ONLINE MODULE

CUSTOMER UNDERSTANDING

Being truly customer centric means more than only validating the quality of your service with a satisfaction (CES) or referral (NPS) survey. It should not be dessert after the main course has been served. A truly customer centric organisation has woven customer understanding in their strategic, operational, marketing, sales and other business activities.

START DATE

1 October 2020

FORMAT

Five 3-hour interactive sessions

INVESTMENT

€ 1.599,-

CERTIFICATE

UMIO | Maastricht University

LEARNING OVJECTIVES

In this four week online module, you will learn why your customers are a good place to start your innovation process and how you can use insights into your customers to determine your potential for innovation. You will learn to design and execute customer research activities that help you to determine your customer needs, and generate opportunities for innovation.

In short, this module empowers you to:

DESIGN A HOLISTIC CUSTOMER RESEARCH PLAN
Before engaging into customer centricity it is important to determine what is the goal and scope of your customer research. We will cover how to align your customer research with strategic and operational needs but also how to move beyond the obvious in order the stimulate customer centricity with colleagues.

APPLY A BROAD RANGE OF ADVANCED CUSTOMER RESEARCH TECHNIQUESThere are various qualitative and quantitative customer research techniques that can be applied in various ways. We will provide you with an overview of various data acquisition and analysis techniques and how they best can be applied in what situation.

VISUALIZE AND COMMUNICATE CUSTOMER INSIGHTS EFFECTIVELYThe end goal of research is to gain insights that can be acted upon. Data and Insights visualisation and communication is therefore a crucial aspect for customer centricity.

OUR APPROACH

If your definition of online learning is a series of boring video lectures, you are mistaken. This learning journey will be a multi-dimensional, interactive and inspirational rollercoaster!

We work with academic and field experts. Each of our online modules is packed with a range of tools (e.g. Zoom.us, MIRO, Canvas) and a multitude of exercises and interaction moments to optimise the learning effect.

SESSION 1 | 3 HOURS | 1 OCT

RESEARCH DESIGN

  • Alignment with business strategy and operation.
  • Complementary of qual. and quant. research.
  • Advanced Customer Research Design

SESSION 2 | 3 HOURS | 8 OCT

QUALITATIVE RESEARCH

  • Overview of qualitative research methods.
  • Qualitative data acquisition and analytics.
  • Facilitation and collaboration

SESSION 3 | 3 HOURS | 15 OCT

QUANTITATIVE RESEARCH

  • Overview of quantitative research methods.
  • Quantitative data acquisition and analytics.
  • Big Data analytics

SESSION 1 | 3 HOURS | 23 OCT

VISUALISATION & COMMUNICATION OF RESEARCH INSIGHTS

  • Data visualisation
  • Data and Insights storytelling

SELF-PACED ONLINE LEARNING (4 hours per week)

In our online learning platform you get access to the course material. Here you will have access to several videos, specifically recorded for the module. These videos you will need to watch before the start of each session. In addition you will get access to reading material specifically selected for the module and you will get assignments to perform before the start of the online sessions.

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TARGET GROUP

Do you want to move forward, challenge the status quo, and constantly improve yourself and your business? Do you feel the urge to innovate but are you struggling to find out how? Are you being held back by your organisation’s processes or culture?

If you want to be up to date with the newest methods and tools to innovate and really make an impact, this track might just be something for you!

GET IN TOUCH

Would you like to find out if this online course fits your personal learning needs? Or do you have specific questions about the upcoming edition?

Don’t hesitate to reach out. I’m happy to offer you further information and advise!

DARIA DOETS

Programme Coordinator

T  +31 6 483 83 285
E  d.doets@maastrichtuniversity.nl

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