TLF Training Brochure

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LONDON | MANCHESTER BIRMINGHAM | EDINBURGH 01484 467000 Book online at www.tlfresearch.co.uk LONDON | MANCHESTER | BIRMINGHAM | EDINBURGH 01484 467 7000 Book online at www.tlfresearch.co.uk

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DIARY DATES 2014/15 COURSE

TIME

DATE

VENUE

Customer Journey Mapping in Practice

09:15 - 12:30

23 September

BIRMINGHAM

Voice of the Customer

13:15 - 16:30

23 September

BIRMINGHAM

Customer Surveys

09:15 - 17:00

8 October

BIRMINGHAM

Do your Employees have Customer Empathy?

09:15 - 12:30

8 October

MANCHESTER

Are you Measuring the True Omni Channel Customer Experience?

13:15 - 16:30

8 October

MANCHESTER

Developing a Customer Focussed Culture Workshop

09:45 - 15:30

14 October

MANCHESTER

B2B Customer Experience Workshop

09:45 - 15:30

16 October

LONDON

Customer Journey Mapping in Practice

09:15 - 12:30

4 November

LONDON

Voice of the Customer

13:15 - 16:30

4 November

LONDON

Panel Research & Questionnaire Design

09:45 - 15:30

5 November

MANCHESTER

Doing Driver Analysis the Right Way

09:15 - 12:30

6 November

MANCHESTER

Customer Satisfaction V Net Promoter Score V Customer Effort Score

13:15 - 16:30

6 November

MANCHESTER

Data Presentation & Infographics

09:15 - 12:30

10 February

MANCHESTER

Developing a Customer Focussed Culture Workshop

09:45 - 15.30

11 February

LONDON

B2B Customer Experience Workshop

09:45 - 15:30

12 February

BIRMINGHAM

Do your Employees have Customer Empathy?

09:15 - 12:30

24 February

LONDON

Are you Measuring the True Omni Channel Customer Experience?

13:15 - 16:30

24 February

LONDON

Customer Journey Mapping in Practice

09:15 - 12:30

25 February

LONDON

Voice of the Customer

13:15 - 16:30

25 February

LONDON

Panel Research & Questionnaire Design

09:45 - 15:30

12 March

LONDON

Customer Surveys

09:15 - 17:00

24 March

EDINBURGH

Successfully Managing Outsourced Services with CSAT & NPS

09:15 - 12:30

25 March

LONDON

Complaint Handling

13:15 - 16:30

25 March

LONDON

Doing Driver Analysis the Right Way

09:15 - 12:30

28 April

LONDON

Customer Satisfaction V Net Promoter Score V Customer Effort Score

13:15 - 16:30

28 April

LONDON

Customer Journey Mapping in Practice

09:15 - 12.30

12 May

MANCHESTER

Voice of the Customer

13:15 - 16:30

12 May

MANCHESTER

Customer Surveys

09:15 - 17:00

13 May

LONDON

Developing a Customer Focussed Culture Workshop

09:45 - 15.30 14 May

BIRMINGHAM

B2B Customer Experience Workshop

09:45 - 15:30

MANCHESTER

19 May

Hello, we are tlf.

The Leadership Factor are customer survey specialists. We conduct over 500 surveys each year, helping organisations improve their customers’ experience, satisfaction and loyalty.

Our continued growth depends on the proven benefits we can demonstrate to our clients. Our role is more than collecting data and delivering insight. We support our clients to translate survey results into actions that will improve their customer experience.

Some of our clients:

Previous attendees include: Affinity Sutton Allied Irish Bank Arena Housing Aviva AXA Insurance Balfour Beatty Barclaycard Basildon District Council Bensons for Beds BMI Healthcare BNP Paribas Bourne Leisure BPI Recycled Products Britannia Rescue British Gymnastics British Gypsum Burberry Cannon Hygiene

Care UK Catalyst Housing Group Circle Housing Group City University London Co-op Homes Cotton Traders Crown Packaging Derby City Council Direct Line Group EDF Energy Farnell element14 First Direct Fujitsu Services GSTS Pathology ITW Construction Products James Walker Group Legal & General Lombard

LV= MODern Housing Solutions Monarch Airlines National Trust Nationwide Network Housing Group NFU Mutual Nominet N&P Building Society Perceptive Informatics Prudential PSA Peugeot Citroen Quantum Care Royal Bank of Scotland RS Components Sainsbury’s Scottish Water Shell International

Slimming World Smart Metering Systems South Yorkshire Police Southern Water Sport England Standard Life Student Loans Company Swan Housing Group Tata Steel Europe The Co-operative Bank Tower Hamlets Homes University of Manchester Virgin Money Visa Europe William Hill Yorkshire Water Zurich Insurance

CUSTOMER JOURNEY MAPPING IN PRACTICE Customer journey mapping is a crucial meeting ground for customer experience research, service design, management and communications.

Mapping the customer journey is an essential part of gaining control over the customer experience, and it is also a great way to help staff understand customers and how they may be feeling.

This briefing outlines the steps you must follow, and the sources of information and insight you need in place, to effectively map the customer journey.

The briefing includes: • • • • • • • • • • •

Process flow…not a customer journey!

Which journeys need to be mapped?

One journey, or many?

Individual customer journeys Quantifying the customer journey Process, thoughts, and feelings The research tools that give you the insight you need Tying customer research together with internal data Using service design to improve Using journeys in communication Does the journey ever end?

Dates 23 September 4 November 25 February 12 May

Birmingham London London Manchester

09:15 - 12:30 £155 (ex VAT)

VOICE OF THE CUSTOMER: BRIDGING THE GAP BETWEEN INSIGHT AND ACTION Most organisations research their customer experience. Many do an excellent job, with regular, in-depth insight fed back to appropriate people within the organisation. Even so, a lot of those organisations find it hard to improve customer perceptions.

Why? Are customer views fundamentally divorced from the reality of day to day product or service quality?

No, the reality is that changing customer perceptions is simply very hard, even if you have good insight into the drivers of customer satisfaction and loyalty.

In this briefing we’ll review some tried and tested techniques that have been effective in helping organisations to bridge this gap between insight and action.

The briefing includes: • • • • • •

•

Dates

Connecting survey data to internal metrics 23 September Birmingham Using granular feedback with staff 4 November London Bonuses and targets 25 February London Identifying key behaviours and targeting the right things 12 May Manchester A focus on consistency Winning hearts and minds – using storytelling to bring 13:15 - 16:30 customers to life Keeping customers front of mind £155 (ex VAT)

DEVELOPING A CUSTOMER FOCUSSED CULTURE WORKSHOP This one day practical workshop will share practical tools, tips and techniques to help evolve a customer focussed culture that can be applied to your organisation.

The workshop includes: Defining customer service, customer experience and customer centricity • What is the difference between these three terms?

• What they mean to you and your organisation?

• Self assess how customer centric your organisation is using Ian’s unique customer centric scorecard The 3 L’s of customer centricity • Listen • Learn • Live The ten customer centric competencies (that comprise the customer centricity scorecard). Each competency is examined before delegates complete an exercise for each one: • Proposition – do you have a clear brand proposition understood by customers and colleagues?

• Readiness – how ready for change is your organisation? Is there an acknowledgement of the need for change?

• Journeys – has your organisation documented the customer journey and embedded a continuous improvement plan?

• Effort – how easy is it for customers to interact with your organisation? How easy is it for colleagues to serve customers?

• Functionality – does your customer journey do what customers need it to do? Is there evidence of failure at key touchpoints?

• Capability – are your operating processes documented? Are your operating processes aligned to the customer journey? Do you know how capable processes are?

• Emotion – how does interacting with your brand make customers feel? Are colleagues empathetic towards customers?

• Advocacy – are colleagues and customers advocates of your brand? Would colleagues use the brand themselves?

• Measurement – do you have an external customer feedback mechanism in place? Do you measure internal processes ability to drive customer perception? Are your measurements systems aligned to the customer journey?

• ROI – do you know the ‘cost to serve’ (of your customer journey)? Can you quantify the benefit of customer centric change?

Developing your Customer Culture Action Plan • The final exercise will require delegates to build their own action plan aligned to the customer centricity scorecard. Delegates will decide what they going to take back to their organisation to improve their score?

Dates 14 October 11 February 14 May

Manchester London Birmingham

09:45 - 15:30 £245 (ex VAT)

B2B CUSTOMER EXPERIENCE WORKSHOP Business to business customer research is different.

Most customer research is based on the consumer experience. Most consumer experiences involve simple and short term transactional relationships unless something goes wrong. In contrast B2B relationships are usually complex, longer lasting and require a deeper involvement and understanding between the organisations.

Assessing your performance in this often highly competitive environment requires a very different approach. This briefing reveals the vital points to consider when assessing your effectiveness in these relationships, which ultimately determine your success as a business.

The briefing includes: Dates • • • • •

Gaining real Customer Insight Ensuring you have a reliable and actionable Customer Survey Benchmarking your performance against your competitors Why customers lapse Tracking your performance

16 October 12 February 19 May

London Birmingham Manchester

09:45 - 15.30 Whatever your business, whether large, medium or small, UK based or global, you need to understand what you are good at and where to focus improvement. Learn from our experience to save time and wasted effort to transform your customer experience.

£245 (ex VAT)

CUSTOMER SURVEYS How to Measure Customer Satisfaction An introduction to customer satisfaction surveys. Learn how to improve customer satisfaction in your organisation by “doing best what matters most to customers” Overview Invaluable if you are planning to initiate customer satisfaction measurement or to improve your existing customer satisfaction survey.

This course will enable you to:

Dates

• Generate reliable and accurate data on customer satisfaction 8 October Birmingham • Design your questionnaire to ensure the most accurate 24 March Edinburgh responses 13 May London • Increase your response rates • Analyse your data and communicate the results of your 09:15 - 17:00 survey internally • Provide feedback to customers after the survey £355 (ex VAT) • Calculate an accurate Customer Satisfaction Index (CSI) to measure your improvements over time

DOING DRIVER ANALYSIS THE RIGHT WAY Whether your headline measure is Net Promoter Score, Customer Effort, or Customer Satisfaction; you need to understand what is driving it if you want to improve your customer experience. Driver analysis can be a minefield of misapplied techniques, complex systems and methods which can fail to deliver.

This briefing reviews the options available, and outlines best practice techniques that are available for everyone to use.

The briefing includes: • • • • •

• • • •

• •

Dates

Driver analysis theory 6 November Manchester Correlation and causation 28 April London Multiple regression and its distorted drivers Principal Components Regression 09:15 - 12:30 Driver segmentation – dealing with differences using latent class techniques £155 (ex VAT) Dealing with non-linear relationships Driver analysis in practice Using driver analysis to prioritise Communicating driver analysis – balancing “black box” against “information overload” Monitoring and updating your analysis Using models for prioritisation vs. prediction

CUSTOMER SATISFACTION V NET PROMOTER SCORE V CUSTOMER EFFORT SCORE Using the best Key Customer Metric for your organisation: Debate the pros and cons of different ways of surveying your customers. Find out which is the best key measure for your organisation and why. There are opportunities to use the best of all three and this briefing will explain how you can convince others in your organisation about why you’ve chosen the measure that best suits your organisation and industry, but most importantly the measure that will succeed in driving change.

The briefing includes: • • • • • • • • • •

NPS: Advantages and shortcomings CSat: Advantages and shortcomings Customer Effort: Advantages and shortcomings Understanding your customer satisfaction & loyalty drivers Practicalities of using these measures Sample size implications Scale implications Is your survey deep or broad?

Is your survey strategic or granular?

Is your survey event based or relationship based?

Dates 6 November 28 April 13:15 - 16:30 £155 (ex VAT)

Manchester London

DATA PRESENTATION AND INFOGRAPHICS “Good design is not decoration” – using data and infographics to make an impact.

A customer survey is one of the most important, forward-looking, pieces of management information for your business. It deserves a place at the top table, and in every employee’s appraisal. So why is it so often relegated to a shelf? Finding the right analysis, and the right way of presenting it, is crucial to getting value from your customer research.

The briefing includes: • • • • • •

• •

•

Dates

Getting attention – telling a compelling customer story 10 February Manchester Winning the argument, linking attitudes to business impact Strategic versus tactical measures 09:15 - 12:30 Chart design – maximising clarity and impact Infographics – the good, the bad, and the ugly £155 (ex VAT) Dashboards, monitoring the right things and resisting knee-jerk reactions Managing customer metrics for granular feedback Building the bridge to action – using customer data as the basis for change The impact of big data and social media

PANEL RESEARCH & QUESTIONNAIRE DESIGN WORKSHOP This highly practical workshop is ideal for anyone in PR or Marketing who commissions quick turnaround surveys for media news, crisis management, brand awareness, understanding consumer behaviour, competitor opinions or new product development.

We will share our hard won tips from the trade and the pitfalls to avoid. The workshop will help you to design surveys to get better value for money and achieve your objectives.

Inhouse and Outsourced Research • • • • • •

Setting objectives Quality and speed Analysis and reporting Incentive costs Opportunities to save money One off surveys and omnibuses

Impactful results • • • • •

The headline message Finding the story and using quotations Impact with Info graphics and Vox Pops Recruit for media interviews Sharing results

Dates Survey Design • • • •

Quotas and filter questions Survey routing Closed questions and pre coded questions Open questions and probing

5 November 12 March 09:45 - 15:30 £245 (ex VAT)

Manchester London

ONLINE RESEARCH PANEL MO

NT

E QUE

STION IN O

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Y

FRE

UR HY C ONSUMER S

We’re offering you a FREE no strings attached question in our monthly consumer survey (worth £245) - giving you access to the views and opinions of our panel of over 55,000 UK individuals.

SOUNDS GREAT - HOW DO I GET MY QUESTION?

Just email UK@leadershipfactor.com to reserve your question

WHAT QUESTION SHOULD I ASK?

You don’t need to know the question you want to ask - we can offer some suggestions if you’re unsure.

THE OMNIBUS SURVEY IS USED FOR PR - HEADLINE AND ‘NEWS’ CREATION

CONSUMER ATTITUDE TESTING

CONCEPT TESTING

BRAND RESEARCH

ADVERTISING TRACKING

PRICING SURVEYS

WHAT RESULTS WILL I GET? The survey will be completed by at least 2,000 members of our panel and the results from your question will be split by age, gender and region.

When we close the survey we will email you the results and they’re yours to keep.

Email UK@leadershipfactor.com to reserve your question

TLF PANEL RATE CARD

THE PRICE INCLUDES:

NUMBER OF QUESTIONS

NUMBER OF RESPONSES

PRICE (EXCLUDING VAT)

10 15 20 10 15 20

1000 1000 1000 2000 2000 2000

£1,350 £1,450 £1,750 £1,850 £2,000 £2,150

NUMBER OF QUESTIONS

NUMBER OF RESPONSES

PRICE (EXCLUDING VAT)

1 3

2000 2000

£245 £445

MONTHLY OMNIBUS SURVEY

QUESTIONNAIRE SCRIPTING AND DESIGN ADVICE RESULTS ANALYSIS (DATA TABS FOR 5 SPLITS - OVERALL, GENDER, AGE CITY, REGION) ANY NECESSARY SCREENING ALL INCENTIVES

SUCCESSFULLY MANAGING OUT-SOURCED SERVICES WITH CSAT AND NPS Companies often need to outsource whether it’s a call centre for service or sales, IT support, a repairer network, couriers or value added products.

Customers do not differentiate between you and your third party suppliers so managing outsourced services is vital. Your customers’ loyalty is greatly influenced by the experience they receive from the third party.

This briefing draws on our experience of implementing Service Level Agreements (SLAs), target setting and rewards to get the best from your suppliers.

We will share what has worked in other organisations and how you can increase overall satisfaction without incurring extra costs.

The briefing includes: Dates • Setting a fair SLA for your outsourcer/contractor • A third party’s impact on overall satisfaction and loyalty?

25 March • Measuring the things that will drive the right behaviour?

• Measure the experience they can influence?

09:15 - 12:30 • Designing the soft launch and appeals process • Setting targets to reward great performance £155 (ex VAT) • The financial penalties for poor performance • Sharing and tracking the results with your outsourcer/contractor • The win/win scenario

London

BEST PRACTICE COMPLAINT HANDLING This session is valuable for those creating or reviewing their organisation’s problem and complaint handling procedures.

When a customer has a problem or makes a complaint, the way your organisation deals with this can have a strong and long lasting impact on how they feel and the way they behave. This affects customer loyalty, your reputation and bottom line.

It’s no accident that complaint handling has become an area of focus for many organisations over recent years – it is vitally important to do this well.

This briefing explores why having an effective process in place is important and what needs to be considered to ensure your complaint handling doesn’t let you down.

The briefing includes: • • • •

The good, the bad and the ugly in complaint handling Why the way you handle complaints matters How the way a complaint is handled affects customers The cost of handling complaints

Dates 25 March 13:15 - 16:30 £155 (ex VAT)

London

MEASURING YOUR EMPLOYEES CUSTOMER EMPATHY There are two parts to this briefing. Firstly we’ll look at how you can measure the Customer Empathy of your employees and identify the areas where employees’ perceptions are not aligned with customers’ perceptions. The second part of the briefing will then provide practical ideas on helping employees to feel and demonstrate empathy.

The briefing includes: •

• • • •

•

• •

Dates

Service profit chain: employee engagement, 8 October Manchester customer satisfaction, loyalty & profit 24 February London The lens of the customer versus the lens of the employee How to quantify customer empathy 09:15 - 12:30 Case studies from organisations who have got it right The relative importance of product, price, process and £155 (ex VAT) people in meeting customer needs Gamification, “Flow”, and what they teach us about engagement and motivation Designing the customer experience “Loose/tight” and its role in the customer experience

MEASURING THE TRUE OMNI-CHANNEL CUSTOMER EXPERIENCE Don’t research channels in isolation.

The omni-channel consumer wants to use all channels simultaneously. It’s not unusual for customers to start their experience online and end it on the phone within one transaction. Customers expect a seamless experience; they do not always use channels one at a time. Measuring the customer experience includes the experience and level of switching between channels within single transactions and generally.

To put customers at the heart of an omni-channel strategy understanding the movement between channels is important. It’s unlikely that one customer segment will only use one channel. This briefing does not give advice on how to design your service delivery experience, but focuses on how and what you measure to get clear insights in to omni-channel customer experience research.

The briefing includes: • • • • • •

Dates

Service Delivery expectations 8 October Manchester The explosion in tablets and mobiles 24 February London Consumer behaviour with tablets and mobiles Understanding the omni-channel experience 13:15 - 16:30 Are you asking the right questions?

The pros and cons of different channels for £155 (ex VAT) customer feedback