Strategic Customer Insight: Understanding Your Customer for Better Value Creation

To Be Announced  
Questions? Contact Us:
Liz N. Schultz
Senior Associate Director, Learning Solutions
+1 212-854-7613
[email protected]

Format: Three consecutive days with live sessions from 8:30 a.m. to 12:30 p.m. ET.
View the live online schedule.
Certificate Credits: 2
Learn more.
Preferred pricing is available for groups of two or more. To inquire, email [email protected].

"While it is tempting to rely on intuition to identify customer needs — after all, aren’t we all customers? — history has taught us that intuition about consumers is often ill-informed. This program empowers you to become a disciplined, astute discoverer of strategic consumer insights."
– The program's Faculty Director, Michel Pham

Strategic Customer Insight

The program's Faculty Director, Michel Pham

Your business's success requires the ability to uncover genuine insights about your customers. Which product is going to be a “hit,” which one is going to “flop”? Which aging brand can be revived, which should you let go? Which product positioning will resonate best in the marketplace, and will the market trend last? These are a just a few of the many important business questions you likely face every day that require true customer insight.

Personal intuition about customers is no longer enough. This program equips you to become disciplined and astute discoverers of strategic consumer insights, so you can uncover opportunities and make decisions that are relevant for your business.

During this three-day program, you'll learn the concepts and tools to understanding your customer for better value creation, whether you're a B2C or B2B business. This intensive learning experience will be action-learning-oriented, combining lectures and discussions with in-class workshops in which participants will learn to apply proprietary customer insight planning tools, developed and time-tested through many years of executive teaching, corporate training, and consulting.

Please Contact Us

Please contact our Learning Solutions Specialists at +1 212-854-3395 for a personal conversation to learn more.


This three-day program offers rigorous coverage of a broad range of theories, frameworks, concepts, and tools to truly get into the hearts and minds of your customers and uncover insights that are relevant for your business and policy.

Key Learning Outcomes

  • Acquire a five-step, scalable framework for the systematic generation of customer insights for value creation
  • Analyze and manage key customers and decision makers in a decision-making unit
  • Identify business opportunities by separating real from fictitious customer needs
  • Model and strategize around the value that customers perceive in your offer
  • Gain surprising insights from understanding the customer buying process
  • Develop insights and value creation from taking into account the total customer experience

Upon completion of this program, you will earn two credits towards a Certificate with select alumni and tuition benefits. Learn more.


The program features three half days of virtual learning, featuring a combination of engaging lectures, hands-on discussions, and breakout sessions for group exercises.

Sample Sessions

  • Introduction to the Deep Customer Understanding (DCU) Framework & Decision-Making Unit Analysis
  • Customer Need Landscape Analysis
  • Customer Motivation Analysis
  • Customer Value Analysis
  • Customer Experience Analysis

For a complete program schedule download the agenda.


This program is ideal for any business professional looking for hands-on tools in customer insight to influence all aspects of a business. The program audience may include general managers, marketers, entrepreneurs, investors, consultants, media managers, advertisers, or others dealing directly with customers who are looking for genuine insights into the minds, hearts, and behaviors of their consumers.

Columbia Business School alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for this program. More on the Alumni Tuition Benefit.


Michel Tuan Pham, Faculty Director
Kravis Professor of Business

Michel Tuan Pham is the author of more than 40 scientific articles in consumer behavior, marketing, and decision making. He is a leading expert on marketing and branding strategy, customer insight, and consumer psychology. A passionate and sought-after executive teacher, he has conducted acclaimed seminars on these topics for thousands of executives from hundreds of companies. He consults clients on issues related to branding and trademark protection, including major brands from different industries. His influential research and comments on current business issues have been featured in major media outlets such as The New York Times, Financial Times, Wall Street Journal, Forbes, CNN, and the BBC. He is a past President of the Society for Consumer Psychology, the leading professional organization for the advancement of the psychological science of the consumer.

Along with Professor Pham, additional Columbia Business School faculty may contribute to and teach in the program.


Do you have questions about our live online programs? Please review our commonly asked questions on our live online programs FAQs page.