Understand Customer Needs Through Research

Stop wasting your time creating features based on assumptions. Start out-performing competitors through meeting goals

What you'll learn

Recognise the effects of a good customer experience

Recognise the types of materials that are typically called personas

Recognise how your own organisation uses research-based customer profiles

Recognise the elements that make an effect research-based customer profiles

Recognise the need to persuade leadership to invest in research

Recognise how to create a research plan and to execute it

Recognise how to roll out the research-based customer profiles across the organisation

Recognise the gap assessment of processes required from those which exist today

Requirements

Understanding customer profiles and how they are used in product development, design and marketing

Description

Organisations struggle to make the best decisions as they have a host of deeply-held assumptions about their customers.This naturally leads to:Multiple moments throughout the customer journey where the organisation doesn’t meet the customer’s goalsDisagreement amongst stakeholders about what the customer actually wantsAwkwardness around prioritising what matters the most to the customerThis course will teach you how to go about creating that insight and how to put it into practice.Avoiding the persona trapDon’t make the mistake creating hypothetical personas. They don’t provide permission for change, as they’re simply made up. Without the depth of trusted insight, your stakeholders can and will ignore you.Conducting research properly can be a time consuming exercise, but a rewarding one. But this is only a quarter of the story. Simply executing your research and issuing profiles will most likely lead to business as usual.You need to concentrate on changing hearts and minds and know how to mitigate against the numerous risks. This course has been specifically created to address the effectiveness of developing and implementing profiles.Focused on what mattersThere’s no ‘what is a persona?’ or long-winded explanations - you don’t have time for that. It’s straight to the point with specific lectures and tools in just over 90 minutes, enabling you to:Understand the hard numbers behind great customer experiences to powerfully convince your leadership why create such a toolConduct an audit of what’s in use today and start to change mindsets by unpicking assumptions about your customersHave a comprehensive plan of activities and mitigate against common risksKnow the exact steps and methods to plan and conduct research yourselfKnow what elements in your profiles are most useful, with a plan for rolling-out across your organisation.If you’re at a mid level in your role and looking to make a real impact to breakthrough to the leadership level, this course is for you.

Overview

Section 1: The customer – in customer experience

Lecture 1 Welcome and module 1 introduction

Lecture 2 Why CX matters within an organisation

Lecture 3 Core outcomes from good customer experience design

Lecture 4 Prospects, customers, and teams

Lecture 5 Persuading leadership to invest

Section 2: Typical tools used in organisations

Lecture 6 Module 2 introduction

Lecture 7 Understanding what’s in use today

Lecture 8 Type of tools in use causing challenges

Lecture 9 Calling out assumptions to change mindsets

Section 3: Creating a customer research tool

Lecture 10 Module 3 introduction

Lecture 11 Research process, activities, and timelines

Lecture 12 Developing your screener

Lecture 13 Planning recruitment and incentives

Lecture 14 Writing a discussion guide

Lecture 15 Selecting your tool for data capture

Section 4: Activating insight throughout the organisation

Lecture 16 Module 4 introduction

Lecture 17 Documenting insight as an effective tool

Lecture 18 Rolling out across the organisation

Lecture 19 Conducting a gap assessment

Lecture 20 Monitoring and long term change

Products managers looking to generate double digit growth,Experience designers looking at creating user-centred services,Mid-level Marketers looking to deepen skill sets