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Measuring Customer Satisfaction for Classroom Training

Vishwadeep Khatri


 Q 74. Some of the commonly used measures of customer satisfaction are given below - 


  1. NPS (Net Promoter Score) - Loyalty and referral check. 
  2. C-SAT (Customer Satisfaction Index) - Satisfaction attained by the use of product/service. 
  3. Churn (Customer Churn Rate) -  Customer loss assessment.
  4. CAC (Customer Acquisition Cost) - CAC is all the costs spent on acquiring more customers (marketing expenses) divided by the number of customers acquired in the period the money was spent.
  5. CES (Customer Effort Score) - Customer effort assessment in getting work done/ issues resolved. 


What will be your ranking for the five metrics (NPS, C-SAT, Churn, CAC, CES) as per order of importance for Performance of a classroom training provider of courses for working professionals and why? 


Note for website visitors - Two questions are asked every week on this platform. One on Tuesday and the other on Friday.

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In case of an objective to measure the customer satisfaction for the performance of a classroom training provider of courses for working professionals , the obvious situation is that the customer has already booked the slot for the CRT.

Here, the customer has come to receive some training which is a need for him. Hence in the quest to measure the customers overall satisfaction, following is the ranking I would suggest for the five metrics:

1)    CES- It is important to measure how the customer felt about the effort it took for him to learn / participate during the CRT. CES is best applicable when there is an immediate need / expectation is met.

2)    C- Sat- Though not as relevant as the CES , Customers experience during the CRT and the extent to what his expectations have been met will determine the Csat and his loyalty and how much he promotes the same CRT to others, hence I have reated it as second

3)    NPS- This will help the organisation to assess whether the customer is a promoter or detractor so that the potential to get more participants through referrals can be projected, and simultaneously understand whether the CRT provided was apt.

4)    CAC- is important to understand the cost to acquire participants for the course, which includes creating leads and then converting them to participants. This will help to determine the fees for the Course and also budgets the arrangements for the Class.

5)    Churn- In this case, the churn of the customer is not relevant / applicable for this example as the participant will not go to some other training center for the same course- Having said that as mentioned above , if the CEC ,Csat & NPS is low, the participant is definitely not going to come back to the institute for any other course.


Having said that , The most important point that we must remember here is to make good use of the measures  and learnings derived from them and implement improvements in the process to ensure immediate customer satisfaction, future loyalty and referrals.

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Looking at all the five metrics for classroom training  , following are recommended priority. Class room training has many aspect which various with customer satisfaction like trainer, location of training, accessibility of location, facility of training, training time and brakes, food and re-freshments. The format of feedback plays major importance over type of method adopted however the matrices shall have following priority.

1.    NPS : Net promoter score gives will indicate the likelihood of deciding priority over factors which catch customer and further improvement scope in more directive nature. It can give the USP and business model for which it can stand for future. The data can be further analyzed  in broader way and tracked with various correction action.

2.    CES : This will indicate the selection criteria while choosing various option on the basis of likes and disliked customer feedback. It will indicate and direct the improvement areas and way ahead direction.

3.    C-SAT : This will indicate factors which are preferred over other factors and however does not indicate the area of improvement during analysis.

4.    Churn : this will indicate the Customer loss assessment and indication of if customers are considering while selecting training over other available options.

5.    CAC : Customer acquisition cost indicate the financial aspect of potential customer to customer. It is more of financial indicator rather than satisfaction from training in real term. It indicate if the training will achieve the business goal with projected budget or not.

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My ranking of the metrics for a classroom training provider would be


1)    C-SAT 2) CES 3) NPS 4) CAC & 5) Churn


From a classroom training provider point of view C-SAT comes first as if the trained working professionals are satisfied, there is a higher chance of them coming back for some other course. The second most important metric would be CES which is very important as some support is required to the working professionals on the training received to carry out the learning in actual work atmosphere. The support provided in execution of learning by the training provider. The third most important function to measure the performance of classroom training by measuring the referral joiners as there is a scope that one satisfied customer could refer multiple joiners which proves the performance of classroom training provider which is NPS. CAC would be the next metric in which new customers acquired is to happen based on the results produced by any training provider which he could market for acquiring new customers. The last metric would be customer churn which could be voluntary or involuntary (voluntary churn being working professionals not coming back because of getting a better training provider and involuntary churn being these professionals being retired or moving out of that function or having no time to attend etc). As involuntary churn depends on several factors including availability of their required courses, this would be in the last place.

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1 Csat this helps in proving the quality and reducing the root cause for problema faced by customers 

NPS (Net Promoter Score) this helps to build the service improvements

3CES (Customer Effort Score) this is linked with issues and escalations this tool will help built robust process and system

4.Churn (Customer Churn Rate) to retain the customers this tool can be used as the beat medium

5.CAC (Customer Acquisition Cost) this toll help help reduce the expenditure to acquire new clients


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For a classroom training for working professionals the customer satisfaction measures can be ranked as C-SAT, CAC, NPS, Churn and CES.


In a classroom training a customer is concerned first with the delivery of the trainer or ability of the trainer to connect and make him understand the relevant matter or subject. Hence C-SAT which measures the level of customer satisfaction comes first.


If a customer is satisfied, he would spread good name about the training institute and trainer. Again, if a customer is satisfied and the training is complete with a test or something, he is likely to clear it with flying colors and a group of such customer's scores can be advertised to increase customers. Hence the next measure that can be used is CAC.


If other courses are also provided with the same trainer and institute, then NPS can be used next which will indicate  the loyalty of the customer. In case customers are not coming again for other trainings provided by the same trainer, then Churn can be used to assess the customer loss.

CEC is not much relevant in this case and hence i have ranked it last.


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As the real benefit of a Classroom Training Session is the fulfillment of the trainee's objectives, a C-SAT survey conducted after an appropriate lead time for the benefits of training to kick in would be the best choice. For example, for a Green Belt Training, a survey conducted after 3 to 6 months which is roughly the time required for initiating and completing a Green Belt Project may be the most authentic Measure of Satisfaction.


However, as a relatively quicker measure, the satisfied (Or otherwise) trainee is very likely to keep talking about this at work, at home, on social media etc. which would result in more people getting enrolled (Or otherwise) for the same or similar training programme. Therefore, NPS would rank along side C-SAT as the first choice, the only difference being that while C-SAT is done after a lead time, while NPS assessment can start soon after the training or in some cases, even after the first day of the training.


As a relatively contra-metric to NPS, Churn in terms of registered trainees opting out or interested trainees not registering can be the next best Measure of Customer Satisfaction.


The next preferred measure would be CAC as the trainee has potentially multiple options for training and it needs a well planned, judiciously funded as campaign to first touch, then convince the trainee to opt for the training programme. But this is relatively less likely to be relevant in a Classroom training scenario.


With objectives of trainees in opting to attend training programmes varying from genuine career development, genuine capability improvement, forced to attend by their Management, mandatory requirement for some other educational / career option, CES may not be uniformly relevant for all situations and hence it would be the last option.


The preferred list in the order of preference would be C-SAT, NPS, Churn, CAC, CES.

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