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Masterclass: Understanding Customers, Mexico City, 13, 14, 15 October 2017

Patrick will be teaching a masterclass about understanding customers. It will take place in October 2017 at CEDIM's campus in Mexico City.

Here is a description:

"Understanding customers, whether they be end consumers or businesses, is the key to creating successful products, services and brands. This masterclass presents a systematic approach to knowing your customer, understanding their needs and delivering solutions that meet them.

It is important to know customers in a way that goes beyond their rational and practical needs. It is vital to understand their emotions, their hopes, their fears, their dreams and their aspirations – these things are central to consumer choices. In the case of business to business customers we need to understand commercial and professional issues and previous pain points.

Participants in the masterclass will learn how to use a variety of tools to implement the approach outlined and create products, services and brands that are commercially successful and which delight the customer." 

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