Lean Startup and Design Thinking Youre really think you need to teach us how to talk to people The Art of Listening to Your Customers PrePlanning Customer Discovery PrePlanning Pt 1 ID: 621431
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Slide1
Customer Discovery Best Practices
Lean Startup and Design Thinking
“
You’re really think you need to teach us how to talk to people?
”Slide2
The Art of
Listening
to Your CustomersSlide3Slide4
Pre-Planning
Customer Discovery
Pre-Planning Pt. 1
(4:55)
Pre-Planning Pt. 2
(3:25)
Pre-Planning Pt. 3
(1:29)
Slide5
Customer Discovery Interviews
Interviews Pt. 1
(5:40)
Interviews Pt. 2
(3:49)
Asking the Right Question
(2:37) Slide6
Outside the Building
Death by Demo 1
(2:18)
Death by Demo 2
(1:45)
Assuming You Know what the customer wants
(1:56)
Understanding the Customer Problem (the wrong way) or Death by PowerPoint
(1:42)
Understanding the Problem (the right way)
(3:22)
Customers Lie
(2:37)
The Distracted Customer
(3:12)
Engaging the Customer
(3:37)
Customer Empathy
(2:25)
The User, the Buyer & the Saboteur
(2:24)
Multi-Person Interview
(2:03)
B-to-B to C
(2:15)
Existing vs. New Markets
(5:29)
Public Interviews
(2:11)Slide7
Back in the Building
Extracting Insight from
Data
(2:59)
Getting the MVP Right
(3:34)
Pay Attention to
Outliers
(2:16)
The “Other 85%”
(2:32)
Slide8
Customer Interviews
the most difficult part of the process!Slide9
Customer
Interviews
the most difficult part of the process!
conversationsSlide10
#1 –Don’t talk about your
technology
!!!
#2 – The interviewing process must be
deliberate
!
#3 – A survey is
NOT
an interview!Slide11
FOUR PARTS TO THE PROCESS
Planning
Landing
Conducting
AnalysisSlide12
Focus first on people you think fill these roles:
End User, Decision Maker, Payer
Focus on people you
don’t
already know! They have no relationship to protect.
(*people you know are good for meeting other people)
Customer Discovery – Planning an Interview
WHO SHOULD I INTERVIEW?Slide13
Customer Discovery – Planning an Interview
HOW TO FIND THE PEOPLE
Find people working at your
customer
companies
Find people that
used to work
at customer companies
Find people that work for your
competitors
Do
NOT
interview the CEO first!Slide14
Have a purpose
Know what you think you can learn from this person
before
you get there.
Make
guesses
about what your customer will say.
Customer Discovery – Planning an Interview
WHAT ELSE SHOULD I PREPARE?Slide15
QUICK
introduction (look for warm introductions).
Establish
credibility
. (NSF, researcher, use first names)
Appeal to
EGO
“I know you’re an
expert
- I want to
learn
from you.”Seek help. You are researchers, not salesmen!Handle “What are you doing / Why are you calling.” Diffuse “We need and NDA.”Seal the deal: 10-15 minutes, get on the schedule, thank them.Be ready to “roll into the interview” if you get stonewalled.Customer Discovery – Landing an InterviewSlide16
Plan in this order:
Face to Face
, Skype, Phone
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide17
Plan in this order:
Face to Face
, Skype, Phone
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide18
Plan in this order:
Face to Face
, Skype, Phone
Try to
access to their facility
whenever possible.
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide19
Plan in this order:
Face to Face
, Skype, Phone
Try to
access to their facility
whenever possible.
Take
two people
whenever possible –
assign roles!
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide20
Plan in this order:
Face to Face
, Skype, Phone
Try to
access to their facility
whenever possible.
Take
two people
whenever possible –
assign roles!
Talk to
one person at a time.
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide21
Plan in this order:
Face to Face
, Skype, Phone
Try to
access to their facility
whenever possible.
Take
two people
whenever possible –
assign roles!
Talk to
one person at a time.AVOID LISTENING TO GROUP THINK!
Customer Discovery – Conducting an Interview
WHERE SHOULD I INTERVIEW?Slide22
Conducting customer interviews
Get excited to hear what you
don’t
want to hear!
Focus on first-hand accounts, not on
speculative or abstract thoughts
from secondary sources. Ask for introductions to first hand accounts!Slide23
Asking the right questions
Always ask
open-ended
questions.
Never ask
multiple choice
questions.
Target the
who
,
what
, why, and how.Follow the 5 whys!Avoid is, are, would, do you think, and should.Slide24
ALWAYS FINISH WITH…
“
What did I forget to ask?
”
“
Is there anyone else you think I should meet?
”Slide25
Turn data into information through
pattern recognition
!
This means STATISTICS!!!
100 interviews over 5 segments, each with two VPs results in only 10 data points!
This is not statistically relevant
!
Make sure you spend as much time
interpreting
the data as you are collecting it!
Interpretation of data – the CORE of Customer DiscoverySlide26
SAMPLE QUESTIONS –
start broad, then focus
*tailor these generalized questions to your specific scenario
What are the top three
problems
customers are trying to solve?
What are they
currently doing
to solve them?
If your customer could wave a magic wand and fix one thing or generate one outcome, what would it be?
What would it take for your customer to
change their behavior and adopt a new technology, process, or solution? Who else would have to be involved to make it happen?Slide27
Q&A