Customer Satisfaction Measurement Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Customer Experience Managers, Quality Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-CS-206

Before you join: Participants should have basic familiarity with their organisation's customers, services, channels and existing performance reports.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Customer satisfaction scores are often collected without a clear decision purpose, reliable sample, consistent calculation method or defined response process. This produces dashboards that look credible but cannot explain why customers are dissatisfied, which service failures require attention or whether improvement actions worked. ISO 9001 requires organisations to monitor customer perceptions, while managers also need measures that support retention, complaint reduction, service recovery and quality improvement.

This course teaches participants how to design, run, analyse and govern a customer satisfaction measurement system. Participants work with ISO 9001 clause 9.1.2 and ISO 10004 guidance, then apply practical methods including CSAT, Net Promoter Score, Customer Effort Score, SERVQUAL, journey mapping, survey design, sampling, driver analysis and root cause analysis. The course addresses both transactional feedback after a specific interaction and relationship measurement for wider customer perceptions.

Teaching combines short instructor briefings with service-sector cases, group analysis of survey findings, questionnaire critique, dashboard interpretation and improvement-planning work. Participants examine realistic scenarios such as delayed banking transactions, public-service applications, contact-centre complaints, business-to-business account management and digital service journeys. Each participant leaves with a reusable customer satisfaction measurement blueprint, survey design checklist, metric selection model, reporting structure and 90-day implementation plan.

The course suits professionals responsible for service quality, customer experience, quality management, market research, complaints, operations and performance reporting. It is particularly relevant where customer satisfaction evidence must inform management review, corrective action, service standards or regulatory reporting.

What you will be able to do

  • Design a customer satisfaction measurement system aligned with ISO 9001 clause 9.1.2
  • Select CSAT, Net Promoter Score, Customer Effort Score and SERVQUAL measures
  • Develop questionnaires using valid scales, neutral wording and structured question flow
  • Define sampling, response-rate and data-quality controls for customer feedback studies
  • Analyse satisfaction data using cross-tabulations, confidence intervals and driver analysis
  • Create customer satisfaction dashboards for executive, operational and frontline audiences
  • Apply root cause analysis and corrective action planning to priority service failures
  • Produce a 90-day customer satisfaction measurement and improvement plan

Benefits of attending

For you

  • Build credible satisfaction measures rather than relying on generic survey questions
  • Interpret score movements, confidence intervals and segment differences with greater confidence
  • Present customer feedback findings in decision-ready dashboards and management reports
  • Connect complaints and survey evidence to specific service improvement actions
  • Contribute practical evidence during quality reviews, service reviews and customer experience planning

For your organisation

  • Produces consistent customer satisfaction measures across channels, teams and locations
  • Improves evidence for ISO 9001 customer-perception monitoring and management review
  • Identifies priority service failures before they create repeat complaints or customer loss
  • Reduces survey fatigue through better contact rules, timing and questionnaire design
  • Links feedback findings to owned corrective actions, service recovery and performance targets

Course modules

10 modules over 5 days

Participants can define a customer satisfaction measurement purpose aligned with quality and business requirements.

  • ISO 9001 clause 9.1.2 requirements for monitoring customer perceptions
  • ISO 10004 guidance for planning satisfaction monitoring and measurement
  • Distinguishing satisfaction, loyalty, advocacy, effort, trust and service quality
  • Customer journey moments that shape perceptions, expectations and reported satisfaction
  • Voice-of-customer sources: complaints, surveys, reviews, calls and transactional data
  • Measurement objectives linked to retention, complaint reduction and quality targets

Participants can identify priority customer groups and journeys for focused measurement.

  • Stakeholder mapping for customers, users, buyers, sponsors and service partners
  • Segmentation variables: value, need, channel, tenure, geography and service tier
  • Journey mapping identifies touchpoints, handoffs, pain points and moments of truth
  • Service blueprinting separates frontstage interactions, backstage processes and supporting systems
  • Prioritising journeys through volume, value, risk and strategic importance
  • Defining measurement questions for transactional, relationship and event-based feedback

Participants can select and specify measures suited to different customer decisions.

  • CSAT questions, scales and reporting conventions for discrete service encounters
  • Net Promoter Score calculation, promoter thresholds and interpretation limits
  • Customer Effort Score designs for resolving issues and completing tasks
  • SERVQUAL dimensions and gap analysis for perceived service quality
  • Choosing leading, lagging and diagnostic measures within a balanced scorecard
  • Metric selection criteria: actionability, sensitivity, comparability, burden and cost

Participants can develop clear, valid questionnaires that produce decision-useful feedback.

  • Research objectives translated into constructs, indicators and decision-useful hypotheses
  • Questionnaire flow: screening, core measures, diagnostics, profiling and open comments
  • Likert, semantic differential and binary scales matched to response behaviour
  • Neutral wording, single concepts and balanced options reduce measurement error
  • Open-ended questions coded for themes without constraining customer language
  • Cognitive testing and pilot surveys identify ambiguity and respondent burden

Participants can specify sampling and data controls that support credible findings.

  • Target populations, sampling frames and eligibility rules documented before fieldwork
  • Probability and non-probability sampling methods matched to research objectives
  • Sample size, confidence intervals and margin of error interpreted correctly
  • Response-rate calculations distinguish invitations, completions, partials and exclusions
  • Nonresponse bias checks compare respondent profiles with customer population data
  • Data protection, consent, anonymity and retention requirements built into surveys

Participants can plan feedback collection channels, timing and customer contact controls.

  • Email, SMS, web, telephone and intercept channels compared for bias
  • Transactional survey triggers timed after meaningful customer interactions
  • Relationship surveys scheduled to avoid fatigue and overlapping requests
  • Contact governance sets frequency caps, suppression rules and escalation paths
  • Invitation copy, reminders and incentives tested without compromising neutrality
  • Complaint, call-centre and digital feedback integrated with survey evidence

Participants can analyse quantitative and qualitative feedback to identify performance drivers.

  • Data cleaning rules address duplicates, straightlining, missing values and outliers
  • Top-box, mean-score and distribution analysis reveals different performance signals
  • Cross-tabulation compares satisfaction by segment, journey, channel and location
  • Statistical significance and confidence intervals distinguish signal from random variation
  • Driver analysis links satisfaction outcomes to service attributes and behaviours
  • Verbatim coding combines codeframes, inter-coder checks and theme frequencies

Participants can communicate satisfaction findings clearly to different decision-making audiences.

  • Customer satisfaction dashboards separate executive, operational and frontline views
  • Control charts distinguish common-cause variation from special-cause deterioration
  • Trend charts use consistent bases, periods, targets and comparators
  • Benchmark comparisons account for methodology, sample and market differences
  • Reporting narratives connect scores, customer comments, risks and decisions
  • Data visualisation choices prevent misleading scales, averages and colour signals

Participants can convert customer feedback into prioritised corrective and service recovery actions.

  • Root cause analysis uses Five Whys, fishbone diagrams and process evidence
  • Prioritisation matrices rank issues by impact, effort, risk and ownership
  • Closed-loop feedback processes acknowledge, investigate and resolve individual cases
  • Service recovery standards define response times, authority and customer communication
  • Corrective action plans specify actions, owners, milestones and verification measures
  • Plan-Do-Check-Act cycles embed learning within quality management systems

Participants can establish governance and an implementation plan for sustained customer satisfaction measurement.

  • Customer satisfaction objectives aligned with quality policy and business priorities
  • ISO 9001 management review inputs drawn from perception-monitoring results
  • Roles for survey owners, analysts, process owners and senior sponsors
  • Measurement calendar coordinates transactional pulses, relationship studies and reporting
  • Data governance controls definitions, access, versioning and audit trails
  • 90-day application plan schedules baseline, actions, reviews and success measures

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Customer satisfaction measurement blueprint
  2. Survey questionnaire design checklist
  3. CSAT, NPS and CES metric selection model
  4. Sampling and response-rate calculation worksheet
  5. Customer satisfaction dashboard specification
  6. 90-day measurement and improvement plan

Who should attend

  • Customer Experience Managers — need evidence to prioritise journey and service improvements
  • Quality Managers — must meet customer-perception monitoring and management review requirements
  • Customer Service Managers — need actionable feedback for frontline performance and service recovery
  • Market Research Professionals — design and interpret satisfaction studies for internal decision-makers
  • Operations Managers — need measures that connect process failures with customer outcomes
  • Complaints and Contact Centre Managers — use feedback trends to reduce repeat failure demand

Skills and tools covered

Survey designSatisfaction metricsCustomer journey mappingFeedback data analysisService recovery planningQuality management reporting

Tools and standards

ISO 9001, ISO 10004, Net Promoter Score, SERVQUAL

How the course runs

Training methodology

The course uses short instructor briefings to establish methods and standards, followed by case work based on service operations, customer journeys and feedback datasets. Participants critique survey questions, select metrics, interpret dashboard results and investigate causes of declining satisfaction. Group exercises compare alternative measurement designs for transactional and relationship feedback. Simulations address management review discussions and service recovery decisions. Participants finish by adapting the course templates into a 90-day application plan for their own service environment.

Requirements and prerequisites

Participants should have basic familiarity with their organisation's customers, services, channels and existing performance reports. Experience in customer service, quality, operations, market research, sales support or customer experience is useful. Participants should be comfortable reading tables, percentages and simple charts. No prior training in statistics, ISO auditing, survey software or formal market research is required. The course explains the statistical concepts needed for interpreting satisfaction results without assuming advanced quantitative knowledge.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should understand your organisation's customers, services and basic performance reporting. Prior experience with surveys, ISO standards, statistics or market research is not required.

Bring examples of current customer surveys, complaint reports, service standards or dashboard extracts if you can share them appropriately. A laptop is useful for working with templates, although it is not mandatory.

The course is designed for customer experience, quality, customer service, operations, research and complaints professionals. It also suits managers who receive satisfaction reports and need to challenge findings or approve improvement actions.

Customer service skills courses focus on handling individual interactions and improving frontline behaviour. This course focuses on measuring customer perceptions, analysing feedback and managing organisation-wide improvement actions.

You can review an existing survey against the questionnaire checklist, assess whether current metrics answer management questions and improve dashboard definitions. The 90-day plan helps structure the first measurement or improvement cycle after the course.

Training runs from 08:30 to 16:30 each day, providing about 6.5 contact hours daily. The five days cover measurement design, survey quality, data collection, analysis, reporting, corrective action and implementation planning, with a certificate of completion issued after attendance.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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