Retail excellence-Identifying Customer Needs


Retail Excellence is a suite of fully animated online courses. The suite comprises 16 titles designed to develop customer service and sales capabilities of people working in customer-focused roles.

Identifying Customer Needs is a suite of three courses designed to help learners identify their customers’ motivations, needs and circumstances in order to provide outstanding customer service and increase sales.


Course title



Customer Motivation
  • In the pursuit of happiness
  • Motivation
  • The pleasure-pain model
  • Pleasure, pain and motivation
  • A theory of customer motivation
25 minutes
Discovery Questioning
  • Erroneous assumptions
  • The importance of asking questions
  • Ask and you shall discover
  • Discovery and the customer interaction process
  • Discovery questioning
25 minutes
Listening Skills
  • Listening and hearing
  • Perception and whole body listening
  • Active listening
  • Active listening techniques
25 minutes
Total Duration
75 minutes

Business outcomes

Organisations implementing this course will:

  • Increase customer loyalty and brand reputation by ensuring the products and services you sell are aligned to their needs
  • Increase customer satisfaction by consistently delivering service that exceeds their expectations.

Target audience

This course is designed for any worker in your organisation that interacts with customers and can influence their buying decisions.

Further information

For further information, please refer to the individual course information sheets for each title in this suite.

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