Understand customer needs through research

Name: Understand customer needs through research
Rating: 4.5 (3 reviews)

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

Created byJonathan Lovatt-Young

Last updated 3/2023

English

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

Course content

4 sections • 20 lectures • 1h 38m total length

Welcome and module 1 introduction2:59
Understand the structure and flow of the course
Why CX matters within an organisation3:15
Understand what is CX within an organisation
Core outcomes from good customer experience design3:12
Understand the core outcomes from good customer experience design
Prospects, customers, and teams7:49
Customer extends beyond prospects for Marketing, sales, and customer service – you need alignment throughout
Persuading leadership to invest6:24
Persuading leadership to invest in customer insight
– evidence
– business case
– transformation
Module 1 – test for knowledge

Module 3 introduction0:50
In this third module we’ll get stuck into the detail of how to create your research
Research process, activities, and timelines9:56
Process activity and timelines
Developing your screener3:22
OK, that was kinda depressing to start with all the problems. But stopping them in their tracks and knowing what might pop up means you can do something about it and focus on the work. So lets get to the bit you’ve been waiting for - and start writing your screener.
Writing a discussion guide10:21
OK, so now you have your recruitment plan in place. It could well be that you’ve decided on a a mix and know how more your incentives are going to cost. Before we move on, have you checked that in with your lead stakeholder? Better to get the ok now before you continue.

Writing the discussion guide is personally my most enjoyable part of the whole process. It’s where you distill all those wouldn’t it be great questions into a logical and succinct flow. Lets get cracking on yours.
Planning recruitment and incentives5:01
Now you have the screener completed, it’s time to move on to planning your recruitment and if you need to offer incentives.
You might be tempted to create a super polished perfect screener. Don’t - or not quite yet. You might need to go back to it and make changes once you work through the process.

It’s better to keep these documents in a simple cloud based platform such as Google Docs or Trello, so you can easily iterate and share, enabling you to manage feedback without drowning in emails.
Selecting your tool for data capture5:13
Now you’ve got everything you need sorted, it’s time to select the tool you will use to capture the participant data. Some might start with this and be restrained by functionality, but as you’ve been doing, it’s better to develop your discussion in a way that delivers for you, rather than a tech first approach. It allows you to concentrate on what you’re focusing on
Module 3 - test for knowledge

Module 4 introduction1:44
Top work! You’ve made it to the fourth and final module.
Documenting insight as an effective tool7:28
Righty, let’s get stuck in with how to document your tool. It’s worth stating there’s no single template to fill in or exact format, but there is a list of mandatory items you need to include and not fall into a couple of traps.
Rolling out across the organisation5:11
How are your profiles looking? I hope you’re honed your layout skills and got some great quality photography in there. If you’re struggling, please drop me a note and I’ll help out with a few examples.

Now you’ve got your asset, it’s time to roll out across the organisation. It feels like there should be some type of fanfare to announce the arrival!
Conducting a gap assessment4:56
Monitoring and long term change4:12
Your main mission is achieved. It’s amazing. It can feel tempting to sit back now and get on with something else. But over time everything loses it’s charm, you need to invest a little to keep it in use and current
Module 4 - test for knowledge

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 goals
Disagreement amongst stakeholders about what the customer actually wants
Awkwardness around prioritising what matters the most to the customer
This course will teach you how to go about creating that insight and how to put it into practice.

Avoiding the persona trap

Don’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 matters

There’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 tool
Conduct an audit of what’s in use today and start to change mindsets by unpicking assumptions about your customers
Have a comprehensive plan of activities and mitigate against common risks
Know the exact steps and methods to plan and conduct research yourself
Know 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.

Who this course is for:

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

Understand customer needs through research

What you'll learn

Explore related topics

Course content

The customer – in customer experience5 lectures • 24min

Typical tools used in organisations4 lectures • 16min

Creating a customer research tool6 lectures • 35min

Activating insight throughout the organisation5 lectures • 24min

Requirements

Description

Who this course is for: