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About this learning plan

If we don’t know our customers, we can’t serve and delight them. The practice of defining customer needs is indispensable to building successful marketing strategies and improving the customer experience. This learning plan lays out the essential steps to conduct research, analysis, and testing before setting goals for future development.

Course 1: Introduction to Defining Customer Needs

Course 2: Knowing Your Customers and Defining their Needs

In this course, you will learn what we mean by customer needs, and how to analyse them using a range of frameworks.

By the end of this course, you will be able to:

• Explain what customer needs are and why they are important.
• Identify customer needs.
• Understand the different types of customer needs.
• Explain what customer needs analysis is and why it is important.
• Describe several useful frameworks for identifying and analysing customer needs.
• Implement these frameworks.

Course 3: How to Put Customers at the Heart of Your Thinking – Optimising the Research Mix

In this course, you will consider CX and UX and explore the different types of research methodologies used to better understand your customers.

By the end of this course, you will be able to:

• Explain what CX and UX are, and the differences between them.
• Identify and understand different types of research methodologies, including the benefits and challenges of each.
• Decide amongst research methodologies.

Course 4: How to Conduct Usability Testing – Putting the Customer at the Centre of Design Decisions

In this course you will learn about usability testing, what it is, why it’s important and how to implement it.

By the end of this course you will be able to:

• Explain what usability testing is.
• Describe the process and purpose of usability testing.
• Implement usability testing.

Course 5: Using CX Analytics, Goal Setting and Applying the HEART Framework

In this course you will be exploring the world of web analytics; understanding what it is and why it’s important for customer research, and identifying different approaches and frameworks that can be used to better understand your customers’ behaviour.

By the end of this course you will be able to:

• Explain what web analytics is and why it is important.
• Describe the different types of web analytics that are available and the relevance of each.
• Identify the most suitable web analytics method for your desired outcome.
• Explain what the HEART framework is and why it is useful.
• Apply the HEART framework to set goals in Google Analytics.