Know your Customer
Peter Monkhouse | PDMA Inspire Innovation Conference • November 15, 2022
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Many organizations struggle to define who their customer is, what products or services they are offering to their customers, and why customers would buy anything from them. This workshop will help you define the customer and the multiple facets the customers can have. It will define the product and how to identify the needs of your customers and will also link the product with projects and the organization's strategy and see how they all work together. To understand the customer, you need to have information about your customer. The workshop will show you how to collect customer feedback and best listen to your customers through the 3Rs of listening. The customer feedback will then be input into two major artifacts, Persona and Value Proposition Canvas. The workshop will include examples of organizations using Persona and Value Proposition Canvas tools to successfully connect their customers with the products and services. These organizations can easily identify customer expectations and changes while providing features that solve customer problems and directly address their pains. Using hands-on exercises, we will build a persona that represents a particular customer segment. Then, for that persona, we will build a value proposition canvas to identify the customer gains, pains and jobs that will link directly to the product or service offering.
Download the Slides
Download Handout: Persona
Download Handout: Feedback
Download Handout: Value Proposition Handout