Capitalize on the expert knowledge to gain maximum value
on these vital issues:
UNDERSTAND how you can design surveys to find out how well your products meet
customers’ needs or how satisfied they are with different aspects of the service you
offer
ASK your customers for their views on your company’s products and performance
indicates that you’re prepared to listen to customers and take account of their
views
DISCOVER by sharing the results of a customer satisfaction survey with your
employees, you can build an understanding of company operations from the
customers’ perspective
REDUCE the risk of your customers defecting to competitors. Customer satisfaction
levels have an impact on your ability to retain customers.
DETERMINE your company’s strengths and weaknesses from your customers’
perspective by analyzing the responses from a customer satisfaction survey. Focus
on areas of your business that achieve very low satisfaction scores and prioritize
improvement programs so that you can remedy any serious problems in those
areas
APPLY customer insights to gain a better understanding of your customers’
requirements and concerns so that you improve your products and your standards
of service in line with customers’ needs
REALIZE that a single satisfaction survey gives you a snapshot of customers’
views at a given point of time. By conducting a number of surveys over a period of
time, you can measure (KPIs) the results of any improvement programs you have
undertaken
UNI training courses are thoroughly researched and
carefullystructuredtoprovidepracticalandexclusive
training applicable to your organisation.
Benefits include:
• Thorough and customised programmes to
address current market concerns
• Illustrations of real life case studies
• Comprehensive course documentation
• Strictly limited numbers
20th - 21st August 2015 • Grand Millennium Kuala Lumpur, Malaysia
Course Facilitator:
Marco Oriano
Customer Experience Consultant
Marco Oriano Consulting
Achievements
• Decreased first-contact resolution time
from 24 hours to 30 minutes -- Vlex
• Improved staff productivity,resulting in
a cost reduction of approximately 35%
---Vlex
• Implemented KPIs aimed to measure
customer satisfaction
• Created a global customer focused
culture -- Ntrglobal, Vlex
• Led the global customer satisfaction
surveys and its related improvement
plans --- Vlex, Ntrglobal, JC Duard, IT
Consultia
• Continuous improvement plans based
on “Mystery Shopping”, boosting
customer satisfaction indexes with
strategic action plans based on
exceeding the expectations of our
customers and deliver compelling
value to our shareholders --- Angrup
Diagnose the real drivers of customer loyalty and defection
Proudly Organised by:
TESTIMONIALS:
“Customer Satisfaction, Managing People are the most valuable topics to me. The Balance
of lecture, group participation and exercise time are excellent. The trainer is good at
involving students in group discussion and explaining each topic very well with excellent
time management.”
- Miguel Cañas, Managing Partner at Agendum Solutions
“The instructor is a knowledgeable, patient and passionate Trainer & Customer Service
Ambassador. I really enjoyed! To me, the most valuable topics are Customer Relationship
Management (CRM) and Customer Service Quality”
- Ciro Alonso, Office Manager, IT Consultia, Panama
“I learned a great deal that I will use immediately upon returning to work. Marco is a
great trainer and kept the group interested for the full time. I highly recommend it to any
professionals.”
- Cédric Cyrus Lheure, Director OBM Construction, LATAM
“Very informative. It will help me reorganize the customer satisfaction program in my
organization.”
- Ricardo Fernández García, General Manager, BO K BO
Measuring Customer SatisfactionMeasuring Customer Satisfaction
& Complaint Handling& Complaint Handling

Overview & Objective
This two-day workshop will cover the basic and advanced topics
in Customer Satisfaction Survey and Customer Complaint
Management that enable the participants not only to measure
customer satisfaction but also to increase their awareness and
knowledge of the Customer Satisfaction Survey in terms of
methodology as well as management concept.
Participants will also learn how to develop appropriate plans and
methodology to integrate the survey in their business activities.
This course addresses the importance of managing Customer
Satisfaction and exceeding customer expectations by analyzing
the Voice of Customers.
They will gain a complete and systematic learning of every aspect
of a satisfaction survey step by step and all the major KPIs from
designing to presenting the survey to a Management Team. The
methodology learned during the workshop may be implemented
successfully in any company or industry and it has an over
$20,000 estimated value in the market.
It would set the basis and fundamentals for any continuous
improvement process meant to impact and improve the
customer experience.
The second day, the workshop will cover the importance of
how well companies manage inquiries/complains they receive
everyday from their customers and how much it can impact their
global perception or satisfaction over the company, product and
service.
Each session is based on trainer input, application of content to
delegates’ organizations and group based discussion. Relevant
case material is explored and evaluated where appropriate. This
provides delegates with new and novel insights based on other
organizations’ experiences.
PRE-COURSE QUESTIONNAIRE
To ensure that you gain maximum value from this course, a detailed
questionnaire will be forwarded to you upon registration to establish
your exact training needs and issues of concern. Your completed
questionnaire will be analysed by the course trainer prior to the event
and addressed during the event. You will receive a comprehensive
set of course documentation to enable you to digest the subject
matter in your own time.
Program Schedule
(Day 1 - Day 2)
08:30 Registration
09:00 Morning Session Begins
10:40 - 11:00 Refreshments & Networking Break
12:45 Luncheon
14:00 Afternoon Session begins
15:30 - 15:50 Refreshments & Networking Break
17:00 Course Ends
DAY 1 | 20th August 2015
SESSION 1: CUSTOMER SATISFACTION FOCUS:
UNDERSTANDING YOUR CUSTOMER AND VALUE
PROPOSITION
What Is the Customer Satisfaction and why it is important?
9 Strategies to increase Customer Satisfaction
Measuring the Customer Satisfaction Impact on each Moment
of Truth is the key to offer a better customer experience
Do we know our customers and what they are expecting from
us? Gap Analysis
Which program of Voice of Customer is being used in your
company to gain feedback from your customers?
Qualitative versus Quantitative Research
Case Study:
Identifying customers and meeting their needs An Argos case
study
SESSION 2: TO DESIGN A SUCCESSFUL SURVEY: MAKE
SURE IT ALWAYS MIRRORS WHAT IT REALLY MATTERS
TO CUSTOMERS
Setting short and long-term objectives
What kind of Survey should we use and what we expect to
achieve?
The importance of customer insights and metrics at an early
stage of product development
Customer Complaint Handling as an important piece of the
puzzle
The very first step: A well-done Exploratory Research helps
you ask the right questions to obtain meaningful customer
insights. It is key to data collection
Maximizing response rates
Questionnaire Design & Scaling
Case Study:
First Samuel keeps a professional edge with a Surveys Client
Satisfaction Survey
SESSION 3: TIME TO LAUNCH THE SURVEY: CRITICAL
SUCCESS FACTORS
The most efficient channel to launch a survey
Integrating Surveys with your CRM allows to you to view and
manage all surveys integrated with you CRM environment. DO
NOT MISS THIS OPPORTUNITY!
Introducing the survey to customers, we want to prepare them
to boost response rates
Analyzing the results
What is a mirror survey and what it is meant to measure?
Introduction to the Workshop Research Project “How to
Create a Strategic Action Plan” based on real customer
insights - Phase 1
Case Study:
Customer Satisfaction Survey Report done by Marco Oriano
SESSION 4: THE MAJOR “KEY PERFORMANCE
INDICATORS” (KPI): BUILD YOUR DASHBORD AND TRACK
THEM OVER TIME
Customer Satisfaction KPIs you need to use
Performance Tracking
Gap Analysis
How to prioritize strategic initiatives (Pareto Analysis and
Ishikawa Diagram)
The importance of NET PROMOTER SCORE
Define Business Benchmarking: The smartest way to measure
progress
Workshop Research Project. “How to Create a Strategic
Action Plan” - Phase 2

WHO SHOULD ATTEND
The workshop will prove particularly worthwhile for CEOs, VPs,
Directors, Heads of Departments, Managers responsible for:
Customer service/relations
Branding
Corporate services/relations
Complaints handlings and resolution
Sales and Marketing
Business Development
Product Development/ Management
WHY YOU SHOULD ATTEND
Keeping customers loyal and reducing the risk of customers
defecting to competitors are essentials to long-term success of
your business.
Attending the workshop you will learn different and great tools to
drive communication between you and your customers that would
eventually lead the company to improve the way they service
customers, the global level of satisfaction and how to launch/
market products to better exceed customer expectations.
It is a great opportunity to stand out and contribute to your
company success.
The higher the level of satisfaction you can achieve, the more
likely you are to retain you customer and convert them into new
promoters.
DO NOT MISS the opportunity to learn more and master:
How valuable FEEDBACK can help your company
How LISTENING your customers from different channels can
immediate give you quick- win opportunities to improve their
experience
The benefits from UNDERSTANDING a company operations
from the customers´ perspective
How PRIORITIZE and FOCUS on areas of your business the
most matter to customers
How RETENTION is close related to levels of customer
satisfaction and how small changes on customer pain points
could positively impact revenues
Best Practices and setting PROGRESS Monitoring Goals for
improving company performance
In-House Training
Cost effective In-house courses, tailored specifically to your
organisation’s needs, can be arranged at your preferred location and
time. If you would like to discuss further, please contact our In-house
division at iht@unistrategic.com.
SESSION 1: MANAGEMENT TEAM STRATEGY: DIAGNOSE
THE REAL DRIVERS OF CUSTOMER LOYALTY AND
DEFECTION IN ORDER TO HELP MANAGEMENT
TAKES PRACTICAL DECISION TO CONVERT VOC
INTOPROFITABLE BUSINESS ACTIVITY
Stand out among your peers, presenting an Executive
Summary to Management – Actionable /Informative Output
The cost of not doing anything
Goal setting and continuous improvement process
Who is responsible to execute the Action Plan
Quick win actions to retain very unhappy customers who are
about to leave Show customers that they help you run the
business – follow up and keep them informed
Testing New Initiatives and Follow-Up
Workshop Research Project. “How to Create a Strategic
Action Plan” - Phase 3
Case Study:
I-Sight Provides Practical Tips at Customer Profitability, Loyalty
and Retention Conference
SESSION 2: COMPLAINTS HANDLING FOCUS: 88% OF
CUSTOMERS WHO FEEL A COMPLAINT WAS HANDLED
WELL WILL REMAIN LOYAL TO THE COMPANY
Impact & Benefits of Complaints
Effective Complaint Reporting
Dos and Don’ts in Complaint Handling
Set up red flags along the all process
Reduce Potential Complaints
The importance of the right Service Level Agreement
Workshop Research Project. “How to Create a Strategic
Action Plan” - Phase 4
SESSION 3: VOC PROGRAMS: IT SHOWS YOUR
CUSTOMERS THAT YOU ARE COMMITTED TO FULFILLING
THEIR NEEDS, MAKING THEM FELL VALUED
Effective VOC starts with active-listening skills
Empower your team by making them part of the solution
Develop an internal Common Language
Improve Customer Loyalty – Just by Listening
Putting the voice of the Customer to Work
Workshop Research Project. “How to Create a Strategic
Action Plan” - Phase 5
Case Study:
Boots uses Bazarvoice best practices to turn unhappy customers
into advocates
SESSION 4: CLOSING COMMENTS AND SESSION REVIEW
Workshop Research Project. “How to create a Strategic Action
Plan” - Phase 6
Group Final Presentation: “Strategic Action Plan”
End of Workshop/Beginning of Implementation!
DAY 2 | 21st August 2015

ABOUT YOUR COURSE FACILITATOR
Marco is an expert in Customer Experience Strategy. He works with companies who want to leverage their service proposition
in order to be more strategic about customer experience management. Marco diagnoses the real drivers of customer loyalty
and defection in order to help management take practical decisions about converting the voice of the customer into profitable
business activity.
His core business involves providing advice and guidance to boards, management teams and operational staff, as well as
hands-on support in order to build customer advocacy, to maximize performance and optimizing customer care channels to
support business growth.
In the past 12 years, he has been helping companies improve customer satisfaction, the renewal rate, identify problems,
support and create a Customer-centric culture Worldwide. With a multidisciplinary and multiculturalism profile he provides
multiple values in companies that want to get the most value to its existing portfolio of customers.
He is a truly passionate about delivering a service that will WOW your customers to generate recommendations (NPS) and
finding those differentiators in the market place.
His specialties are:
Customer Experience Management Customer advocate
Customer Satisfaction Survey Customer Loyalty (CSI and Net Promoter Score)
Customer Retention Customer Insight Research
Customer Complaint Management Customer Relationship Management
Service Excellence International Operation Management
Strategic Planning and Implementation Executive Leadership and Team Development
Organizational Culture Change Drive improvements
His notable achievements include:
Decreased first-contact resolution time from 24 hours to 30 minutes -- Vlex
Improved staff productivity, resulting in a cost reduction of approximately 35% -- Vlex
Reduced the “Churned Rate” by 10 points in 2 years
Improved the Net Promoter Score by 38 points in just 12 months
Improved the Customer Satisfaction Index by 10 points in just 12 months
Implemented KPIs aimed to measure customer satisfaction
Created a global customer focused culture -- Ntrglobal, Vlex
Led global customer satisfaction survey programs and its related improvement plans --- Vlex, Ntrglobal, JC Duard, IT
Consultia
Continuous improvement plans based on “Mystery Shopping”, boosting customer satisfaction indexes with strategic
action plans based on exceeding the expectations of our customers and deliver compelling value to our shareholders ---
Angrup
Partial List of Companies that have Benefited from trainer’s Expertise:
Angrup Restaurants (Spain) JC Duard (Independent consultant, USA)
NTRglobal (Spain) Vlex (Miami)
IT Consultia (Panama) Agendum Solutions (Spain)
Panqueq Jamaica (Miami) K Bon D Bon (Spain)
Zyncrho (Spain) John Hancock Financial Services (USA)
Productivity and Innovation Credit (PIC) Scheme
• All business in Singapore can enjoy up to 400% tax deduction for external training* provided by UNI Strategic Pte Ltd for up to $
400,000 for year of assessment 2015. You can enjoy up to 68% of tax savings from attending our trainings which means you only
need to pay 1/3 of the course fees
• Alternatively, businesses can opt for a non-taxable cash payout option of 60% of up to $100,000 for year of assessment 2015
meaning up to a maximum of $60,000
* This includes both trainings in Singapore and overseas
* Both local and foreign employees are eligible
* Course fees only
PIC Bonus (as announced in Budget 2013)
On top of the existing 400% tax deductions/allowances and/or 60% cash payout (“PIC cash payout”) under the PIC scheme, the PIC
Bonus gives businesses a dollar-for-dollar matching cash bonus for YAs 2013 to 2015, subject to an overall cap of $15,000 for all 3
YAs combined. Businesses must incur at least $5,000 in PIC-qualifying expenditure during the basis period for the YA in which a PIC
Bonus is claimed. The PIC Bonus is taxable.
Please refer to https://www.iras.gov.sg/irasHome/page04.aspx?id=14566 for more info