2020 - Understanding Customer Expectations

OVERVIEW
By the time you run a customer satisfaction survey,it’s already too late.You're looking in the rear-view mirror. Dissatisfied customers have departed and told others not to bother. Even more importantly for your bottom line, a competitor offering something you do not will lure away those formerly “satisfied” customers.This does NOT have to be the scenario for your business.No matter what business you are in,you must be able to understand customers’ expectations, even when they cannot articulate them easily. This program provides you with strategies for discovering those elusive expectations and meeting them. Although we explore some simple tools and approaches to digging out what’s missing for customers, you can apply the principles to your existing market research efforts also. Once you integrate this into your ongoing strategic planning and execution, you have a recipe for improvement and innovation.
LEARNING OBJECTIVES
Challenges discovering customer expectations
What's wrong with Customer Satisfaction
Satisfaction & Dissatisfaction are not opposites
Why do customers leave or stay?
Who is and is NOT my ideal customer
Probing questions to discover hidden expectations
Tools and techniques to discover expectations
Developing effective surveys
Analyzing survey results
Avoiding survey pitfalls
Successful interviewing
Active listening
Creating innovative solutions
Dr. Kano's proven approach to discovering and meeting expectations
Creating a market to engage the customer
WHY SHOULD YOU ATTEND
Adopt approaches that work and learn to:
Define your ideal customer
Develop probing questions to surface unarticulated expectations
Use simple tools to dig out expectations
Develop innovative solutions and create a market
Get the successful results you want.
In addition to an introduction to the basic customer-expectation tools, you will receive references to increase your knowledge and skills.
WHO WILL BENEFIT?
Business Owners
Marketing & Sales Leaders
Leaders in any capacity
Individual Salespeople
Project Managers
Technology- Related Requirement gatherers
SPEAKER
Rebecca Staton-Reinstein, Ph.D., president of Advantage Leadership, Inc. As president of Advantage Leadership, Inc. Rebecca works with leaders around the world, who want to grow their organizations and improve their bottom lines through strategic leadership and planning, engaged employees, and improved critical processes.
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