customer interview
TRANSCRIPT
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@fajaranugerah
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Best Practices for !Customer Interviews
@fajaranugerah
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Best Practices for !Customer Interviews
@fajaranugerah
Good Practices
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Associate Partner LEAP InstituteSenior Partner Kinara IndonesiaManaging Director IndonesiaBerbaktiFormer Senior Program Manager BCFormer Program Manager GEPIProject Manager SWITCH-Asia
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@fajaranugerahSocial Entrepreneurship Aficionado
Associate Partner LEAP InstituteSenior Partner Kinara IndonesiaManaging Director IndonesiaBerbaktiFormer Senior Program Manager BCFormer Program Manager GEPIProject Manager SWITCH-Asia
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Jakarta, May 9-11th 2014
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What we’ll cover
Jakarta, May 9-11th 2014
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What we’ll coverWhat is customer development? Why do it?
Jakarta, May 9-11th 2014
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What we’ll coverWhat is customer development? Why do it?
Profiling our customers
Jakarta, May 9-11th 2014
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What we’ll coverWhat is customer development? Why do it?
Profiling our customers
How to prepare for interviews
Jakarta, May 9-11th 2014
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What we’ll coverWhat is customer development? Why do it?
Profiling our customers
How to prepare for interviews
How to approach customers/interviewtechniques
Jakarta, May 9-11th 2014
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The road to Hell is paved with good intentions !!
proverb
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We tend to start from our own experience and project the experience
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We tend to start from our own experience and project the experience…and stop there
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We tend to start from our own experience and project the experience…and stop there
We need assumptions !but we MUST validate them
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We tend to start from our own experience and project the experience…and stop there
We need assumptions !but we MUST validate them
![Page 19: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/19.jpg)
We tend to start from our own experience and project the experience…and stop there
Assumption is the mother of
all f-ups !-Undersiege 2-
We need assumptions !but we MUST validate them
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Demographic profiling is not enough… we need psychographic profiling of our customers
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Profiling: ‘Customer Persona’
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Profiling: ‘Customer Persona’Facts
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Profiling: ‘Customer Persona’Facts
Visualisation
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Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation
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Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
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Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life
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Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit
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Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle
![Page 29: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/29.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
![Page 30: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/30.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
![Page 31: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/31.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’
![Page 32: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/32.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face
![Page 33: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/33.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face• Fashion
![Page 34: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/34.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face• Fashion
![Page 35: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/35.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face• Fashion
• Things they consumebecause they have to
![Page 36: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/36.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face• Fashion
• Things they consumebecause they have to
• Things they consumebecause it’s good tohave
![Page 37: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/37.jpg)
Profiling: ‘Customer Persona’Needs & WantsFacts
Visualisation Their Problems
Relevant facts about their life• Spending/consumption
habit• Lifestyle• ‘Habitat’
How they ‘look’• Face• Fashion
• Things they consumebecause they have to
• Things they consumebecause it’s good tohave
What is their most urgentand/ critical pains
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Customer Persona Development 8 minutes
In teams, try to develop the customer persona based on your assumptions
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Profiling: ‘Customer Persona’
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
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Profiling: ‘Customer Persona’Behavior & Preference
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
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Profiling: ‘Customer Persona’Behavior & Preference
Visualisation
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 42: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/42.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 43: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/43.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation Their Problems
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 44: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/44.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation Their Problems
How they ‘look’
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 45: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/45.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation Their Problems
How they ‘look’• Face
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 46: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/46.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation Their Problems
How they ‘look’• Face• Fashion
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 47: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/47.jpg)
Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference
Visualisation Their Problems
How they ‘look’• Face• Fashion
GADGET!FREAK
SPENDS! > 10M!/YEAR
GAMES MUSIC
PAYMENT!MODE
![Page 48: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/48.jpg)
Customers don’t care about your solution. They care about their problems.!
Dave McClure
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The goal: Exploration —> to understand the(potential) customer problem/s
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The goal: Exploration —> to understand the(potential) customer problem/s
Prep the question scenario (rough guideline)
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The goal: Exploration —> to understand the(potential) customer problem/s
Prep the question scenario (rough guideline)
Buddy-up —> assign roles
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The goal: Exploration —> to understand the(potential) customer problem/s
Prep the question scenario (rough guideline)
Buddy-up —> assign roles
Find your customers based on the personayou’ve developed
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The goal: Exploration —> to understand the(potential) customer problem/s
Prep the question scenario (rough guideline)
Buddy-up —> assign roles
Find your customers based on the personayou’ve developed
Approach —> Introduce —> Qualify —>Explore —> Get Currency —> Closure
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Tips on preparing the questions
Start with qualifiers —> check if they fit your customers’ persona!
Use open questions…to explore!
To confirm…repeat statement, paraphrase or use close questions!
Use the 5Ws and H questions
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Tips for your Q-list
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Tips for your Q-list
Ask about Experience
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Tips for your Q-list
Ask about Experience Not about opinion
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems DON’T offer solution
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems DON’T offer solution
Ask about what has happened
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems DON’T offer solution
Ask about what has happened
not about what could/should/would
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems DON’T offer solution
Ask about what has happened
not about what could/should/would
Ask for details with follow up questions
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Tips for your Q-list
Ask about Experience Not about opinion
Ask about Problems DON’T offer solution
Ask about what has happened
not about what could/should/would
Ask for details with follow up questions
Don’t stop with normative/general answer
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Examples of open questions
What do you do for fun/during leisure? How often/intensive (duration)? How much do you normally spend? What challenges…!
Do you go to doctors regularly? What is your experience when going to the doctor? What is your challenges when going to the doctor?!
Do you go out? How often? Where to usually? Do you meet people when you go out? What challenges do you experience when going out?
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"We thought that we had the answers, it was the questions we had wrong." !
Bono
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Prepare your questions list !!
5 minutes
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Tips for your GOOB
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Tips for your GOOBGo for ‘stationary target’
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Tips for your GOOBGo for ‘stationary target’
Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)
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Tips for your GOOBGo for ‘stationary target’
Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)
Qualifying questions! Don’t wasteyour time and theirs!
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Tips for your GOOBGo for ‘stationary target’
Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)
Qualifying questions! Don’t wasteyour time and theirs!
Listen before asking next Qs
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Tips for your GOOBGo for ‘stationary target’
Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)
Qualifying questions! Don’t wasteyour time and theirs!
Listen before asking next Qs
Get currency —> emails/phonenumbers & pics
![Page 75: Customer interview](https://reader037.vdocuments.us/reader037/viewer/2022110122/55b131a9bb61eb3d058b45ed/html5/thumbnails/75.jpg)
Tips for your GOOBGo for ‘stationary target’
Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)
Qualifying questions! Don’t wasteyour time and theirs!
Listen before asking next Qs
Get currency —> emails/phonenumbers & pics
Thanks
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Let’s do a Simulation!
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Any questions? :)!
@fajaranugerahJakarta, May 9-11th 2014
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@fajaranugerahJakarta, May 9-11th 2014