Customer Insights Begins With Me

Course Reference No: CRS-N-0046222

web creation software

Course Objectives
In the digital economy, where the new media is becoming increasingly fragmented and customers are being bombarded constantly by information, meeting their expectations has never been more complex. Now, customers are making decisions quicker, and many companies find themselves powerless in influencing such decisions. The prime reason is simple: the transparency of the web has changed the business game forever. Customers are empowered and dictate what they want, when and where they want it. Following Google’s philosopy, “focus on the customer and all else will follow” many organisations are becoming more customer-centric.

This programme will enable participants to embark on a journey of revisiting and co-designing customer-centric strategies in 1 day. 

At the end of the programme, you will be able to learn:
• Understand how to leverage the power of Data Analytics, and understand customers’ preferences    and buying patterns.
• Understand how to conduct user research and synthesize data from multiple sources in order to   discover unmet needs and develop ideas.
• Understand how to use cost-effective small scale experiments to fine-tune customer focus

    • Step 1 - Approach: Understand Customer Behaviour

       Leveraging the power of data analytics, you can get closer to your  customers and understand their        preferences and buying patterns.  First, you will identify and define a business problem that can be 
       solved by using external and internal customer data. Following that,  you will learn and practise        relevant data collection and analytical methods to solve those problems. Critical issues such as        “when to use what techniques”, and “which is the best tool” will be addressed. 

    • Step 2 - Create: Predict Customer Behaviour
       Using historical data is a double-edged sword. Although we can learn  from the past, it will also        hinders our creative thinking and progress. Arguably, historical data often fails in predicting        customers’ future needs. Most customer breakthroughs originate from a unique ‘insight’  – the        identification of an unmet need. To create a customer insight for tomorrow, we need to 
       understand problems from a human perspective, and to find meaningful purpose behind        innovation.  Guided by behavioural research, you will learn new ways to uncover insights        behind what customers need and desire and practise relevant techniques in searching for novelty        and usefulness of customer insights. 

     • Step 3 - Validate: Influence Customer Behaviour

        There are huge economical and social implications if your customer insights are wrong. For the         purpose of validation and evaluation, examples and methods will be introduced to design and         conduct Action Research in a simple way. You will see quick results of small-scale experiments and         fine-tune your customer insights, to reduce business risks and uncertainties. 

    • Group Discussion and Presentation



Who Should Attend
Professionals and managers who make strategic decisions on customer relationship management,
customer service and customer experience design.

Customer Insights Begins With Me
Dr Guo Lei


Dr Guo Lei is an active researcher and educator in behavioural research, data analytics, and service innovation, with international experience in delivering applied research and practice-based learning programmes with successful results. She has particular experience in tackling complex challenges through design thinking, business analytics and strategic communications. Dr Guo is also an accomplished author, having publications in both academic and professional domains.

She has worked with clients in sectors such as transport, public service, banking, retail, gaming, support services and infocomm. Previous clients include Land Transport Authority of Singapore, Singapore Public Transport Council, Singapore National Library Board, Info-communications Development Authority of Singapore, United Overseas Bank, Bank of China, China Agricultural Bank, Club 21, CapitaLand, Singapore Pools, UK BAE Systems, China Mobile, and Wuxi Municipal Government China.


03 May 2019
13 Sep 2019


1 Day
9.00am to 5.30pm


National University of Singapore
University Town

International Participants

S$ 802.50

  • Incl. GST

Singapore Citizens
(39 yrs old or younger) 
or Singapore PRs

S$ 240.75

  • Incl. GST

Singapore Citizens
(40 yrs or older)

S$ 90.75

  • Incl. GST

Enhanced Training Support for SMEs

S$ 90.75

  • Incl. GST

Fees & Fundings


Singapore Citizen1
39 years old or younger
Singapore Citizen1
40 years or older eligible for MCES2
Citizen1 eligible
for WTS3
Singapore PRs 

Enhanced Training
Support for SMEs4
Full Programme FeeS$750.00S$750.00S$750.00S$750.00S$750.00S$750.00
SkillsFuture Funding
Eligible for Claim Period
(19 Oct 2017 - 30 Sep 2020)
Nett Programme FeeS$750.00S$225.00S$225.00S$225.00S$225.00S$225.00
7% GST on Nett
Programme Fee
Total Nett Programme
Fee Payable, Incl. GST
Less Additional Funding if
Eligible Under Various Scheme
Total Nett Programme Fee, Incl. GST,
after additional funding from the various funding schemes

1 All self-sponsored Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to pay for the programme. Visit to select the programme.
2 Mid-Career Enhanced Subsidy (MCES) - Singaporeans aged 40 and above may enjoy subsidies up to 90% of the programme fee.
3 Workfare Training Support (WTS) - Singaporeans aged 35 and above (13 years and above for persons With disabilities) and earn not more than S$2,000 per month, may enjoy subsidies up to 95% of the programme fee.
4 Enhanced Training Support for SMEs (ETSS) - SME-sponsored employees (Singaporean Citizens and PRs) may enjoy subsidies up to 90% of the programme fee. For more information, visit
5 Eligible organisations (excluding government entities) may apply for the absentee payroll funding via SkillsConnect at for Singaporean/permanent resident participants attending the programme during working hours. The absentee payroll funding is computed at 80% of hourly basic salary capped at $4.50 per hour or $7.50 per hour for SME or 95% of hourly basic salary for WTS. For more information, visit

NTUC members enjoy 50% of the unfunded programme fee support for up to $250 each year for programmes supported under UTAP (Union Training Assistance Programme). Terms and Conditions apply. Please visit

Ver: 88240419

Registration will close 5 working days prior to programme commencement date

NUS School of Continuing and Lifelong Education

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