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Business Leadership Design: Speaking the Language of Your Customer EMEA

Interested in offering a new product or service at your company? This lesson will help you use your customers' voice to inform the design and pitch of your business offerings.

About This Course

Learn how to listen to customers in order to more fully understand what the customers are directly and indirectly saying about your business. In this course, you will use a framework that evaluates the nature of the value proposition (what you offer customers), factors that keep customers loyal, as well as different types of fears they may have regarding a new offering (such as a new product).

Additionally, the course provides qualitative research methods for understanding twhat your customers are saying as a language of its own. You will leave the course with a view into building a more solid customer relationship to more effectively offer a new product or service at your business.

This is a sample unit of a course offered as part of a certificate program through the Center for Services Leadership. For more information on the Center for Services Leadership, please visit our website at or contact us at or 480 965-6201.

This course will take you approximately 2.5 hours to complete.

Learners who complete this course will earn a digital certificate of completion.


English proficiency

Meet Your Instructor

Course Staff Image #1

Douglas Olsen, B.Sc., MBA, Ph.D.
Associate Professor of Marketing
Coordinator of the Strategic Marketing and Services Leadership Specialization
W.P. Carey School of Business
Arizona State University

Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W.P. Carey School of Business at Arizona State University and Coordinator of the Strategic Marketing and Services Leadership Specialization. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy and service excellence. He currently serves as Faculty Director of the Service Leadership Institute, held annually at the Center for Service Leadership at ASU, and the Faculty Director of the Strategic Marketing and Services Leadership (SMSL) Specialization in the W.P. Carey MBA Program. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise.

Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization, as is focused on in his recent book, The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas. His academic research has been published in journals that include: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology an International Journal of Research in Marketing. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia. On a personal side, Douglas is fascinated by contemporary design, and enjoys traveling, furniture making, bread baking, browsing eBay for “really cool old stuff” and spending time outdoors.

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