Understand customer needs through research

Organizations 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 organization doesn’t meet the customer’s goals
• Disagreement amongst stakeholders about what the customer actually wants
• Awkwardness around prioritizing 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 of 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 organization.

Who this course is for:

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