Understanding Customer Motivations

Gain an in depth understanding of customer psychology - analyse why customers come to a store, and why they buy what they buy.

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About this course

Understanding customer behaviour is a key aspect in providing the perfect experience for potential or current customers. This course will benefit anyone who works in a customer encountering role, whereby important skills must be developed for ultimate success.


The course unveils how to understand customer motivations through 4 modules, touching on customer psychology and the maintainence of customers.


Once these course concepts are grasped, learners have a much better understanding of why customers behave like they do.

What you'll learn

  • Understand customer psychology
  • Buying Motivations - Why do customers come to your store?
  • Human motivators - How do customers differ?
  • How do you keep your customers?

Course Content

  • Understand customer psychology

    Learn the basics of customer psychology - why do we buy what we buy? Learn about yourself as a customer.

    Lesson Excerpts

    • Meet Jake. He works 9 to 5 at an advertising agency, and he enjoys photography. He's also vegan.

      Meet Jake. He works 9 to 5 at an advertising agency, and he enjoys photography. He's also vegan.
    • Jake was not just buying a low calorie, vegan drink. He was also buying a sense of validation, confidence, and identity.

      Jake was not just buying a low calorie, vegan drink. He was also buying a sense of validation, confidence, and identity.
    • What do you think Jake will get?

  • Why do customers come to your store?

    Describe the conscious and subconscious factors that draw customers into your store.

    Lesson Excerpts

    • This is Our Shop. It's a popular bakery. It is frequented by best friends Jane, Christy, and Sally. The logo is a smug cookie.

      This is Our Shop. It's a popular bakery. It is frequented by best friends Jane, Christy, and Sally. The logo is a smug cookie.
    • Branding & Classical Conditioning

    • Ivan Pavlov's Classical Conditioning Theory explains how humans associate two different things in their minds and react to one of them as though it was the other.

  • How do customers differ?

    Describe the concept of customer profiles and how to recognize these.

    Lesson Excerpts

    • Suzy has been the cashier at Fresh Grocers for six months now. She knows almost every regular shopper and she makes it a point to know their names. She's the most welcoming cashier in the city.

      Suzy has been the cashier at Fresh Grocers for six months now. She knows almost every regular shopper and she makes it a point to know their names. She's the most welcoming cashier in the city.
    • Marketers need to understand their customers' buying processes, whether online, offline or a mixture of both.

      Marketers need to understand their customers' buying processes, whether online, offline or a mixture of both.
    • Suzy can finally list down her ideas more effectively. Sure, this is only based on her observation. But, her report can be a good start in gathering data to develop strategies to increase revenue and customer loyalty.

      Suzy can finally list down her ideas more effectively. Sure, this is only based on her observation. But, her report can be a good start in gathering data to develop strategies to increase revenue and customer loyalty.
  • How do you keep your customers?

    Explore different marketing strategies, and identify techniques in customer retention.

    Lesson Excerpts

    • Sandra is an accountant who enjoys yoga and fried chicken. On her day off from work, she decides to go and purchase a dress for a close friend's wedding.

      Sandra is an accountant who enjoys yoga and fried chicken. On her day off from work, she decides to go and purchase a dress for a close friend's wedding.
    • She was drawn to this chic boutique. There are similar boutiques stretching down the whole street, but this one store seemed to be the most promising.

      She was drawn to this chic boutique. There are similar boutiques stretching down the whole street, but this one store seemed to be the most promising.
    • Too often we lose sight of the power of color and its ability to attract the eye. Remember: wherever the eyes go, the feet will follow. So use color to catch the eyes of your customers and draw them to your displays.

      Too often we lose sight of the power of color and its ability to attract the eye. Remember: wherever the eyes go, the feet will follow. So use color to catch the eyes of your customers and draw them to your displays.

Course Author

EdApp

EdApp is a leader in training for the mobile workforce. As a microlearning platform EdApp delivers tens of thousands of lessons a day globally. The use of gamification and social learning make EdApp a platform that boasts engagement across the board. The content library now lets you access world class content for you and your team. EdApp has set out to democratize learning and give everyone a classroom in their pocket.

Selected Review

"EdApp's Understanding Customer Motivations Course was really interesting, particularly the understanding customer psychology lesson. It gave me great insight and a new perspective on the importance of understanding what motivates customers. Truly great course."

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