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Customer Research Certified | Masters
Welcome
Pre-course survey
Your course pack
What to expect in this course (2:15)
How to get the most out of this course
Resource library
An intro to customer research [65 mins]
Defining the Voice of Customer (3:31)
Why product marketing should own VoC (2:41)
Getting cross-functional buy-in (3:54)
Measuring business impact (1:19)
Building Trust (1:46)
Creating customer feedback champions
Bonus | How to deliver value based on feedback
Exam | Intro to VoC
Collecting and aggregating customer feedback [60 mins]
Qualitative vs quantitative feedback (1:51)
Transactional vs in-depth feedback (3:45)
Using NPS data to make decisions
Bonus | Win-loss interview bundle
Determining if you have enough customer feedback (1:53)
Collecting additional feedback via surveys & interviews (5:03)
Asking the right questions (4:09)
Conducting your surveys and interviews (1:34)
Aggregating customer feedback (1:12)
Bonus | Be the voice of your customer
Bonus | The science behind gathering feedback from developers
Exam | Collecting & aggregating feedback
Classifying and analyzing feedback for top issues [70 mins]
Identifying trends and themes (2:37)
Analyzing feedback for top issues and opportunities (3:54)
Identifying the root cause (4:20)
Bonus | Leveraging feedback loops to build better products
Exam | Classifying & analyzing feedback
Communicating and acting on feedback [30 mins]
Closing the loop (5:51)
Measuring impact and evolving strategies (2:48)
Expert insight | Jam Khan, 6sense
Exam | Communicating & acting on feedback
Measuring the ROI of your VoC program [10 mins]
Adopting the ROI calculator (3:08)
Calculating the % of feedback that’s positive (1:10)
Calculating how positive feedback impacts retention (2:22)
Pulling the ROI lever (1:06)
Exam | Measuring ROI
Measuring investment for manual VoC processes [15 mins]
Calculating your ROI (1:45)
Gathering data and key input variables (1:33)
Measuring costs of manually aggregating feedback (1:36)
Measuring costs of classifying and analyzing feedback (2:46)
Measuring costs of communicating and acting on feedback (1:57)
Summarizing total costs and measure ROI (1:32)
Exam | Measuring manual ROI
Measuring investment for software-driven VoC processes [5 mins]
VoC automation (2:01)
Calculate software costs (1:27)
Measure ROI (1:46)
Closing (0:37)
Wrap-up
Course satisfaction survey
Resource library
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Why product marketing should own VoC
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