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 course, participants will 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’ futureneeds. 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.
Mode of Training
On-campus or Online (Live)
Dr. Guo Lei
Guo Lei is an active educator and researcher in data science, behavioural study and design thinking, with extensive experience in delivering practice-based learning programmes and applied research projects with successful results.
Starting her career in Singapore as a marketing practitioner, Dr Guo worked across manufacturing, entertainment and education industries. She was the Chief Representative in China for a Singapore listed company. She was also responsible for setting up Shanghai Office and promoting executive education programmes for NUS Business School in Greater China market.
With the aspiration of bridging the gap between research and practice, Dr Guo pursued her PhD in the UK, where she worked on large-scale research projects with Cambridge University Service Alliance, BAE Systems and China Mobile.
Dr Guo returned to Singapore and joined NUS as a faculty member in 2011. She has particular experience in tackling complex challenges through applied research and education. She was the Principal Investigator for a series of research projects to inform better public transport policy decisions. She consults local and overseas corporate clients on data analytics, user experience design and service innovation. Dr Guo teaches executive programmes of Data Analytics and Design Thinking at NUS. She has a passion for engaging and inspiring working professionals at all levels by applying the theory to real world business applications.
Dr Guo holds a PhD in Marketing from University of Exeter, an MBA from University of Adelaide and a BA in Literature from Beijing Normal University.