Translating Customer Insights into Strategic Business Objectives

Understanding Your Customer – Sales & Marketing Focused

This module is designed to provide participants with the tools and knowledge to effectively understand and act upon the Voice of the Customer (VoC). Participants will learn how to translate customer feedback into actionable business objectives, develop comprehensive customer profiles, and assess the value of business offerings from the customer’s perspective.
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Course Overview

The course focuses on practical techniques for aligning business strategies with customer needs to enhance satisfaction and drive business success.

Course Objectives

  • Understand the importance of the Voice of the Customer (VoC) in business strategy.
  • Learn how to create and utilize customer profiles for targeted marketing and sales efforts.
  • Translate customer insights into actionable business objectives.
  • Apply the Kano Model to categorize customer needs and prioritize them effectively.
  • Identify Critical to Quality (CTQ) elements that align with customer expectations and business goals.

Course Content

Introduction to the Voice of the Customer (VoC)

  • Understanding VoC and its role in shaping business strategies.
  • Techniques for gathering and analyzing customer feedback.
  • Developing detailed customer profiles to enhance sales and marketing efforts.
  • Practical exercises in identifying customer segments and tailoring offerings.
  • Techniques for converting customer feedback into strategic business actions.
  • Aligning business objectives with customer needs for better outcomes.
  • Introduction to the Kano Model for categorizing and prioritizing customer needs.
  • Practical applications of the Kano Model in product and service development.
  • Understanding CTQ and its significance in meeting customer expectations.
  • Strategies for aligning CTQ elements with business goals to ensure customer satisfaction.

Who Should Attend

This course is ideal for sales professionals, marketing teams, business analysts, and anyone involved in customer relationship management and business strategy development.

Course Delivery

This course is delivered in a 1 hour 30-minute session, available upon request. Participants will engage in interactive discussions, practical exercises, and case studies to develop a deep understanding of customer-focused strategies.
Note: Please advise if you are looking to take the course online, as we have online-only course options as well.
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