How to Profit from Your Customers

Learn to Transform Your Business in the Age of Social Commerce
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Instructed by Chuck Wall Business / Operations
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  • Lectures 148
  • Length 8 hours
  • 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 12/2013 English

Course Description

Most companies still operate as if they control their customers. But, in today’s market, it’s really the other way around. In fact, there’s a new boss in town, named Customer CEO. This course is based on Chuck Wall’s book, Customer CEO: How to Profit from the Power of Your Customers.

This course will help you confront a new market reality: that customers choose which companies to do business with entirely on their own terms. Contrary to popular opinion, Chuck shows that the customer is not always right. But, they still hold the cards in today’s fragmented, highly competitive, social commerce marketplace. This reality effectively inverts the power, control, and direction of decision-making. To survive and prosper in this new landscape, leaders, managers, and employees must quickly adapt or face extinction.

This course offers much more than theory. Chuck’s primary research has revealed that every customer possesses nine powers today. There are over twenty case studies of companies that enjoy competitive advantage by understanding this new reality. Every student will also explore new ways to gain deep customer insight. Chuck presents a framework and extensive toolbox to dig deeper and find out how to solve the problems customers are really having. There are also twenty white board breakout sessions that will help every participant understand these concepts and tools better. Please note that this course is a bundle of the eleven customer courses offered by Wall Business.

Every student who successfully completes this course will receive a Certificate of Completion.

We look forward to sharing much more with you!

What are the requirements?

  • There are no special requirements for any additional software or other materials for this course. Your registration for this course entitles you to download a copy of the e-book version of Customer CEO: How to Profit from the Power of Your Customers.

What am I going to get from this course?

  • The objective of this course is to help participants better understand why companies need to align themselves with the values of their customers.
  • Participants will be introduced to Chuck Wall’s Customer CEO framework and tools. Much of the information presented is based upon Chuck’s primary research, conducted with over 100,000 consumers. Students will review over twenty case studies of major brands across a wide range of industries including Apple, Southwest Airlines, TOMS, IKEA, Dyson, JetBlue and many others that are profiting from putting their customers first. Students will engage in twenty “white board” break out sessions to improve their knowledge and skills.
  • Upon course completion, participants will view customers in an entirely new light and begin to think differently about the implications of this for their own careers and the companies where they work.

What is the target audience?

  • If you work with customers and are interested in the topics of marketing, market research, sales, customer service, and strategy, this course is for you. It will help you have a deeper understanding of today’s changing and more demanding customer.
  • Upon course completion, participants will view customers in an entirely new light and begin to think differently about the implications of this for their own careers and the companies where they work.

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.

Curriculum

Section 1: Meet Customer CEO
05:10

If you want to really understand customers, there are three foundational principles. Chuck Wall explains what your mom taught you apply to business, too.

02:31

There are powerful winds of change blowing in business today. Chuck demonstrates how there’s never been a bigger gap between companies and their customers.

02:54

If the daily grind of business is leaving you trapped in the maze of what is, maybe it’s time to being on the road to what if.

01:21

What do you think your customers would say about you? Chuck walks you through a revealing exercise to see where your company is in terms of engaging your customers.

1 page

This is the worksheet for the customer engagement pyramid.

07:31

What exactly is customer insight and why is it important? Chuck clearly defines and demonstrates why is mission critical for your business and career.

03:05

There are four intersecting forces at work in modern business but only one where you can make the greatest impact.

04:48

Chuck lays out his time-tested five-step process to move from random data to impactful proposition. Learn how to make customer intelligence fresh and relevant across the enterprise.

02:52

Chuck’s research has revealed nine powers that every customer possesses today. How a company measures up in each of these areas can tell you a lot about success…and failure.

04:08

It shouldn’t take being fired by a long time customer to demonstrate the importance of knowing and serving them better. But, sometimes, that’s what it requires to get your attention and change direction.

10 pages

This ten-page workbook provides you with key highlights from the material presented during this course.

Section 2: The Power of Me
03:29

Chuck Wall provides an overview to understand how the Power of Me is pervasive in today’s marketplace.

02:42

Seinfeld’s George Constanza is the perfect illustration of today’s self-interested and demanding customer. Chuck will lead you through a two-part exercise that will help you see things from your customers’ point of view.

4 pages

Download this important tool for your review and use.

04:58

Learn how this global Swedish furniture retailer has revolutionized their industry by putting the customer first.

4 pages

Download this document to accompany the audio case study.

04:36

Discover how one visionary leader built the most enduring brand in his industry by embracing his customers and having fun in the process.

4 pages

Download this document to accompany the audio case study.

02:55

Customers want to believe in the companies they do business with. Chuck lays out a five-step roadmap to build trust with customers.

1 page

Download the Five-C’s of trust map.

02:04

It’s hard to imagine a highly paid professional athlete going the extra mile to embrace the Power of Me. See how NBA star Jason Terry provides a lesson every business person should emulate.

02:30

Join Chuck at the white board to score how you do with the Power of Me.

3 pages

This is the downloadable workbook to work through your Power of Me breakout session.

Section 3: The Power of Value
04:54

Chuck Wall provides an overview to understand how the Power of Value is key to your success.

00:56

There can be a lot of moving pieces to balancing price and value. Chuck presents a revealing segment on what he calls the Value Universe.

Key Value Slides
3 pages
05:18

Why has this Korean auto manufacturer continued to grow in the U.S., even during tough times? Learn about the unusual path they took to understanding what their customers valued the most.

4 pages

Download this document to accompany the audio case study.

04:06

Costco has revolutionized retail with their bare-bones operation and a maximum markup of just 14%. Learn how they have prospered by delivering the Power of Value.

4 pages

Download this document to accompany the audio case study.

04:17

Chuck presents a compelling approach to delivering on value by taking a closer look at Yellow Tail Wine’s amazing incursion into the United States market.

Breakout Session: Power of Value
01:52
Power of Value Breakout Tool
1 page
02:20

Chuck lays out the key principles to becoming a Power of Value enterprise.

01:02

Join Chuck at the white board to score how you do with the Power of Value.

3 pages

This is the downloadable workbook to work through your Power of Value breakout session.

Section 4: The Power of Performance
04:07

Chuck Wall provides an overview of the Power of Performance by looking at a brief history of products that failed. Failure is expensive and alienates both existing and potential customers.

04:02

Why does this failure continually happen? Customers are often happier with their current products much more than companies really understand.

02:16

Chuck explains the three levels of customer needs. This exercise will help you discover how your customers really think about your products and services.

1 page

Download this tool for your review and use.

3 pages

Download key slides from this course for your review and use.

04:06

Apple is much more than a beloved brand and an innovator; they also produce the highest sales per square foot of any retailer in the world. This case study explains why they consistently deliver on the Power of Performance.

4 pages

Download this document to accompany the audio case study.

04:00

It took British inventor James Dyson 5,271 attempts to perfect his cyclonic action vacuum cleaner that has revolutionized his industry. Hear how Dyson became a Power of performance company.

4 pages

Download this document to accompany the audio case study.

02:51

Chuck explains how customers need to hire products to do the jobs they are trying to get done.

02:23

Chuck asks eighteen important questions you should consider about the Power of Performance.

3 pages

Download for your use.

01:20

Join Chuck at the white board to score how you do with the Power of Performance.

3 pages

This is the downloadable workbook to work through your Power of Performance breakout session.

Section 5: The Power of the Heart
04:07

Chuck Wall provides an overview of the Power of the Heart by explaining why hard-core left-brained business people must also open their right brains to connect emotionally with their customers.

02:57

Chuck leads you through a comprehensive exercise to help you empathize with your customers.

1 page

Download this important tool for your review and use.

03:26

Chuck explains why the smartest brands use transformational stories to connect with their customers…and prospects. It’s a decisive competitive advantage.

1 page

Download this important tool for your review and use.

03:31

Even the world’s largest consumer product company uses the Power of the Heart.

02:33

Watch how this UK retailer loves its customers.

01:22

UPS understands that customer happiness is at the heart of building their brand.

01:55

Lululemon makes deep emotional connection with customers based on the idea that a woman who feels better about how she looks will become a raving enthusiast.

4 pages

Download this document to accompany the audio case study.

04:23

This Danish bank introduced a revolution in the conservative banking industry. Jyske realized that it had an opportunity to reinvent itself by emotionally connecting to their customers.

4 pages

Download this document to accompany the audio case study.

01:19

Chuck explains how customers want to love and be loved by the brands they choose.

01:06

Join Chuck at the white board to score the Power of the Heart.

3 pages

This is the downloadable workbook to work through your Power of the Heart breakout session.

Section 6: The Power of Simple
05:59

Chuck Wall provides an overview of the Power of Simple by explaining why every business must seriously consider un-complicating their products, services, and experiences.

01:42

Chuck leads you through a comprehensive exercise to help you simplify your products, services, and experiences.

1 page

Download this important tool for your review and use.

06:02

Imagine a business that employed the Power of Simple for over 65 years to capture generations of fanatical customers. That’s the story of In-N-Out Burger.

4 pages

Download this document to accompany the audio case study.

03:26

This is the story of an entrepreneur with a great idea to simplify her own life that resulted in doing the same for thousands of others. She even took her story to the Shark Tank, where she shocked the panel of investors.

4 pages

Download this document to accompany the audio case study.

04:09

Chuck explains how any company can simplify across every aspect of their enterprise by using the Power of Simple.

06:12

Chuck explains how any company can simplify across every aspect of their enterprise by using the Power of Simple.

01:24

Simple isn't complicated; it just takes the will to change.

01:04

Join Chuck at the white board to score how you do with the Power of Simple.

3 pages

This is the downloadable workbook to work through your Power of Simple breakout session.

Section 7: The Power of Yes
05:35

Chuck Wall explains the Power of Yes by showing why great customer service is really about going above the call of duty.

01:43

Chuck leads you through a comprehensive exercise to help you understand what customers expect from the companies they choose to do business with.

1 page

Download this important tool for your review and use.

02:05

Chuck shows how the Power of Yes can use an undercover approach to learn what is working and failing on the frontline.

01:20

Chuck talks about the importance of empowering the frontline using Apple as an example.

05:57

Chuck lays out a series of Power of Yes tools and practices to help you serve customers better.

4 pages

Download the document with these Power of Yes key slides.

02:46

Imagine building a $3 billion business by giving stuff away for free to complete strangers. That’s the story of Discount Tire.

3 pages

Download this document to accompany the audio case study.

02:46

Holt Cat, America’s largest Caterpillar dealer, goes the extra mile to serve their customers by continuously saying yes.

4 pages

Download this document to accompany the audio case study.

01:13

Saying yes may not come naturally but its what every customer is yearning for. It's time to throw out the rule book and start helping your customers.

01:08

Join Chuck at the white board to score how you do with the Power of Yes.

3 pages

This is the downloadable workbook to work through your Power of Yes breakout session.

Section 8: The Power of the Platform
06:16

Chuck Wall lays out the ways social media is radically changing the customer landscape for every company. It’s easier for every customer to stand on their digital soapbox.

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Instructor Biography

Chuck Wall, Author, Speaker and Entrepreneur

Chuck Wall is Founder and CEO of MarketPower Group, a business growth consultancy based in Austin, Texas. He advises leading brands that their most important business opportunity is hidden in plain sight: knowing their customers better. The evidence is clear: brands that truly understand their customers increase revenue, grow market share, save money, strengthen relationships and drive profit.

Chuck is an expert in understanding the unmet needs of customers having interviewed over 100,000 of them across many industries. He’s an advisor to major global brands. He is also the author of two books, Customer CEO and Stop, Look and Listen (Bibliomotion 2013).

Chuck is also a longtime entrepreneur, having launched and run seven companies across multiple industries including manufacturing, radio, advertising, technology, and consulting. He actively blogs and contributes to leading publications like Forbes and Fast Company. He regularly speaks and leads seminars for business groups, trade associations, and corporations.

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