Innovative Customer Insights for Everyone

2h 3mIntermediate2025-05-16

Authors

Drew Falkman

Architecting sites for large companies using Java, PHP, and WordPress

Course details

In this course sales, marketing, support, and product professionals learn how to be significantly more successful by understanding who their customers are and what they need. Join instructor Drew Falkman as he shows you how to recognize which customer insights are the most meaningful to your operations and business. Learn how to measure your efforts around actionable data, build an ICP (ideal customer profile) you can use across the enterprise to craft stronger marketing messages, get better leads, and have higher conversion and retention rates. Drew explains the concepts of TAM (total addressable market), SAM (serviceable addressable market) and SOM (serviceable obtainable market) and how they correspond to your customers and marketing, sales, support, and product efforts.

Plus, learn how to use qualitative and quantitative customer data to identify opportunities, interview techniques to get direct customer feedback and insight, and AI tools that can help in customer insight efforts.

Skills covered

Product ManagementUX DesignBusiness AnalyticsUser ExperiencePersonaWeb DevelopmentData ScienceBusiness Analysis and Strategy

Concepts

0. Introduction

01 - Welcome

1. What Are Customer Insights

02 - What are customer insights, and why are they important
03 - From where do we get these insights
04 - For what can we use customer insights

2. Defining Your Ideal Customer Profile

05 - What is an ICP
06 - The benefits of knowing your customer
07 - Defining your ICP - Demographics and firmographics
08 - Defining your ICP - Behaviors, intent, and technographics
09 - ICP and buyer personas
10 - Discovering your market size - TAM SAM SOM
11 - Researching competition
12 - Analyzing market trends

3. Understanding Your Customers by Listening

13 - Quantitative vs. qualitative research
14 - Customer interviews
15 - Planning for interviews
16 - Interviewing customers and prospects
17 - Identifying key insights from interviews
18 - Analyzing insights using AI

4. Affirming Assumptions Using Data and AI

19 - Identifying quantitative data in your organization
20 - Getting specific quantitative data using surveys
21 - Quantifying qualitative data
22 - Connecting CX data - Reviews, support, social
23 - Using AI to analyze CX data

5. Using Your ICP

24 - Aligning on ICP in sales, marketing, and product
25 - Identifying opportunities
26 - Validating ideas
27 - AI opportunity validation
28 - AI prototype validation with Strella

Conclusion

29 - Thank you