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The Art of Conducting Customer Interviews by Microsoft Prod Lead

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Product School
Product School

Main Takeaways: -Understanding types of customer interviews .Identifying right audience for the interview -Recognizing untold stories of customer -To-Dos that makes interview successfu -Don'ts to avoid during customer interviews -Simple framework for Customer Interview Lifecycle

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www.productschool.com The Art of Conducting Customer Interviews by Microsoft Prod Lead
CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™
Corporate Training Level up your team’s Product Management skills
Free Product Management Resources BOOKS EVENTS JOB PORTAL COMMUNITIES bit.ly/product_resources COURSES
The Art of Conducting Customer Interviews NIRAV PATEL, PRODUCT LEADER AT
OUTLINE 1. Types of Customer Interviews 2. Identifying Right Audience 3. Balancing What and How Sides 4. Recognizing Untold Stories 5. To-Dos for Successful Interviews 6. Don’ts to Avoid Failure 7. DIAPER Framework 8. Wrap-up 2 of 14
TYPES OF CUSTOMER INTEVIEWS, AND WHAT TO EXPECT DURING MARKET RESEARCH & ANALYSIS RIGHT AFTER PILOT OR SOFT LAUNCH TO ANALYZE NEED OF NEW FEATURES PART OF RUN AND GROWTH PHASE 3 of 14
REGULAR END USERS SME LEVEL USERS MANAGERIAL USERS LEADERSHIP USERS Operational Use Cases Handle Special Scenarios Productivity, Cost and Time Control Employee Morale Efficiency Related Points Explore Options for Same Work Quality of Delivery Competition, Long-term Goals IDENTIFY RIGHT AUDIENCE FOR INTERVIEWS – “TYPE OF USERS” 4 of 14
WHEN KNOWN, KEEP THE INTERVIEW… PRECISE, CAN BE DETAILED, RECURRING. WHEN STRANGER, KEEP THE INTERVIEW… BRIEF, CAN COVER MORE TOPICS, ONE TIME. IDENTIFY RIGHT AUDIENCE – “KNOWN” VS. “STRANGER” 5 of 14
BALANCING “WHAT” AND “HOW” SIDES IN INTERVIEWS 6 of 14
RECOGNIZING UNTOLD STORIES 1. What motivates your customer to use the product! 2. Does product support their JTBD (Jobs To Be Done)? 3. Dive into their Problems and Struggling moments 4. Find out how same functionalities are used differently 5. Learn customer’s habits (watch their action/usage) 6. Any buying barriers? (budget, current product etc.) 7. Any usage barriers due to seasonality factor? 7 of 14
HOW MANY CUSTOMERS YOU SHOULD INTERVIEW? • Generally, 5 to 6 customers in each category and/or persona • No more than 10, or it will most probably fetch repetitive outcome BRING CONSISTENCY IN CONDUCTING INTERVIEWS FOR SAME TOPIC • It helps to stay focused on desired outcome and driving interviews efficiently • It will also help to uncover specific usage patterns and trends, if exist TO DOs, to make INTERVIEWS SUCCESSFUL 8 to 14
HOW TO APPROACH IT? • Start with easy, fact-based questions • Keep it casual and relaxed • Make it face to face (or video call) • Include some broader questions • Show genuine interest in what customer explains (his/her point of view) • Ask probing questions, to fetch better insights for the topic HOW TO MAKE IT EFFECTIVE? • Building rapport with customer in advance always helps • Practice effective listening, to isolate the noise during conversation • Focus on questions that help you to validate your understanding of problem statement • Cross check your understanding, to be on same page (reflective listening) TO DOs, to make INTERVIEWS SUCCESSFUL Continued… 9 to 14
DON’Ts, to avoid FAILURE! • No Presentations or Product demos • Don’t ask Leading Questions • No WHY, or it triggers rational mind • Don’t keep asking lot of questions • Control strong reactions to response • Don’t reflect negativity in your tone • Don’t be defensive for negative responses from customer 10 of 14
DEFINE 01 Define your interview scope and desired outcome. IDENTIFY 02 Identify right customer audience to conduct your interviews. ARRANGE 03 Arrange interviews and start building rapport. PREPARE 04 Prepare the plan & questionnaire to conduct the interviews. EXECUTE 05 Execute the interviews as per your plan, staying result oriented REVIEW 06 Review the outcome, clarify as necessary and consolidate. INTERVIEW MANAGEMENT FRAMEWORK – “DIAPER” 11 of 14
QUESTIONS? Post your questions in the chat window or send them to me via email listed on last slide. I will try to revert ASAP. 12 of 14
NEXT STEPS 1. Please submit feedback using link or QR code below. I will also copy it inside the chat window. ❑ It should not take more than a minute! ❑ Link - https://forms.office.com/r/RnxyXFCfde 2. Feel free to connect with me on LinkedIn. Details available on last slide. 3. Prepare for your next customer interview using the points we covered today. Try to practice mock interview with a colleague or friend. 4. Let me know how future customer interviews go!! ☺☺ 13 of 14
CONTACT ME : PRODUCT SCHOOL https://productschool.com/instructor/Nirav-Patel LINKEDIN https://www.linkedin.com/in/niravp1 EMAIL nirav.p.patel@gmail.com Nirav Patel Product Leader at Microsoft
www.productschool.com Part-time Product Management Training Courses and Corporate Training

More Related Content

The Art of Conducting Customer Interviews by Microsoft Prod Lead

  • 1. www.productschool.com The Art of Conducting Customer Interviews by Microsoft Prod Lead
  • 2. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™
  • 3. Corporate Training Level up your team’s Product Management skills
  • 4. Free Product Management Resources BOOKS EVENTS JOB PORTAL COMMUNITIES bit.ly/product_resources COURSES
  • 5. The Art of Conducting Customer Interviews NIRAV PATEL, PRODUCT LEADER AT
  • 6. OUTLINE 1. Types of Customer Interviews 2. Identifying Right Audience 3. Balancing What and How Sides 4. Recognizing Untold Stories 5. To-Dos for Successful Interviews 6. Don’ts to Avoid Failure 7. DIAPER Framework 8. Wrap-up 2 of 14
  • 7. TYPES OF CUSTOMER INTEVIEWS, AND WHAT TO EXPECT DURING MARKET RESEARCH & ANALYSIS RIGHT AFTER PILOT OR SOFT LAUNCH TO ANALYZE NEED OF NEW FEATURES PART OF RUN AND GROWTH PHASE 3 of 14
  • 8. REGULAR END USERS SME LEVEL USERS MANAGERIAL USERS LEADERSHIP USERS Operational Use Cases Handle Special Scenarios Productivity, Cost and Time Control Employee Morale Efficiency Related Points Explore Options for Same Work Quality of Delivery Competition, Long-term Goals IDENTIFY RIGHT AUDIENCE FOR INTERVIEWS – “TYPE OF USERS” 4 of 14
  • 9. WHEN KNOWN, KEEP THE INTERVIEW… PRECISE, CAN BE DETAILED, RECURRING. WHEN STRANGER, KEEP THE INTERVIEW… BRIEF, CAN COVER MORE TOPICS, ONE TIME. IDENTIFY RIGHT AUDIENCE – “KNOWN” VS. “STRANGER” 5 of 14
  • 10. BALANCING “WHAT” AND “HOW” SIDES IN INTERVIEWS 6 of 14
  • 11. RECOGNIZING UNTOLD STORIES 1. What motivates your customer to use the product! 2. Does product support their JTBD (Jobs To Be Done)? 3. Dive into their Problems and Struggling moments 4. Find out how same functionalities are used differently 5. Learn customer’s habits (watch their action/usage) 6. Any buying barriers? (budget, current product etc.) 7. Any usage barriers due to seasonality factor? 7 of 14
  • 12. HOW MANY CUSTOMERS YOU SHOULD INTERVIEW? • Generally, 5 to 6 customers in each category and/or persona • No more than 10, or it will most probably fetch repetitive outcome BRING CONSISTENCY IN CONDUCTING INTERVIEWS FOR SAME TOPIC • It helps to stay focused on desired outcome and driving interviews efficiently • It will also help to uncover specific usage patterns and trends, if exist TO DOs, to make INTERVIEWS SUCCESSFUL 8 to 14
  • 13. HOW TO APPROACH IT? • Start with easy, fact-based questions • Keep it casual and relaxed • Make it face to face (or video call) • Include some broader questions • Show genuine interest in what customer explains (his/her point of view) • Ask probing questions, to fetch better insights for the topic HOW TO MAKE IT EFFECTIVE? • Building rapport with customer in advance always helps • Practice effective listening, to isolate the noise during conversation • Focus on questions that help you to validate your understanding of problem statement • Cross check your understanding, to be on same page (reflective listening) TO DOs, to make INTERVIEWS SUCCESSFUL Continued… 9 to 14
  • 14. DON’Ts, to avoid FAILURE! • No Presentations or Product demos • Don’t ask Leading Questions • No WHY, or it triggers rational mind • Don’t keep asking lot of questions • Control strong reactions to response • Don’t reflect negativity in your tone • Don’t be defensive for negative responses from customer 10 of 14
  • 15. DEFINE 01 Define your interview scope and desired outcome. IDENTIFY 02 Identify right customer audience to conduct your interviews. ARRANGE 03 Arrange interviews and start building rapport. PREPARE 04 Prepare the plan & questionnaire to conduct the interviews. EXECUTE 05 Execute the interviews as per your plan, staying result oriented REVIEW 06 Review the outcome, clarify as necessary and consolidate. INTERVIEW MANAGEMENT FRAMEWORK – “DIAPER” 11 of 14
  • 16. QUESTIONS? Post your questions in the chat window or send them to me via email listed on last slide. I will try to revert ASAP. 12 of 14
  • 17. NEXT STEPS 1. Please submit feedback using link or QR code below. I will also copy it inside the chat window. ❑ It should not take more than a minute! ❑ Link - https://forms.office.com/r/RnxyXFCfde 2. Feel free to connect with me on LinkedIn. Details available on last slide. 3. Prepare for your next customer interview using the points we covered today. Try to practice mock interview with a colleague or friend. 4. Let me know how future customer interviews go!! ☺☺ 13 of 14
  • 18. CONTACT ME : PRODUCT SCHOOL https://productschool.com/instructor/Nirav-Patel LINKEDIN https://www.linkedin.com/in/niravp1 EMAIL nirav.p.patel@gmail.com Nirav Patel Product Leader at Microsoft
  • 19. www.productschool.com Part-time Product Management Training Courses and Corporate Training