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Description

Customer Satisfaction: Designing Your Survey, Measuring and Acting on the Results

Move from a vague sense of how satisfied customers are to a reliable measurement that triggers action

  • 1 day — 7 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Many organisations claim to know how satisfied their customers are, yet have never measured it beyond the complaints they receive. Existing surveys suffer from the same flaws: questionnaires that are too long, poorly selected samples, low response rates and findings that end up in a presentation with no operational follow-up.

This seven-hour day enables you to build a measurement system suited to the size of your organisation: selecting indicators, drafting questions, choosing the right moment to ask, analysing responses and reporting back to teams. Each participant leaves with a completed questionnaire and a collection plan.

Learning objectives

  • Select the satisfaction indicators suited to your organisation's customer journey
  • Draft neutral questions that produce usable answers
  • Define a relevant sample and the right moment to survey customers
  • Analyse closed-question data and open-text comments
  • Report findings in a format that triggers corrective action

What makes this programme different

Each participant leaves with a questionnaire drafted and reviewed during the session
Wording bias is exposed using questions genuinely in use in the field
A corrective action tracking template is built during the day

Programme

1Framing the measurement approach

Knowing what you are looking for before you ask

  • Identify the moments of truth along the customer journey
  • Distinguish transactional satisfaction from relationship satisfaction
  • Choose between immediate post-interaction surveys and periodic surveys
  • Connect measurement with complaint handling

2Building the questionnaire

Short questions that deliver usable answers

  • Draft closed questions without leading the respondent
  • Strike the right balance between open questions and comment fields
  • Select a rating scale and keep it consistent over time
  • Pilot the questionnaire before rolling it out
  • Set the channel and the frequency of contact

3Analysing and using the results

Turning responses into decisions

  • Handle non-responses and extreme ratings
  • Group open-text comments by recurring theme
  • Compare results across customer segments
  • Build a clear report-back for the teams
  • Formalise the corrective action plan and its follow-up

Who is it for

Customer relations managers · quality officers · account managers and marketing managers responsible for running a customer satisfaction survey.

Prerequisites

No prior knowledge required

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.