Workshop Title
The learner is expected to manage complex tools in order to create value and new opportunities
The learner is expected to manage complex tools in order to create value and new opportunities.
- Duration: 4 hours
The listener is expected to know the principles of empathy mapping and its importance in identifying customer needs and creating value.
The listener should be able to:
– explain the concept of empathy,
– describe the stages of creating an empathy map,
– be able to build an exemplary map of empathy.
This workshop covers 3 activities. The first activity involves defining a customer segment for an empathy map. Later, the stages of an empathy map will be discussed. At the end of the workshop, participants will be required to prepare an exemplary empathy map and discuss it.
This workshop aims to familiarize students with the ability to build an empathy map, which allows for a thorough analysis of customer needs and the creation of value and new business opportunities. Two exercises are planned. The first exercise allows you to identify a group of potential customers, which will help you find your own niche or something that can distinguish our offer from the competition. By directing the product to a specific group of buyers, it is possible to better adapt it to the requirements and it is easier to develop an action plan for the market. This approach also helps minimize business risk, because having a description of a specific customer segment, it is easier to imagine what problems we may encounter.
On the basis of the second exercise, participants will learn the stages of the empathy map and actively create them. By answering the sample questions, they more accurately describe six separate areas that will be used to build an empathy map. Finally, the third exercise will be about building an empathy map that will be presented and discussed within the team and also subject to general discussion.
The workshops will enable the students to learn and improve their skills in terms of proper understanding of customer needs and creating a map of empathy. This map shows in an insightful and comprehensive way what the customer actually expects when buying a given product or service. It also contributes to the development of a business proposal that has a high chance of market success.
Step by step instructions for the preparation and implementation of the workshop
Step 1: Introduction to what empathy is and preparing the customer segment for an empathy map (PPT). for example:
-The concept of empathy and empathetic people
-Determining for which group of customers we want to develop a product or service.
Step 2: Give participants the worksheet (Appendix 0.2) and ask them to select one customer segment
Step 3: Give them 45′ to list your prospect segment and their characteristics
Step 4: Based on the available statistics, verify the assumptions about the customer segment.
Step 5: PRESENT AN EXAMPLE OF CUSTOMER SEGMENT DEVELOPED.
Step 1: Presentation on the empathy map (PPT)
Step 2: Divide the audience into groups.
Step 3: Assign a wall or panel area to each group and provide the necessary materials (markers, paper, flipcharts, sticky notes, and any other poster material). You can encourage participants to use the materials they have with them
Step 4: Display questions that can be asked in each area of the empathy map (Appendix 0.3)
Step 5: Participants in one of the predefined customer segment create a list of customer behaviors in six defined areas.
Step 6: Looking at their answers to the questions posed in each area of the empathy map, listeners must select some key pieces of information that will indicate what kinds of needs they can satisfy or what problems their clients can solve. They should be divided into functional, social, emotional, basic).
Step 1: Based on the collected information about the customer segment, create an empathy map referring to specific areas (Appendix 0.4)
Step 2: The learners, through group discussion, refer to the most important aspects diagnosed earlier
Step 3: Finally, you discuss the empathy maps that the teams have prepared with the other groups.
Resources
Training rooms, pens, paper, flipchart, colorful markers, sticky notes, projector
