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所在平台: Udemy |
课程主页: https://www.udemy.com/course/understand-customer-needs-through-research/
课程评论：没有评论
课程名称：通过研究了解客户需求 课程概述：许多组织在决策时面临困境，因为他们对客户有许多根深蒂固的假设。这自然导致了客户旅程中的多个时刻，组织未能满足客户的目标，利益相关者之间对客户实际需求的分歧，以及在优先考虑客户重要性方面的尴尬局面。本课程将教授如何创建这样的洞察力以及如何将其应用于实践。 避免陷入人物角色的陷阱：切勿创建假设的人物角色，因为它们并不真正推动变革。在没有可信洞察的深度支持下，您的利益相关者可能会忽视您的意见。虽然正确进行研究可能费时，但这是值得的，然而，这只是整个故事的四分之一。简单地执行研究并发布资料很可能导致业务照旧。您需要专注于改变人心和思维，并了解如何规避众多风险。本课程特别针对开发和实施资料的有效性进行了设计。 关注重要事项：课程不包含“什么是人物角色？”或冗长的解释，您没有时间浪费。课程直奔主题，通过超过90分钟的具体讲座和工具，使您能够：理解优秀客户体验背后的硬数据，从而有力地说服领导层为何要创建这样的工具；对当前使用的内容进行审计，开始通过揭示对客户的假设来改变思维方式；制定全面的活动计划，并规避常见风险；确切了解自己计划和开展研究的步骤和方法；知道角色资料中哪些要素最有用，并制定在组织内推广的计划。 如果您处于中层职务，并希望在突破到领导层方面产生真正影响，该课程非常适合您。
Organisations 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 organisation doesn't meet the customer's goalsDisagreement amongst stakeholders about what the customer actually wantsAwkwardness around prioritising what matters the most to the customerThis course will teach you how to go about creating that insight and how to put it into practice.Avoiding the persona trapDon't make the mistake 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 mattersThere'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 toolConduct an audit of what's in use today and start to change mindsets by unpicking assumptions about your customersHave a comprehensive plan of activities and mitigate against common risksKnow the exact steps and methods to plan and conduct research yourselfKnow what elements in your profiles are most useful, with a plan for rolling-out across your organisation.If you're at a mid level in your role and looking to make a real impact to breakthrough to the leadership level, this course is for you.
