How to Understand Your Customers

Learn How Customer Insight Will Make Your Business More Profitable
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Instructed by Chuck Wall Business / Operations
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  • Lectures 11
  • Length 1 hour
  • Skill Level Beginner Level
  • 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 the first of a twelve-part corporate training series based on Chuck Wall’s book, Customer CEO: How to Profit from the Power of Your Customers. Using over 100,000 customer interviews as source material, this course lays out the nine powers that customers possess and what you must do to profit in this new marketplace.

Jack Welch, the legendary CEO of General Electric put it this way. “…there are only two sources of competitive advantage, the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition.”

That’s what this course will help you do: gain decisive competitive advantage by knowing both your existing and future customers better.

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

So welcome aboard; your new boss is looking forward to meeting you!

What are the requirements?

  • There are no special requirements for any additional software or other materials for this course.

What am I going to get from this course?

  • The objective of this course is to help participants confront the new market reality that customers choose which companies to deal with completely on their own terms.
  • Participants will be introduced to Chuck Wall’s Customer CEO Nine Power Framework and work through The Customer Engagement Pyramid to see how it applies to their company.
  • Upon course completion, participants will have the knowledge and tools needed to begin to see their current and future customers in an entirely new light.

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.

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: Introduction
10 pages

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


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


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.


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.

Section 2: Hands On Training

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.

Section 3: A Deeper Dive

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


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


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.

Section 4: The Powers Every Customer Possesses Over You

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.


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.

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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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