Monday, November 2, 2009

PRE-CONFERENCE FULL DAY WORKSHOP

Estimating the ROI of Customer Centricity: The Ten 'Must Know' Things About Linkage Analysis

Workshop Leader:
Kunal Gupta,
PhD, Vice President, Decision Sciences, BURKE

Linkage analyses can add significant value to customer measurement programs by estimating the financial returns of providing superior customer experiences. The ability of such analyses to link measures of customer feedback to indicators of business success has earned greater visibility for these programs at the executive level. It has also fostered greater cooperation across organizational silos by optimizing resource allocation toward improved financial success. However, some important and salient considerations for successfully conducting linkage analysis must be understood before embarking on the linkage journey. This full day workshop attempts to offer such information and insights.

In this highly interactive workshop, we share ten absolute 'must-knows' for someone who plans to embark on the linkage effort, and/or someone struggling with an ongoing linkage assignment. The discussion is interspersed with scores of case studies of organizations that have had varied success in linking measures of employee, process, customer, and financial performance. Together the discussion covers the art and science of the complete linkage journey - from early stakeholder engagement and assessment of organizational readiness, to key differences across B2B and B2C as well as manufacturing vs. service organizations. Presentation strategies for effectively communicating linkage findings to various stakeholder groups is also addressed. Overall, the session focuses on four key themes:

1) Rationale for linkage research and analysis
2) Past and recent academic advancements on the topic of linkage analysis
3) The art and science of linkage analysis
4) Pragmatic considerations for ready implementation of linkage analysis within an organization.