👩🏼‍🏫 7 modules ✅ Vetted exam questions 📝 7 templates and frameworks ⏰ 3+ hours of content 🎬 Bonus footage and fireside chats 🔖 Official certification 👨🏼‍💻 100% self-paced
Customer research, when done right, can enhance every essential aspect of customer marketing. Accurately marketing to your customers means knowing them from the inside and out, knowing their needs, pain points, and interests, and turning that into actionable steps to take your customer marketing to the next level.
Course overview.
As a customer marketer, you are the voice that represents your existing customer base both internally and externally throughout the customer journey. Â
Our Customer Research Certified course will take you through the fundamentals of conducting accurate and representative customer research, leaving no stone unturned.Â
You’ll be taken through a practical and actionable step-by-step framework that’ll define your customer’s story, create a true voice of the customer, and action real business change.
What you'll achieve.
With this certification, you’ll grasp how to:
âś… Get buy-in from key stakeholders,
âś… Build a compelling business case,
âś… Understand how user interviews work,
âś… Collect feedback via surveys, interviews, and transactional channels,
âś… Structure questions and interviews to get the most powerful insights,
âś… Analyze feedback to inform your upcoming strategies,
âś… Communicate with and engage stakeholders, and
âś… Measure the return on investment (ROI) of your research program.
“Customer research should be in the core of every marketer. If you need to sharpen your research skills and learn how to track the ROI of your research program, this is a course to take!”
Igor KranjÄŤec, Head of Marketing at Mediatoolkit
Meet your instructor.
Lauren Culbertson is the CEO and Co-founder of LoopVOC, and a B2B SaaS product marketer turned entrepreneur.Â
After 10 years leading product marketing teams, Lauren left the corporate world to start her own software company, solving challenges she faced using customer feedback to drive growth.
Her mission is to elevate customer research to create a strategic growth engine for a variety of industries and organizations by deeply connecting marketers with the people they serve.Â
Lauren believes that when marketers have the insights to understand what customers need and where their markets are going, they can proactively evolve their strategies to build, position, and grow the relationship with their customers.
What's included when I enroll?
🧠Expert insights from a customer research connoisseur.
⏰ 3+ hours of course curriculum content.
🛠7 tried, tested, and vetted templates that’ll streamline your practice.
🔥 Bonus footage & fireside chats to supplement your learning.
đź”– Official Customer Research certification to show off to your colleagues.
⏳ Lifetime access to all the course content.
What you can expect from Customer Research Certified
“This course covers all-things VoC programs and shares fresh ideas for connecting deeper with customers. The course provides a bunch of templates, guides, and resources to give a huge jump start to drive product growth.”
Iman Bayatra at Coachendo
Course curriculum
- 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
- 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
Don't worry, we do team rates, too.
If you're looking to get a team of three or more customer marketers certified, then speak to Tom about team rates on [email protected].
How to sell it to your boss.
Customer research is fundamental and foundational to the long-term success of any company and marketing team. However, without the right structure, valuable insights get lost in messy systems, complicated spreadsheets, and unfocussed meetings.
This course provides the most systematic approach to creating deep connections with your customers, implementing insights to drive growth and revenue, and enacting company-wide change.
If that’s not enough, we’ve drafted a convince-the-boss letter for you to use.
Customer Research isn't created in isolation. It pulls in multiple skills from multiple departments, which is why this course is created with customer marketers, product managers, customer success - and more, in mind.
Built in partnership with our sister-community, Product Marketing Alliance, it covers everything you and your cross-collaborative colleagues need to excel in every area of this essential business skill.
FAQs.
Q: Who’s this course for?
A: The course is for any marketer with a figurative finger in the customer research pie. Whether you’re a customer research novice, or an experienced customer marketer keen to boost your know-how, this certification includes everything you need, and more, to help you and your team gain an in-depth understanding of your customers.
Q: How does the course work?
A: The course is 100% OnDemand and fully self-paced. Once you enroll, you’ll work through the modules in whatever order suits your goals and be invited to take part in activities. At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Customer Research Certified!
Q: How long will the course take to complete?
A: The course curriculum will take approximately 3 hours to complete. Add to that, there’s bonus footage and fireside chats to supplement takeaways from the main syllabus.Â
Q: What happens if I don’t pass the exams?
A: If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and be given access to the course materials for life - so you can brush up on the bits you slipped up on forever!
Q: How long will I have access to the course content?
A: For life! One, one-off payment gives you unlimited to all the course’s content.
