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@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