Customer Experience Training & Workshops

Using Customer Value to Drive Organisational Improvement

When you hear the term “customer value,” what springs to mind? It’s essentially about how your service users perceive the benefits they receive from what you offer. In the context of customer experience, it’s the difference between what your service users get and what they give up to get it. For purpose-led organisations, your “customers” are your end-users, beneficiaries, volunteers, or anyone who interacts with your organisation.


Use customer value to drive decision making, continuous improvement and service design

Customer value isn’t just about transactions. It’s about the entire experience – from the moment someone hears about your organisation to the ongoing relationship they have with you. It’s about understanding their needs, expectations, and how they feel after engaging with your service. You need to grasp this concept because it’s what keeps people coming back, donating, or advocating for your cause.

Remember, you’re not just competing with other organisations for attention and support; you’re competing with every experience your service users have elsewhere. They compare their interactions with you to their best experiences in other areas of their lives. That’s why understanding and enhancing customer value is critical for your service delivery.

You might wonder why customer value is so crucial for purpose-led organisations. Well, it’s simple: it’s about survival and impact. In a world flooded with causes and messages, understanding what makes your service valuable to people is what can set you apart. It’s not just about doing good; it’s about communicating and delivering that good effectively.

If you don’t pay attention to customer value, you risk losing engagement, support, and funding. People are more likely to contribute their time and money to causes they feel give them value in return. This doesn’t mean a financial return; it’s about the emotional, psychological, and social returns they experience by being associated with your work.

So, focusing on customer value helps you to be more efficient. It encourages you to allocate resources to what’s truly important to your service users, reducing waste and increasing impact. It’s not just about doing more with less; it’s about doing what’s right and necessary.

Now, let’s talk about how this workshop can help you make tangible improvements to your services. The session is designed to provide you with a comprehensive understanding of customer value and how to apply it effectively within your organisation. It’s about equipping you with the knowledge and tools to make informed decisions that enhance the overall experience for your service users.

By participating in this workshop, you’ll learn to identify what your service users truly value and how to deliver it consistently. You’ll explore different methods to measure and analyse customer value, which is essential for continuous improvement. This isn’t just about theory; it’s about practical skills that you can apply immediately to make a real difference in your organisation’s service delivery.

Session focus

Understand customer value to help drive better customer experiences

This one-day workshop is laser-focused on helping you understand and leverage customer value to improve your services. The key focus areas include identifying what constitutes value for your service users, measuring and improving the customer experience, and using this knowledge to enhance service design and delivery.

You will delve into the core principles of customer value and learn how to map out the customer journey. This gives you a clear picture of every touchpoint and interaction service users have with your organisation. By the end of the day, you will have a solid foundation to build strategies that elevate the perceived value of your services.

The workshop is interactive, with a mix of presentations, group discussions, and hands-on exercises. You will leave with not just a conceptual understanding but practical insights that you can implement in your organisation.

Target audience

Building customer value into how you deliver your mission

This workshop is tailored for various individuals within the NGO and not-for-profit sector who are involved in service delivery and are keen on making a difference. Here’s a list of those who would greatly benefit:

  • Non-profit Leaders and Managers: For those steering the ship, understanding customer value is vital for strategic decision-making.
  • Fundraisers and Donor Relations Personnel: Learn how to communicate the value of your work more effectively to attract and retain donors.
  • Volunteer Coordinators: Enhance volunteer satisfaction and retention by improving their experience.
  • Marketing and Communications Staff: Craft messages that resonate with your audience by focusing on the value your organisation provides.
  • Programme and Project Managers: Tailor your services to meet the real needs and expectations of your beneficiaries by understanding what they value most.
  • Customer Service Representatives: Provide frontline staff with the skills to create valuable interactions at every touchpoint.

Learning Objectives

Develop clear, actionable steps to developing greater customer value

During this workshop, you will focus on achieving the following key learning objectives:

  1. Understanding Customer Value: Grasp the importance of customer value in the context of non-profits and how it impacts your organisation’s success.
  2. Identifying Value: Learn techniques to identify what your service users, donors, and volunteers consider valuable.
  3. Mapping the Customer Journey: Gain the ability to map out the customer journey to understand and improve every interaction.
  4. Measuring and Analysing: Acquire methods for measuring and analysing customer value to inform service improvements.
  5. Applying Knowledge: Develop the capability to apply what you’ve learned to enhance your services and create lasting impact.

Workshop Content

What we’ll cover in this workshop on customer value

Let’s break down the workshop agenda and the content you’ll cover throughout the day:

  • Introduction to Customer Value: We start by defining customer value and why it’s a game-changer for NGOs.
  • Identifying What Service Users Value: You’ll learn how to uncover the needs and expectations of your service users through various tools and techniques.
  • Mapping the Customer Journey: We’ll guide you through creating a customer journey map, a visual representation of every experience your service users have with your organisation.
  • Measuring Customer Value: This section will focus on how to measure customer value through feedback, surveys, and other data collection methods.
  • Analysing and Interpreting Data: You’ll learn how to make sense of the data you’ve collected and how to use it to make informed decisions.
  • Improving Service Delivery: Armed with knowledge and data, we’ll explore how to apply these insights to improve your services.
  • Creating an Action Plan: The final part of the workshop will involve creating a tailored action plan for your organisation to start making changes immediately.

Throughout the day, we will use a range of tools, from customer feedback forms to analytical software, ensuring that you leave with a toolkit that you can use right away.

Learning outcomes

Practical steps to help analyse and improve the value you give to customers

By the end of this workshop, you will have achieved the following learning outcomes:

  1. A comprehensive understanding of customer value and its importance to your organisation.
  2. The ability to identify and articulate what your different customer segments value.
  3. Skills in mapping and analysing the customer journey to find areas for improvement.
  4. Knowledge of various tools and methods for measuring customer value.
  5. A clear action plan to enhance your service delivery based on the principles of customer value.

Practical applications from the session

Start adding greater value to customers

After participating in this workshop, you can take immediate action. Here are five examples of what you can do with what you’ve learned:

  1. Redesign Service Offerings: Tailor your services to better meet the needs and expectations of your service users, creating more value for them.
  2. Improve Communication: Use your understanding of what your audience values to craft more effective and compelling messages.
  3. Enhance Donor Engagement: Apply insights to develop strategies that deepen donor relationships and encourage repeat donations.
  4. Streamline Processes: Identify inefficiencies in your service delivery and make changes that save time and resources while improving the user experience.
  5. Train Your Team: Share your knowledge with colleagues to create a more user-focused culture within your organisation.

Our approach

Engaging, customer-focused sessions

Our training philosophy is simple: create engaging, thought-provoking and enjoyable sessions that catalyse action. We believe learning happens best when you’re actively involved. That’s why our workshops are designed to be dynamic and participatory.

We use action learning methods to engage you in real-life problem-solving. This means you’ll be working on actual challenges your organisation faces, not just theoretical scenarios. Our coaching approach supports you in finding your own solutions, empowering you to lead change in your organisation effectively.

Discussion is another critical element of our training. We foster an environment where challenging questions are encouraged, and diverse viewpoints are shared. This thought-provoking atmosphere leads to deeper understanding and innovative ideas.

We draw on best practice approaches to training. We stay updated on the latest research and methodologies to ensure that the content we deliver is not only relevant but also cutting-edge.


Customer value that drives real change

This workshop is an invaluable investment for anyone in the NGO and not-for-profit sector looking to make a measurable difference in their service delivery. Understanding and applying customer value principles can transform the way you operate, leading to greater impact, more efficient use of resources, and stronger connections with those who matter most to your organisation.

By engaging with our training, you’ll gain the knowledge and tools to enhance your customer journey, communicate your value more effectively, and ultimately, increase support for your cause. Don’t miss this opportunity to elevate your service delivery and make a lasting impact.

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