Customer Insight Program Fall Cohort 2022
LearningHUB
by Valize
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Meet Valize About Us
We work with clients to bring structure, order and strategic insight to decisions . Valize offers a capability building approach that uniquely advances and accelerates your organisation’s ability to operationalize innovation and transformation mastery as a proficiency,
Our Founder & Program Instructor
Rita McGrath
Rita McGrath is a best-selling author, a soughtafter advisor and speaker, and a longtime professor at Columbia Business School. Rita is one of the world’s top experts on strategy and innovation and is consistently ranked among the top 10 management thinkers in the world, including the #1 award for strategy by Thinkers50. McGrath’s recent book on strategic inflection points is Seeing Around Corners: How to Spot Inflection Points in Business Before They Happen (Houghton Mifflin Harcourt, 2019).
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Learning Modules
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LearningHUB Great organizations don’t go into decline because they don’t have smart people or great capabilities They decline because somewhere along the line they couldn’t get innovations past the gravity of the core business. And a big reason for that is that people haven’t been trained nor have a chance to practice innovation
Our LearningHUB offers short, digestible courses that will give everyone in your organization the chance to learn the language and practices of innovation in a smart, easy to consume format.
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LearningHUB
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Customer Insight Program The ‘Creating Customer Insight’ Program taught by Rita McGrath is comprised of 6 Mini-Courses, each of which tackle a different aspect of creating insight about customers in highly uncertain contexts. Each segment is meant to be consumed at your own pace. The design of the course is meant to be used at work, not require you to allocate massive amounts of time for training.
Teach your team how to deal with the levels of uncertainty and complexity we are facing today!
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CUSTOMER INSIGHT PROGRAM
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LearningHUB: 6 Courses 1
Course Introduction & DDP
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Product Data & Digital Strategy
2
Initial Customer Interviews
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Revised Prototypes
3
First Prototype & Deliverables Specification
6
Customer Segmentation Testing
Each course consists of: Video & Text Lessons Downloadable Resources Workshop Week Weekly Community Area Interaction Assessments after each Module Personalized Certificate of Completion at the end of the Full Program
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CUSTOMER INSIGHT PROGRAM
What you'll get 25+ Resources & Workshop Week Each Course includes additional resources to support your learning growth such as tools, guides, spreadsheets, manuals, downloads and other useful resources that you can put to work immediately.
Community Area & Live Sessions Our Program is fully online and still highly interactive. We offer Live Sessions with your Instructor and a Community Area where you can interact with both your peers and instructor to exchange ideas and keep the communication going. Please refer to the agenda of the specific Live Sessions for the Program
Personalized Certification After completing the Full Program you will receive an official Personalised Valize Certificate of Completion signed by your instructor and our founder Rita McGrath. *To receive the Certificate you will have to complete each course and module assessment (typically selfreflections and/or brief question assessments)
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CUSTOMER INSIGHT PROGRAM
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Fall Cohort 2022 Timeline SEPTEMBER 12th Cohort Starts | Course Introduction + Live Session
WEEK OF SEPT. 16th The Fundamentals
WEEK OF SEPT. 26th Initial Customer Interview + Live Session WEEK OF OCT. 3rd First Prototype & Deliverables Specification + Self-Workshop WEEK OF OCT. 10th Live Session Workshop on Prototype & Reverse Income WEEK OF OCT. 17th Product Data & Digital Strategy WEEK OF OCT. 24th Revised Prototypes WEEK OF OCT. 31st Customer Segmentation Testing & Course Conclusion
NOVEMBER 9th Live Graduation Session 7 VALIZE | LEARNINGHUB | WWW.VALIZE.COM
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CUSTOMER INSIGHT PROGRAM
Fall Cohort 2022 Pricing Date(s): September 9th - November 6th 2022 Duration: 2 Months Program Format: Online + Live-Online Sessions
Discount
Nº Participants
/
One
Price (per Participant) $695
Company Solution Discount
Nº Participants
Price (per Participant)
10%
50
$625.5
15%
51-100
$590.75
20%
100+
$556
Work with us to teach you and your team how to deal with the levels of uncertainty and complexity we are facing today!
GET IN TOUCH
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CUSTOMER INSIGHT PROGRAM
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Full Module Description 1
Course Introduction & DDP This mini-course gets right to the fundamentals of how to deal with the levels of uncertainty and complexity that we are all facing today. In it, you'll learn how discovery driven planning is different than what you might be used to when it comes to planning, how to drive your plans through key checkpoints, how to use a "BareBones" net present value calculator to put some numbers behind your assumptions, creating a "reverse" income statement, and how to review what you are learning in a psychologically safe way. You'll also have the opportunity to drop in on an interview I did with Gary Kearns of Mastercard, who credits the approach with driving double-digit growth in its Information Products division. When you have completed this module, you will be able to: Establish success criteria for an uncertain opportunity Define and quantify your assumed business model Create a 'reverse' income statement Conduct competitive and market benchmarking analyses Document your assumptions in order to test them Plan and budget around key checkpoints
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Initial Customer Interviews While talking to customers might seem like a pretty simple task, there are a lot of ways to get it wrong. In this course, I'll be introducing the concept of customer "jobs to be done" to help reframe the way you might be looking at your products and services. We'll look at smart (and not so smart) ways of doing interviews. We'll look at experimentation as core to rapid learning by formulating testable hypotheses and running multiple experiments. And finally, we'll talk about surveys, why so many of them yield zero insight and how to do better. When you have completed this module, you will be able to: Explain the concept of jobs to be done Use jobs to be done thinking to structure exploratory interactions with potential customers Design meaningful customer interview protocols Use the downloadable interview templates in your own work Articulate your hypotheses in a testable way Design hypothesis tests Create surveys that provide meaningful insights
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First Prototype and Deliverables Specification Until you have a customer actually experiencing some aspect of what you will be trying to sell them, you are missing out on vital information. The purpose of a prototype is to provide something that is an early vision of what the ultimate offer could be that gives you clues as to what customers really want and will pay for. In this course, we'll cover the basics of doing prototypes, specifically how to run an experiment in business and the underlying process of design thinking that lies behind the prototyping method. When you have finished this module, you will be able to: Describe the design thinking process Explain why prototyping is useful in the customer discovery process; Create a few initial prototypes of your own Conduct an experiment to test a specific hypothesis Create a deliverables specification for your project
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CUSTOMER INSIGHT PROGRAM
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Product Data and Digital Strategy Definition As more and more products and services encompass a digital dimension, you'll want to be thinking about the design of your digital data flows right from the beginning. Here, we're going to be talking about the fundamental positioning of your offering, taking you through a systematic way of discovering what your offer really means to which sets of customers. Then we'll explore digital ecosystems and new kinds of value being created through "interaction fields". We'll wrap up with how to use the discovery driven planning methodology for digital transformation, surprisingly high uncertainty efforts that can go grievously wrong. When you have finished this module, you will be able to: Go beyond the catchall "positioning statement" to powerfully position your new offering; Explain why the shift to digital is a revolutionary, not evolutionary shift in how business is designed Map out your offerings' positioning on paper so that you can test it with users Structure a discovery-driven learning process that incorporates significant amounts of learning Exploit opportunities for fast and inexpensive hypothesis testing even in a digital sense.
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Revised Prototypes So here's the thing - you KNOW your first version of anything isn't going to be perfect from the start. This course takes on the challenge of learning when things don't go as expected. We'll talk about learning from failures and the unexpected. We'll look at the evolution of prototypes as your ideas mature. And we'll give some guidance on when you have done enough learning that you can begin to make commitments to a particular design. When you have finished this module, you will be able to: Create a contract for intelligent failure and use it with your team Differentiate between intelligent failures and the other kind Plan projects so that a surprise does not automatically get branded a "failure" Build a prototype Articulate and test a hypothesis using that prototype Develop a skin in the game caliper for your own new offering
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Customer segmentation testing We all know about customer segments, right? Age, size, geography, and all those things. Well, guess what - most of these aren't really helpful in designing a truly innovative growth strategy. Instead, we'll look at segmenting on the basis of behavior - a core topic for understanding customer jobs to be done. You'll see how this was done during the famous customer centricity program at Best Buy. Then, we'll look at the entire customer journey using a tool called the consumption chain and the example of a bank frantically trying to understand customer experience in the early days of the PPP loan program. These are tools you'll use again and again. When you have finished this module, you will be able to: Identify and avoid the trap of segmenting only on the basis of demographics; Use insight into customer behavior (based on the job-to-be-done idea we covered in a previous lesson) to identify what their main decision drivers are likely to be Map a customers' complete consumption chain and analyze where it breaks down Identify attributes and customer attitudes about them at each link of the chain, asking the question "how do we make this part of the customer experience better?"
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