Service has become the main way many organisations differentiate themselves, particularly where products and prices are similar. Mobile-first customers share good and bad experiences instantly, and public institutions face growing demands for demonstrable service standards. Yet in many organisations feedback is anecdotal, surveys are poorly designed and results never lead to action.

This programme applies monitoring and evaluation discipline to the customer experience. Participants start with a results framework linking service standards, customer journeys and outcome indicators. They then learn the main measurement tools, including transactional and relationship surveys, mystery shopping, call and chat quality monitoring, complaint analysis and digital feedback, and how to sample, analyse and interpret each properly. The programme progresses to diagnosing root causes, reporting through scorecards and dashboards, and designing improvement cycles that close the loop with customers and staff.

Sessions are workshop based. Delegates build a measurement plan, draft questionnaires, analyse a prepared dataset and produce a scorecard and improvement plan that can be applied directly to their own service environment. Examples are drawn from banking, health, telecoms and public service counters.

By the close of the course, participants will be able to:

• Build a results framework linking service standards to customer outcomes.
• Map customer journeys and identify the touchpoints that matter most.
• Design valid surveys for NPS, CSAT and customer effort.
• Plan and run mystery shopping and service quality monitoring.
• Analyse complaints, compliments and digital feedback for patterns.
• Use sampling and basic statistics to interpret results with caution.
• Carry out root cause analysis on service failures.
• Report through scorecards and drive follow-up improvement actions.

This course is for people who deliver, measure or oversee service, including:

• Customer experience and customer care managers
• Quality assurance and service standards officers
• Contact centre team leaders and supervisors
• Branch and retail network managers
• Monitoring and evaluation officers working on service delivery
• Citizen service and complaints officers in government
• Marketing and market research professionals
• Hospital, utility and telecom customer relations staff

Participants return to work with:

• A service measurement plan listing indicators, sources and frequency.
• A tested survey questionnaire and sampling approach.
• A mystery shopping checklist and scoring guide.
• A complaints coding frame for spotting recurring failures.
• A customer experience scorecard design for management.
• A closed-loop feedback procedure for following up with customers.

The format keeps measurement tied to everyday service realities. Delegates take part in:

• Concise concept sessions with sector examples from banking, health and public service
• Questionnaire and checklist design workshops
• Analysis labs using prepared survey and complaints data
• Simulated mystery shopping scoring from recorded interactions
• Peer feedback on measurement plans and scorecards

Participants who complete the programme and its workshops receive a CPD-accredited Certificate of Completion issued by Vision Reach Global Consultancy.