Customer How To Understand Customer Needs

Be guided on understanding the modern customer and how their needs have changed over time

Last updated 2022-01-10 | 4.5

- Recognise how internal service impacts external service
- Define internal and external customers
- Determine factors that create customer value

What you'll learn

Recognise how internal service impacts external service

Define internal and external customers

Determine factors that create customer value

Link service to outcome

Identify needs of internal and external customers

Develop strategies to support the modern day customer - inclusive of the ‘millennial’ customer

Develop strategies to gain an emotional connection with your customer

* Requirements

* A keen readiness to learn and put it into practice
* Access to a computer
* tablet or iPad
* Headphones or speakers to listen to videos

Description

There is no question about the impact great customer service has on an organisation. How to understand customers’ needs will give you the tools to make a connection and build a relationship with your customer base. Today we may be providing a service, tomorrow we may be a receiving one; it is the beauty of this that makes good customer service a truly human endeavour.

We see it often – an organisation says they’re customer centric and have a customer strategy to prove it, so why do they provide such a poor customer experience? Looks like a chicken, clucks like a chicken… But it’s not a chicken?!

This BITE SIZED course will help you understand how your internal processes impact your external service. It gives you tools to determine the factors that create customer value and links your service to outcome. You will also be guided on understanding the modern customer and how their needs have changed over time. That customer experience strategy of yours may just need a little tweaking so that you can truly respond to your customers’ needs.

Each lecture has been carefully selected so that you can explore relevant and meaningful strategies to create a truly customer centric workplace. Build a culture that values the importance of each customer interaction and empowers employees to provide the best service possible. This course is full of tips and tricks to use inside and out of your workplace. It will motivate you to really understand and support the environment you’re trying to create.

Many people take part in creating these courses – from subject matter experts, to researchers and designers – to ensure you are provided with the best learning experience and the most up to date information. We’re excited about education and want to give you the opportunity to be the best you can be.

This BITE SIZED course will take you approximately 30 to 45 minutes to complete and will cover all of the components required to understand customer needs. Our content will give you the opportunity to listen to experts and understand relevant models to use on your leadership journey when creating a truly human customer experience. Enjoy a collection of videos, interviews and engaging imagery used throughout our presentations.

This BITE SIZED course is also part of our Master Series - The Customer: Service At Its Best.

If you would like to really challenge yourself, join us for the entire journey.

So what are you waiting for? Start tonight and be on your way to providing amazing customer service tomorrow.

Who this course is for:

Anyone looking to improve the experience of their customers
Anyone with an interest in driving a strong customer focus within their organisation
Anyone looking to develop their organisation into an environment that customers want to interact with and develop loyalty to
Anyone with frontline customer service experience, leadership or management experience, whether in a junior to middle management level or those who wish to move into a middle/senior management role within a customer focussed organisation
Anyone from a small, medium or large organisation

Course content

6 sections • 20 lectures

Welcome to How to Understand Customer Needs 1 lectures

Welcome to How to Understand Customer Needs Preview 01:07

What's it All About?

Customer Satisfaction 2 lectures

The Service Profit Chain Preview 11:27

Let’s take a look at how you can show your customers they matter to you, by exploring service from their perspective.

The Relationship Between Employee and Customer Satisfaction Preview 02:54

Let’s take a look at the relationship between employee and customer satisfaction and how this affects the customer experience.

Internal and External Customers 4 lectures

A Focus on the Internal Customer Preview 03:21

Let’s take some time to focus on our internal customers. Remember they’re the ones representing us on the outside.

Identifying External Customer Needs Preview 07:34

What are our needs as customers? We’ve given you a list that may help you figure out where you can focus.

Why Employee Satisfaction is Key for Customer Satisfaction Preview 01:46

Let’s consider the work of Dr Rick Nauert, on why employee satisfaction is key for customer satisfaction.

References and Further Reading - Nauert, R (PhD) 2011, ‘Employee Satisfaction for Customer Satisfaction’, psychcentral.com, viewed 12 May 2015 (see external resources)

A Quote from Mark Cuban Preview 1 page

Let’s take a look at a quote from Mark Cuban.

The Modern Day Customer 11 lectures

Identifying the Modern Day Customer Preview 5 pages

Our expectations of service grows so quickly! Let’s take a look at how our modern day customers are choosing to connect with us.

Strategies for the Modern Day Customer Preview 03:18

Have a look at some ways you can cater to the needs of your customer today.

The Modern Shopper - Some Stats Preview 3 pages

Let’s take a look at some stats of the Modern Shopper.

Expectations of Our Customers Preview 06:16

So, what do customers want and how do we give it to them? It’s not an easy question to answer. But we can start by understanding that the expectations of our customers are all different.

To explore more, check out the YouTube video under external resources 'Little becky phones up demolition company!'

Why Exceed Customer Expectations Preview 1 page

Take a look at these top 10 reasons why to exceed customer expectations.

Personalised Customer Experience Preview 01:38

What is a personalised customer experience? Let’s take a look.

References and Further Reading - James, G 2013, ‘10 Things Every Customer Wants’ 7 May 2013, inc.com, viewed 13 May 2015 (see external resources)

Rogue Wallet Gets it Right Preview 4 pages

Let’s take a look at an example of how Rogue Wallet exceeded their customers expectations, before testing your knowledge with the Q&A.

Personalising for Your Customers Preview 3 pages

Think about how you personalise for your customers, take a look at these responses on Twitter before taking a look at the Q&A.

Buying Habits of Contemporary Customers Preview 05:18

In the digital era, ‘shopping’ has changed. Let’s consider the buying habits of contemporary customers, and in particular, Millennials.

Resources - Solomon, M 2014, Your Customer Is The Star: How To Make Millennials, Boomers And Everyone Else Love Your Business, Short Books, London

The Link Between Decision Making and Emotions Preview 02:27

Let’s take a look at the link between decision-making and emotions.

Resources and Further Reading - Jones, B 2014, ‘Why are Emotional Connections The Key to Exceptional Customer Service?’, 23 September 2014, disneyinstitute.com, viewed 14 May 2014 (see external resources)

Brooks, D 2012, The Social Animal, Short Books, London.