Voice of the Customer

Learn how to listen to customers and what to listen for. Do you have a reliable mechanism for gauging customer satisfaction and detecting problems in a timely manner? Do you have a plan of attack to gather information regarding issues and opportunities that are important to the customer?  This session will consider how to apply techniques including depth interviews, focus groups and surveys. Emphasis will also be placed on understanding procedures that ensure that the research is likely to produce valuable insights regarding customer demand.


Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University. Prior to joining ASU, he served both as a professor and as the Associate Dean of MBA Programs at the University of Alberta. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy as well as public consultation. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise and currently serves on the Scientific Advisory Committee for Leger Research.

His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia. He is a member of the Association for Consumer Research and the American Marketing Association.

Registration Procedures and Deadlines

Registration and payment is due by March 19, 2014.

Cancellation Policy

A cancellation request received at least one week prior to the program will be refunded in full minus a 10% cancellation fee. Or, you have the option to apply registration to another 2014 course.

A cancellation request received after the registration and payment deadline prior to the start of the program will have the option to apply registration to another 2014 course.

A cancellation request received on or after the day of the program will not be eligible for a refund.

Workshop Details

Date: Mar. 21, 2014, 8am – 12pm

Location: ASU Tempe Campus

Price: $550 ($495 for ASU Alumni)

Register by: Mar. 19, 2014

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Executive Education