Customer | How to Understand Customer Needs

Be guided on understanding the modern customer and how their needs have changed over time
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Instructed by Learoy Tonight Business / Management
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  • Lectures 20
  • Length 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2015 English

Course Description

There is no question about the impact great customer service has on an organisation. How to understand customers’ needs will give you the tools to make a connection and build a relationship with your customer base. Today we may be providing a service, tomorrow we may be a receiving one; it is the beauty of this that makes good customer service a truly human endeavour.

We see it often – an organisation says they’re customer centric and have a customer strategy to prove it, so why do they provide such a poor customer experience? Looks like a chicken, clucks like a chicken… But it’s not a chicken?! This course will help you understand how your internal processes impact your external service. It gives you tools to determine the factors that create customer value and links your service to outcome. You will also be guided on understanding the modern customer and how their needs have changed over time. That customer experience strategy of yours may just need a little tweaking so that you can truly respond to your customers’ needs.

Each lecture has been carefully selected so that you can explore relevant and meaningful strategies to create a truly customer centric workplace. Build a culture that values the importance of each customer interaction and empowers employees to provide the best service possible. This course is full of tips and tricks to use inside and out of your workplace. It will motivate you to really understand and support the environment you’re trying to create.

Learoy Tonight is a fresh business with interesting and modern ideas about education. Many people take part in creating these courses – from subject matter experts, to researchers and designers – to ensure you are provided with the best learning experience and the most up to date information. We’re excited about education and want to give you the opportunity to be the best you can be.

Each course will take you approximately 30 to 45 minutes to complete and will cover all of the components required to understand customer needs. Our content will give you the opportunity to listen to experts and understand relevant models to use on your leadership journey when creating a truly human customer experience. Enjoy a collection of videos, interviews and engaging imagery used throughout our presentations.

This course is a small section of Customer – At Your Service. If you would like to really challenge yourself, join us for the entire journey.

What are you waiting for? Start tonight and be on your way to providing amazing customer service tomorrow.

What are the requirements?

  • A keen readiness to learn and put it into practice
  • Access to a computer, tablet or iPad
  • Headphones or speakers to listen to videos

What am I going to get from this course?

  • Recognise how internal service impacts external service
  • Define internal and external customers
  • Determine factors that create customer value
  • Link service to outcome
  • Identify needs of internal and external customers
  • Develop strategies to support the modern day customer - inclusive of the ‘millennial’ customer
  • Develop strategies to gain an emotional connection with your customer

Who is the target audience?

  • Anyone looking to improve the experience of their customers
  • Anyone with an interest in driving a strong customer focus within their organisation
  • Anyone looking to develop their organisation into an environment that customers want to interact with and develop loyalty to
  • Anyone with frontline customer service experience, leadership or management experience, whether in a junior to middle management level or those who wish to move into a middle/senior management role within a customer focussed organisation
  • Anyone from a small, medium or large organisation

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Welcome to How to Understand Customer Needs

What's it All About?

Section 2: Customer Satisfaction

Let’s take a look at how you can show your customers they matter to you, by exploring service from their perspective.


Let’s take a look at the relationship between employee and customer satisfaction and how this affects the customer experience.

Section 3: Internal and External Customers

Let’s take some time to focus on our internal customers. Remember they’re the ones representing us on the outside.


What are our needs as customers? We’ve given you a list that may help you figure out where you can focus.


Let’s consider the work of Dr Rick Nauert, on why employee satisfaction is key for customer satisfaction.

References and Further Reading - Nauert, R (PhD) 2011, ‘Employee Satisfaction for Customer Satisfaction’,, viewed 12 May 2015 (see external resources)

1 page

Let’s take a look at a quote from Mark Cuban.

Section 4: The Modern Day Customer
5 pages

Our expectations of service grows so quickly! Let’s take a look at how our modern day customers are choosing to connect with us.


Have a look at some ways you can cater to the needs of your customer today.

3 pages

Let’s take a look at some stats of the Modern Shopper.


So, what do customers want and how do we give it to them? It’s not an easy question to answer. But we can start by understanding that the expectations of our customers are all different.

To explore more, check out the YouTube video under external resources 'Little becky phones up demolition company!'

1 page

Take a look at these top 10 reasons why to exceed customer expectations.


What is a personalised customer experience? Let’s take a look.

References and Further Reading - James, G 2013, ‘10 Things Every Customer Wants’ 7 May 2013,, viewed 13 May 2015 (see external resources)

4 pages

Let’s take a look at an example of how Rogue Wallet exceeded their customers expectations, before testing your knowledge with the Q&A.

3 pages

Think about how you personalise for your customers, take a look at these responses on Twitter before taking a look at the Q&A.


In the digital era, ‘shopping’ has changed. Let’s consider the buying habits of contemporary customers, and in particular, Millennials.

Resources - Solomon, M 2014, Your Customer Is The Star: How To Make Millennials, Boomers And Everyone Else Love Your Business, Short Books, London


Let’s take a look at the link between decision-making and emotions.

Resources and Further Reading - Jones, B 2014, ‘Why are Emotional Connections The Key to Exceptional Customer Service?’, 23 September 2014,, viewed 14 May 2014 (see external resources)

Brooks, D 2012, The Social Animal, Short Books, London.

1 page

Take a look at the external resources for an example of how a Netflix employee went above and beyond for a customer.

Section 5: What's Your Game Plan?
3 pages

Using the information throughout this course, take a look at these scenarios and think about what you would do in each.

Section 6: Congratulations! You now know how to Understand Customer Needs

Where to from here?

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Instructor Biography

Learoy Tonight, Bite Size Learning

Learoy believes that an investment in education is an investment in your future business. Learoy has a driving passion for outcomes, business return and creating engaging learning experiences.

Learoy Tonight is essentially bite size learning, it's all about learning that little bit now and implementing those new skills and knowledge in the workplace tomorrow.

Learoy isn't your typical education company. It's a forward-thinking, digital business that's leading the way. We've done the research and we're driving results through education. You'll see.

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