The Customer-Driven Playbook by Jessica Rich Travis Lowdermilk

Author:Jessica Rich Travis Lowdermilk [Travis Lowdermilk, Jessica Rich]
Language: eng
Format: mobi
Publisher: O'Reilly Media, Inc.
Published: 2017-08-15T00:00:00+00:00

We really appreciate your feedback. We hope you’ll be willing to provide more feedback in the future.

Do you know anyone else that does [job/task your focused on] and would be willing to provide us feedback?

Identify roles during the interview

While an interview can be conducted by one person, we highly recommend having multiple team members join the interview. Not only is it good to have multiple people listening to the customer’s responses, you can also use their help.

It’s great to have your team interested in hearing the customer interview, just be mindful that the customer doesn’t feel overwhelmed by the amount of people on the call. You want your interview to feel like personal conversation, not a congressional hearing in front of a panel.

If you have multiple people joining the customer call, it’s a good idea to have a plan in place that identifies each member’s role.

Moderator

You should identify one person to moderate the interview. This eliminates the customer having to track multiple people during the call. If your team has questions they would like the moderator to ask, have them send their question to the moderator via an instant message client or, if you’re in the same room, write the question on a dry-erase board or hand it over on a Post-It note (you can never have enough Post-It notes). If there is time available at the close of the interview, you can also open it up for any other member on your team to ask follow-up questions.

Time-keeper and logistics

A member from the team should be nominated to be time keeper. If possible, it’s nice to have that person sit next to the moderator so they can quickly and quietly keep the moderator on schedule. Also, if you’re planning on having the customer interview remotely, using an online conferencing tool like Microsoft Skype, Google Hangouts, or your own conferencing system, you should nominate this person to oversee the technology.

Time keeping and logistics is a small thing, but you really want to help the moderator be engaged with the customer as much as possible. Keeping track of the time and fidgeting with technology can create distractions and break the flow of the conversation.

Note-taker

Everyone, except the moderator, should consider themselves a note-taker. The moderator should be free to focus on the interview script and keeping the conversation going. The best thing about having multiple people take notes is that you’ll end up with different anecdotes and perspectives that can be shared when the interview is over.

Debrief

When the interview is complete, you should plan to leave 20-30 minutes for a team debrief. This is a critical time, because the interview is still fresh in everyone’s mind. You should give each person a chance to share what they’ve learned, while a note-taker captures everyone’s responses.

Some questions to think about while you’re de-briefing:

1. What stood out to you the most; what was most surprising?

2. What do you think motivates the customer? What is he or she trying to achieve?

3. What is preventing the customer from achieving their goals?

4. What

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.