Create rating scales.
• Use the right question wording.
• Compose typical examples.

Listening to the Voice of the Customer Topics

• Interviewing
• Surveys
• Data collection and analysis
• Continual improvement

Who Should Attend Listening to the Voice of the Customer?

Anyone involved in understanding customer requirements and designing and developing products and services that meet customer needs. Staff members in design engineering, reliability engineering, quality, manufacturing, and customer service will learn how to better understand customer needs and wants and translate them into improved customer satisfaction. Every employee plays a part in achieving customer satisfaction and building customer loyalty.