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所在平台: Udemy |
课程主页: https://www.udemy.com/course/developing-actionable-competitor-reviews/
课程评论：没有评论
**课程名称：制定可操作的竞争对手评估** **课程概述：** 大多数组织都会定期审查其直接竞争对手，并将收集到的信息整理成演示文稿，但实际却鲜有行动。要从竞争对手评估中获得价值，需要分解完整的客户旅程，明确真正需要超越的目标，然后专注于对自身而言是独一无二的要素。 本课程将引导您通过评分方式分析竞争对手，找出成熟度较低的功能。您将学会运用成熟的方法，从客户和品牌角度进行分析。您可以摆脱不敢推出未经充分测试的服务，并向领导层展示这些机会如何带来增长。 **课程内容亮点：** * **创建您的客户旅程框架：** 学习如何创建针对品类的特定框架，以对成熟度进行评估，为整个组织建立通用语言，并掌控客户体验。 * **进行启发式评估：** 通过与同事协作识别竞争对手和可比对象，改变组织的思维方式。学习如何进行详细评分并记录当前体验。 * **运用独特视角：** 识别并筛选适合您组织且能够支持的独特机会。学习如何应用客户目标和品牌价值观，来识别对您组织而言必需且独特的功能。 * **说服领导层：** 学习如何用翔实的数据和证据说服同事和领导层，证明这些策略是推动增长的正确选择，并确立先发优势，始终保持领先地位。 **主题：** 竞争分析、客户旅程、产品策略、业务增长、领导沟通
Most organisations routinely review their direct competitors, capture what they're up to in a slide deck and don't actually do anything with it.To get value from conducting a competitor review, you need to break down the entire customer journey, know who you should really be trying to outperform and then focus on the things that are unique to you.Get practical by analysing your competitors to find features with low maturity through scoring. Know how to apply customer and brands lenses through a proven methodology. Stop being too scared to launch services that aren't tried and tested. Demonstrate to leadership why these opportunities will provide growth.Creating your Customer Journey FrameworkStop pretending you have a customer journey. You don't. No one does. Know how to create your category specific framework to enable you to conduct maturity assessments, create a common language for your whole organisation, and to take control of your customer experience.Conducting a heuristic reviewChange hearts and minds in your organisation by collaborating with colleagues to identify competitors and comparators. Know how to conduct detailed scoring and capture current experiences.Applying unique lensesThere will be many opportunities - but most won't be a fit for your organisation, nor can you support so many initiatives. Learn how to apply your customer goals and brand values to isolate features that are needed and unique to your organisation.Persuade leadershipPackage evidence to convince your peers and leadership why these are the correct strategies to drive growth and to develop the first-mover advantage, always keeping you ahead and leaving your competitors to play perpetual catch-up.
