Customer Service

Listening to Customers

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This pack provides a series of tools to encourage everyone to gather feedback from customers and to act on the results.

The pack includes modules on:

  • The importance of measuring customer satisfaction. It introduces the range of measurement techniques that are available to organisations, their advantages and disadvantages.
  • How to interpret customer feedback and develop service improvement actions.
  • How to run a customer focus group to gain ideas for innovation and the customer experience.
  • How to design and implement a customer questionnaire that can be used face to face, on the internet, over the phone and in writing.
  • This is intended for business leaders. It introduces the concept of listening posts. These are methods to proactively stay close to customer concerns.