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  Your customers hold the key to the future success of your organization. You can find out what your customers know by engaging and interacting with your customers.
   Find out how to get feedback, information and even answers from your customers. With our low and no cost methods of customer research, you will discover new techniques for collecting information that will improve your organization’s products or services, promotion and marketing, and even bottom line finances.
   Whether you work in a for-profit or nonprofit environment, our 8 stage needs assessment model will give you a step by step proven approach to researching and selecting new services, products or activities.
Eight week course, William A. Draves, lead instructor
Course Outline

Unit 1
Researching Your Customers
-Introduction to customer research
-The increasing role of customers in your success
-Your customer demographics and behavior characteristics
-Finding your 7 primary customer segments

Unit 2
Finding Your Best Customers
-Who are your best customers?
-Finding your best customers
-Why your best customers are so valuable
-Using best customers to get more customers

Unit 3
Measuring Customer Satisfaction
-What to measure in customer satisfaction
-Conducting customer satisfaction surveys
-Finding out what you do best
-Identifying areas for improvement

Unit 4
Constructing a successful customer survey
-How many questions to ask
-Deciding what questions to ask
-Wording survey questions

Unit 5
Distributing Customer Surveys, Increasing Response
-Getting the Survey Out, and Back
-Email and web site surveys
-How many surveys you need to get back

Unit 6
Customer Advisory Boards and Focus Groups
-Recruiting advisory board members
-Roles and activities
-Meetings, policies, and other nitty-gritty
-Making them worthwhile and valuable

Unit 7
An 8 Stage Needs Assessment Model
-Using customer feedback to develop new activities and products
-The law of new product development
-When not to believe your customers
-The stages from brainstorming to testing

Unit 8
Improving Customer Research
-The 5 best way to collect customer feedback
-Creating a customer friendly environment
-Using customer research, or not, in decision making
-Managing your customer relationships for better research


Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends.  It’s easy. It’s fun. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Access the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Take a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each day.

The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.


The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each day to maximize your learning and enjoyment of the course.

It’s easy. It’s fun.

Next offering(s):
-Next session coming soon-

Ave. hours 32, 3.2 CEUs/ILUs

About Your Instructor

William A. Draves conducts customer research for a national organization and trains others in customer research.  He is the author of “The 8 Stage Needs Assessment Model”  and conducts seminars on high response survey techniques.  

Course Objectives

-To provide participants with practical, how-to information on using customer research to improve their organization’s performance, services or products, as well as promotion and marketing.
-To give participants data analysis skills in researching their customers’ behavior and demographics.
-To address ways in which organizations can engage and interact with customers to acquire needed feedback, input, suggestions and ideas.
-To give participants an 8 stage needs assessment model for developing new products and services involving customer research.
-To provide practical, advanced tips and techniques in measuring customer satisfaction, conducting customer surveys, creating customer focus and advisory groups, and creating a customer friendly organizational environment.

Course Outline

At the end of the course, you will:

-Possess the information necessary to conduct extensive customer research;
-Know who your best customers are, and why they are important;
-Be able to construct a successful customer survey, survey customers and get a high response rate;
-Know how to create and facilitate a customer advisory board or focus group;
-Have the knowledge to implement a needs assessment model for new services and products.

Completion Requirements