Talking to Customers Customer Discovery Tina M Farmer

Talking to Customers: Customer Discovery Tina M Farmer Square One September 18, 2017

Why “Customer Discovery? ” To Inform: define, focus, set expectations To Refine: develop, detail, improve & innovate To Validate: prove, track, measure & assess

What do you want to learn? Write it down now Define “who” can provide that information Determine the discovery tool you will use Develop specific questions or tasks Keep your interview to no more than 15 questions

Discovery Tools (Research Methods) • Statistical (Demographics) – high numbers – broad stroke picture – potential market fit – least unique or specific

Discovery Tools (Research Methods) • Behavioral (User Journeys, Data Tracking, Search) – brand/company-specific – actual use case – market relevance – specific, not unique or individually quantifiable

Discovery Tools (Research Methods) • Experiential (Surveys, Focus Groups, and Interviews) – small sample set – direct, specific feedback – wants emphasized over actual – unique and specific information

CUSTOMER INTERVIEWS

One-on-One Interviews • • • Are focused on evaluating YOUR problem or solution Are EXPERIENTIAL user research Consider existing and potential customer perspectives Can be collected formally and informally Measure/estimate sentiment and intent Gather real-world, real-time information for real or nearreal scenarios

One-on-One Interviews • 10 – 12 interviews are the most you need • Provide payment to your interviewees, not simply product/service • Avoid recruiting friends and neighbors for interviews (or focus groups), invite customers or potential customers or hire a professional recruiting service • Follow a 5 part structure, including time for questions

Five Easy Steps

1. Open

Review what you are going to do – Thank the customer for participating in the interview – Tell them why they’re here, what you are wanting to find out • Remind them that you want their honest opinion • Let them know that there are no right or wrong answers – Tell them how long the interview will be • Your interview shouldn’t last more than 30 minutes

2. Move to the Task

Start with some questions about your customer – Confirm their name, and any key points needed to confirm that they are the right person for your needs – Ensure their comfort • Ask them how they are feeling, would they like a beverage • It’s ok to mention weather, traffic, or anything else that might impact their frame of mind • Ask a general question that leads to your specific product/service

Ask open-ended, non-leading questions Consider a short activity – A quick card sort – Prototype review – the key is specific questions you want answered • Digital – have them complete 3 – 5 tasks • Physical – what 3 – 5 things do you want to learn? • Emotional – show them 2 images, compare and get their preference – 3 – 5 image sets max

3. Summarize

Provide a quick summary of your customer’s feedback, and state specific next steps – Specify follow-up if they have a question or other request – Tell them how you’re using their information • Be brief

4. Take Their Questions

Ask the customer if they have any questions for you – It is ok to not know an answer, but tell them how you will find out the answer, if applicable – Define how plan you to follow up with them, when needed

5. Close & Thank

Thank them for their time - Let them know how they will be paid - As applicable or necessary - Immediately following the interview - Escort them out of the room or building - Or have a designated assistant walk with them - Write a brief note summarizing your perspective of the interview and any key findings - Complete this before your next interview, even if it takes an extra minute or two

Tips for Good Interviews

› › › Be personable and maintain a positive attitude Use a conversational tone and common terms – avoid jargon Remind your customer that there are no right or wrong answers Ask probing questions without leading the customer to an answer, avoid questions that can be answered with a simple “yes” or “no” Avoid judgment and never argue with or question a customer’s opinion, if necessary, ask “what makes you feel this way? ” or “what would you expect? ” Energy and enthusiasm shine, but don’t advocate – leave your ego at the door

Let’s Give This a Try

Person A: The Favorite Color Interview • • • Think of your favorite color. Write down 3 questions to ask of someone to see if they also like your favorite color. You cannot ask them “do you like chartreuse” if that is your favorite color, in fact you can’t say any colors at all, except to clarify an answer received Try not to use questions that can be answered with “yes” or “no” Then, for the 4 th question, ask them what they think your favorite color is. Write down what you think their favorite color is (ask them if you’re right)

Person B: The New Product Launch • • • Imagine that you have just created a new pen, but you don’t know how much to charge for it. Write down 3 – 4 characteristics of your pen Determine how much you would be willing to pay for that pen Describe your pen, and let the interviewee ask you 1 or 2 questions, don’t change your description or product attributes based on their questions Ask how much they would expect/be willing to pay for the pen

One Last Thought

Repetition = Perfection Measuring and assessing your user experience through customer discovery is not a “set it and forget it” proposition.

Repetition = Perfection • Research continually – using statistical and behavioral models; also consider polls and short surveys • Research regularly – through direct user research via surveys, focus groups, and, particularly, interviews • Refine as needed – your message, product or services, marketing or target audience

Questions? Contact me: tinafarmerstl@gmail. com