Introduction to Customer Discovery

NatWest Business Builder: Customer Discovery

In this module we'll explore the common pitfalls of customer discovery and techniques to gain insights into the behaviours of your potential customers so you can test and validate any assumptions that you have made.

In this module you’ll explore:

  • What is customer discovery and why is it important?
  • Common pitfalls of customer discovery
  • Customer discovery techniques
  • Effective questioning

Start by downloading and saving the workbook and use it throughout the module to write notes, reflect on the key points and take time to answer the questions for your own business.

What is Customer Discovery?

In the first chapter we’re going to start by setting the scene and understanding what customer discovery actually is, and why it’s important for you business; using the customer/ client development model to demonstrate the different steps of building a repeatable, scalable business model.

Understanding your customer

In the second chapter we’re going to explore some key methods used to capture valuable insights from your customers. Throughout this chapter, continue to use your workbook to capture any important takeaways and consider what insights you need to gather from your customer segments, how you might do this and who you need to speak to.

Pitfalls of customer discovery

In the final chapter, we’re going to highlight some of the common pitfalls of customer discovery and explore some effective questioning techniques, to help you gain honest and accurate insights from your customers, to drive your business forward in the right direction.

Further Reading


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