@fajaranugerah

Best Practices for !Customer Interviews

@fajaranugerah

Best Practices for !Customer Interviews

@fajaranugerah

Good Practices

Associate Partner LEAP InstituteSenior Partner Kinara IndonesiaManaging Director IndonesiaBerbaktiFormer Senior Program Manager BCFormer Program Manager GEPIProject Manager SWITCH-Asia

@fajaranugerahSocial Entrepreneurship Aficionado

Associate Partner LEAP InstituteSenior Partner Kinara IndonesiaManaging Director IndonesiaBerbaktiFormer Senior Program Manager BCFormer Program Manager GEPIProject Manager SWITCH-Asia

Jakarta, May 9-11th 2014

What we’ll cover

Jakarta, May 9-11th 2014

What we’ll coverWhat is customer development? Why do it?

Jakarta, May 9-11th 2014

What we’ll coverWhat is customer development? Why do it?

Profiling our customers

Jakarta, May 9-11th 2014

What we’ll coverWhat is customer development? Why do it?

Profiling our customers

How to prepare for interviews

Jakarta, May 9-11th 2014

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

The road to Hell is paved with good intentions !!

proverb

We tend to start from our own experience and project the experience

We tend to start from our own experience and project the experience…and stop there

We tend to start from our own experience and project the experience…and stop there

We need assumptions !but we MUST validate them

We tend to start from our own experience and project the experience…and stop there

We need assumptions !but we MUST validate them

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

Demographic profiling is not enough… we need psychographic profiling of our customers

Profiling: ‘Customer Persona’

Profiling: ‘Customer Persona’Facts

Profiling: ‘Customer Persona’Facts

Visualisation

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

How they ‘look’

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

How they ‘look’• Face

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

How they ‘look’• Face• Fashion

Profiling: ‘Customer Persona’Needs & WantsFacts

Visualisation Their Problems

Relevant facts about their life• Spending/consumption

habit• Lifestyle• ‘Habitat’

How they ‘look’• Face• Fashion

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

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

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

Customer Persona Development 8 minutes

In teams, try to develop the customer persona based on your assumptions

Profiling: ‘Customer Persona’

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Behavior & Preference

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Behavior & Preference

Visualisation

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation Their Problems

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation Their Problems

How they ‘look’

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation Their Problems

How they ‘look’• Face

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation Their Problems

How they ‘look’• Face• Fashion

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Profiling: ‘Customer Persona’Needs & WantsBehavior & Preference

Visualisation Their Problems

How they ‘look’• Face• Fashion

GADGET!FREAK

SPENDS! > 10M!/YEAR

GAMES MUSIC

PAYMENT!MODE

Customers don’t care about your solution. They care about their problems.!

Dave McClure

The goal: Exploration —> to understand the(potential) customer problem/s

The goal: Exploration —> to understand the(potential) customer problem/s

Prep the question scenario (rough guideline)

The goal: Exploration —> to understand the(potential) customer problem/s

Prep the question scenario (rough guideline)

Buddy-up —> assign roles

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

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

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

Tips for your Q-list

Tips for your Q-list

Ask about Experience

Tips for your Q-list

Ask about Experience Not about opinion

Tips for your Q-list

Ask about Experience Not about opinion

Ask about Problems

Tips for your Q-list

Ask about Experience Not about opinion

Ask about Problems DON’T offer solution

Tips for your Q-list

Ask about Experience Not about opinion

Ask about Problems DON’T offer solution

Ask about what has happened

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

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

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

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?

"We thought that we had the answers, it was the questions we had wrong." !

Bono

Prepare your questions list !!

5 minutes

Tips for your GOOB

Tips for your GOOBGo for ‘stationary target’

Tips for your GOOBGo for ‘stationary target’

Introduce yourself properly (names,not selling anything, not offeringanything, just doing a research)

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!

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

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

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

Let’s do a Simulation!

Any questions? :)!

@fajaranugerahJakarta, May 9-11th 2014

@fajaranugerahJakarta, May 9-11th 2014