Building Customer Centricity
This course provides a detailed insight into the stages involved in building a customer-centric product starting from discovering the target customers, identifying needs through various research methods, visualizing needs through empathy maps and customer journey maps, developing the value proposition canvas, and implementing customer intelligence in product development. The course provides a firm foundation for professionals seeking to develop customer-centric products by incorporating customers feedback in product development.
Course Learning Objectives:
- Learn an overview of developing a customer-centric product and culture in an organization.
- Understand the aspects of identifying target customers and the process of building customer hypotheses, segments, and personas.
- Learn the fundamentals of customer needs, methods of identifying, and visualizing those needs.
- Understand the process of building a value proposition canvas.
- Understand the methods of incorporating customer intelligence in product development.
- Learn various approaches of designing a customer-centric product.
Syllabus
- Understanding Customer Centricity and its Importance in Product Development
- Discovering and Understanding Target Customers
- Identifying the Customer Needs and Defining the Value Proposition
- Implementing Customer Intelligence in Product Development
- Additional Resources
Learning Objectives:
- Learn an overview of developing a customer-centric product and culture in an organization.
Module Components:
Video Lectures:
- What is Customer Centricity and Why It Matters?
- How to Build a Customer-Centric Culture in an Organization?
- How Mercedes Benz Builds Customer-Centric Products
Readings:
- Stages of Implementing a Customer-Centric Product: An Overview
Quiz:
- Understanding Customer Centricity and its Importance in Product Development
Learning Objectives:
- Understand the aspects of identifying target customers and the process of building customer hypotheses, segments, and personas.
Module Components:
Video Lectures:
- Understanding Total Addressable Market, Servicable Market, and Share of Market
- Identifying the Market Segments and the Target Market
Readings:
- Understanding the Approaches to Estimate Target Market Size
- Building the Key Customer Hypotheses
- Creating Detailed Customer Segments
- Building User Personas
Quiz:
- Discovering and Understanding Target Customers
Learning Objectives:
- Learn the fundamentals of customer needs, methods of identifying, and visualizing those needs.
- Understand the process of building a value proposition canvas.
Module Components:
Video Lectures:
- What is a Customer Need?
- Ethnographic Research for Gaining an In-Depth Customer Insight
- Detailing Customer Needs – Empathy Mapping
- Clarifying Customer Purchase Path – Journey Mapping
- What is a Value Proposition?
- Developing the Value Proposition Canvas
Readings:
- Key Methods for Identifying the Customer Needs
- A Detailed Understanding of Empathy Mapping
- A Detailed Understanding of Value Proposition Canvas
Quiz:
- Identifying the Needs and Defining the Value Proposition
Learning Objectives:
- Learn the fundamentals of customer needs, methods of identifying, and visualizing those needs.
- Understand the process of building a value proposition canvas.
Module Components:
Video Lectures:
- Prioritizing Product Features Customers Value – Kano Model
- Testing Customer Usability of Products
Readings:
- Other Techniques used for Feature Prioritization
- Identifying a Market-Winning Product Concept – Key Methods
- A Detailed Understanding of Customer Usability Tests
- Developing Customer-Centric Product Designs
Quiz:
- Implementing Customer Intelligence in Product Development
Module Components:
Readings:
- Case Study Building a Customer-Centric B2B Organization
Support
Please email [email protected] for any support required with respect to the program, course or platform.