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Voice of the Customer


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Full course description




8 Hours





What you'll learn:

Understanding the voice of the customer can often be a difficult task. In this course, you’ll learn how to listen to customers and dissect their problems in order to apply their feedback in a positive way, so your organization can innovate. You will also learn the kinds of things to listen for, which can make a huge difference in interpreting and understanding your customer’s needs. The variables that influence your customer’s choices will also be explored in this course.

Module and Content:

This course is online and self-paced and is comprised of short videos, interactive learning objects, and competency-based assessments, as well as readings and reflective activities. You will earn a certificate upon completion.

Learning Objectives:

  • How to listen to customers and what to listen for.
  • Discover what variables influence customers' willingness to change and make new choices.
  • Gain knowledge of qualitative research and survey methods for listening.

Who is this course designed for:

Senior and mid-level managers as well as individual contributors who are responsible for strategy, new service development, existing service improvement, marketing and sales. This course is especially good for people who want to enhance skills around product, process or service innovation and for those who will be involved in tailoring messages to customers.

What you'll receive:

This course is eligible for .8 Continuing Education Units (CEU). The CEU is a nationally recognized method of measuring participation in formal, noncredit continuing education programs. Please see instructions at the end of your course on how to claim CEU's.

Meet the instructor

Doug Olsen, MBA, PhD

Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University. Doug also serves as the Center for Services Leadership’s Faculty Director for the Strategic Service Institute as well as for the CSL’s Online Programs. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia.

Prior to joining ASU, he served both as a professor and as the Associate Dean of MBA Programs at the University of Alberta. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy as well as public consultation.