Mastering Customer Satisfaction & Service Quality in Public

Inspired by: European Institute of Public Administration's European Primer on Customer Satisfaction Management

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Mastering Customer Satisfaction & Service Quality in Public

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Course Overview:

The course equips participants with advanced skills in measuring, managing, and enhancing customer satisfaction in public service sectors. It covers customer satisfaction measurement, service quality evaluation, and customer feedback management. The course also includes methods like customer journey mapping, satisfaction surveys, and customer insight techniques. Participants will gain insights into customer perceptions, expectations, and the SERVQUAL model, enabling them to effectively analyze customer satisfaction.

Target Audience:

Public Service Managers
Customer Service Directors
Quality Assurance Officers
Customer Insight Analysts
Operations Managers
Marketing Executives
Government Officials

Targeted Organizational Departments:

Public Relations
Quality Assurance
Customer Support
Marketing & Sales
Operations

Targeted Industries:

Public Administration
Healthcare Services
Hospitality
Telecommunications
Retail and Consumer Services

Course Offerings:

By the end of this course, participants will be able to:

Measure customer satisfaction using various methods including satisfaction surveys, SERVQUAL, and feedback analysis.
Implement strategies to manage customer satisfaction effectively in public services.
Conduct customer journey mapping and improve public service satisfaction.
Utilize customer segmentation analysis to better understand target markets.
Apply mystery shopping techniques to assess service delivery performance.

Training Methodology:

The course features interactive training with case studies, group discussions, and real-world applications. Participants engage in customer journey mapping, role-playing for satisfaction surveys, and service quality evaluations. The course also includes hands-on activities such as mystery shopping simulations and focus group insights. Through interactive feedback sessions, participants analyze customer satisfaction data and apply customer insight techniques to develop actionable strategies for improving public service satisfaction and organizational performance.

Course Toolbox:

ebooks covering customer satisfaction measurement and management strategies.
Access to online resources on public sector service quality.
Satisfaction survey templates.
Case studies on managing customer feedback.
Checklists for benchmarking service delivery performance.

Course Agenda:

Day 1: Understanding Customer Satisfaction and Public Service Dynamics

Topic 1: The Changing Role of Public Services and the Citizen/Customer Relationship
Topic 2: Why Manage Customer Satisfaction in Public Services?
Topic 3: Different Faces of Citizens/Customers in Public Service Delivery
Topic 4: Public vs. Private Service Delivery – Key Differences
Topic 5: Service and Product Characteristics in Public Services
Topic 6: Introduction to Customer Satisfaction Concepts and Models
Reflection & Review: Reflect on the changing role of customers in public services and key takeaways from Day 1

Day 2: Key Determinants of Customer Satisfaction and Service Quality

Topic 1: Understanding Expectations and Perceptions in Customer Satisfaction
Topic 2: The SERVQUAL Model for Service Quality Evaluation
Topic 3: Determinants of Service Quality in Public Services
Topic 4: Identifying and Measuring Key Satisfaction Factors
Topic 5: How to Address Customer Expectations vs. Perceptions
Topic 6: Impact of Quality Factors on Customer Satisfaction
Reflection & Review: Review service quality measurement tools and determinants of satisfaction

Day 3: From Measurement to Management: Methods and Techniques

Topic 1: From Satisfaction Measurement to Customer Satisfaction Management
Topic 2: Methods for Measuring Customer Satisfaction (Surveys, Focus Groups)
Topic 3: Customer Journey Mapping and Process Analysis
Topic 4: Usability Testing and Feedback Analysis
Topic 5: Mystery Shopping and Frontline Staff Insights
Topic 6: Co-evaluation Techniques for Public Services
Reflection & Review: Reflect on methods for measuring and managing satisfaction in public services

Day 4: Implementing Customer Satisfaction Strategies

Topic 1: Co-production and Co-design in Public Service Delivery
Topic 2: Citizen/Customer Panels and Engagement Strategies
Topic 3: Using ICT to Gather Feedback and Improve Services
Topic 4: Satisfaction Surveys and their Pros and Cons
Topic 5: Benchmarking Public Service Satisfaction
Topic 6: Building a Strategy for Continuous Service Improvement
Reflection & Review: Evaluate strategies for engaging customers and improving service delivery

Day 5: Continuous Improvement and Long-Term Satisfaction Management

Topic 1: Organizational Improvement through Customer Feedback
Topic 2: Public Sector Service Improvement Strategies
Topic 3: Enhancing Service Reliability and Responsiveness
Topic 4: Using Citizen Charters for Service Accountability
Topic 5: Managing Service Performance and Customer Expectations
Topic 6: Ensuring Customer Loyalty through Service Quality
Reflection & Review: Reflect on long-term strategies for managing and sustaining customer satisfaction

How This Course is Different from Other Customer Satisfaction Courses:

This course offers a tailored approach to public sector satisfaction management, focusing on practical methods like the SERVQUAL model and customer journey mapping. It also includes hands-on techniques such as mystery shopping and co-design with customers. The program is designed for immediate real-world application and equips participants to effectively manage and enhance customer satisfaction in public services.

credits: 5 credit per day

Course Mode: full-time

Provider: Agile Leaders Training Center

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Location	Dates	Duration	Mode	Price
Casablanca	Week 20, 2026 11 - 15 May 2026	5 Days	Onsite	€4,100
Zoom	Week 20, 2026 11 - 15 May 2026	5 Days	Online	€1,500
Manama	Week 21, 2026 24 - 28 May 2026	5 Days	Onsite	€4,700
London	Week 22, 2026 25 - 29 May 2026	5 Days	Onsite	€5,700
Amsterdam	Week 23, 2026 01 - 05 Jun 2026	5 Days	Onsite	€5,700
Cairo	Week 25, 2026 15 - 19 Jun 2026	5 Days	Onsite	€4,100
Doha	Week 25, 2026 21 - 25 Jun 2026	5 Days	Onsite	€5,500
Istanbul	Week 27, 2026 29 Jun - 03 Jul 2026	5 Days	Onsite	€4,500
Muscat	Week 27, 2026 05 - 09 Jul 2026	5 Days	Onsite	€5,700
Rome	Week 28, 2026 06 - 10 Jul 2026	5 Days	Onsite	€5,700
Kuala Lumpur	Week 29, 2026 13 - 17 Jul 2026	5 Days	Onsite	€5,200
Paris	Week 30, 2026 20 - 24 Jul 2026	5 Days	Onsite	€5,700
London	Week 31, 2026 27 - 31 Jul 2026	5 Days	Onsite	€5,700
Sharm El-Sheikh	Week 33, 2026 10 - 14 Aug 2026	5 Days	Onsite	€4,100
Dubai	Week 34, 2026 17 - 21 Aug 2026	5 Days	Onsite	€4,500
Johannesburg	Week 36, 2026 06 - 10 Sep 2026	5 Days	Onsite	€6,000
Vienna	Week 39, 2026 21 - 25 Sep 2026	5 Days	Onsite	€5,700
Jakarta	Week 39, 2026 27 Sep - 01 Oct 2026	5 Days	Onsite	€5,700
Manama	Week 41, 2026 11 - 15 Oct 2026	5 Days	Onsite	€4,700
Dubai	Week 42, 2026 12 - 16 Oct 2026	5 Days	Onsite	€4,500