Effective Customer Interviewing: How to use interviews to discover business value
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Transcript of Effective Customer Interviewing: How to use interviews to discover business value
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Adrian Howard (@adrianh) Effective Customer Interviewing
#agileotb
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Hello!
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You don’t have to copy the slides
http://slideshare.net/adrianh
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Ask questions!
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Pardon?
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I ♥ feedback
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Swear jar is running…
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Chatham House Rule
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“When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed”
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Who are you?
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Stand up!(no — not that kind of standup)
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A–B–C
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A = SpeakerB = InterviewerC = Observer
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Speakers:Shut your eyes…
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Interviewers:Talk with the speaker about their best restaurant experience.
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Interviewers:Do not take notes
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Observers:Watch what happens. Write observations down.
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🕑2 minutes
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Reflection
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Tip:Drink
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B = SpeakerC = InterviewerA = Observer
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Speakers:Shut your eyes…
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Interviewers:Talk with the speaker about their best vacation experience.
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Interviewers:… and one more thing …
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Interviewers:After the first question – you cannot speak again. Shhhhh!
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Interviewers:Do not take notes
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Observers:Watch what happens. Write observations down.
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🕑2 minutes
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Reflection
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http://en.wikipedia.org/wiki/File:Christopher_Macsurak_Fran_Lebowitz.jpg
– Fran Lebowitz
“The opposite of talking isn't listening
The opposite of talking is waiting”
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Tip:Use silence
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Tip:Pay attention to body language
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C = SpeakerA = InterviewerB = Observer
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Speakers:Shut your eyes…
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Interviewers:Talk with the speaker about how they decorate & furnish their home.
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Interviewers:… and one more thing …
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Interviewers:After the 1st question you only ask “Can you tell me more about X?”
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Interviewers:(where X is something the speaker
has previously mentioned)
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Interviewers:Do not take notes
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Observers:Watch what happens. Write observations down.
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🕑4 minutes
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Reflection
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– Arthur Bloch
“Every clarification breeds new questions”
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Tip:Reflect back what the speaker said
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… and relax …
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Why do we interview?
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“If I had asked my customers what they wanted they would have said a faster horse”
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http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg
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http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg
“If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own”
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What is an interview?
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An interview is not a… quiz survey negotiation pitch date conversation
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Rapport & Empathy
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Learn from your customer
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(in)validate our assumptions
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Who do you interview?
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https://www.flickr.com/photos/artfulone/14206229674/sizes/l
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https://www.flickr.com/photos/joncandy/5561310462
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Tip:Bribes
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Tip:Look for bored people
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Go where your customers are
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Tip:Don’t look scary
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Tip:Go with somebody
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Use your organisation
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Tip:Sales, Marketing & Support
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Use social media
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Intercept recruiting
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Recruiters
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How many?
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–Bill Vaughan
“We learn something every day, and lots of times it's that what we learned the day before was wrong.”
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Don’t just use interviews for validation
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buildlearn
measure
productdata
ideas
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buildlearn
measure
productdata
ideas
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buildlearn
measure
productdata
ideas
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More interviewing tips…
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Tip:Be polite
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Tip:Ask open questions
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Tip:Avoid leading questions
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Tip:Avoid fortuneteller questions
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Exercise time!
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Today you found a startup!
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Startup AExploring exciting ways to create a great experience eating out
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Startup BHelping people have the vacation of their dreams
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Startup CDemocratising professional interior decoration
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What do you want to find out?
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🕑Individually write down topics.
One topic per post-it.
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🕑Group them as a team.
Then label groups.
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Reflection
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A = SpeakerB = InterviewerC = Observer
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InterviewersGather info on your startup.Think about the list of topics.
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Interviewers & ObserversTry and note down the things the speaker tells you
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🕑5 minutes
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Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions
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Reflection
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Tip:Observations vs Insights
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Tip:Interview in pairs
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Tip:Consider recording
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B = SpeakerC = InterviewerA = Observer
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Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions• Observations vs Insights
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C = SpeakerA = InterviewerB = Observer
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Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions• Observations vs Insights
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Analysis & Synthesis
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http://memegenerator.net/instance/54379154
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You should interview your customers regularly
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You should interview your customers regularly
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You should interview your customers regularly
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You should interview your customers regularly
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You should interview your customers regularly
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You should interview your customers regularly
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STALKbefore you
TALKbefore you
SELL before you
BUILD
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Practice, practice, practice
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Do retrospectives
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DO LESSTOGETHERMORE OFTEN
to do
MOREAdrian Howard (@adrianh)
quietstars.com
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