DECIDE ON EITHER BROAD OR DEEP

Do you want to explore general usage patterns and give the customer a chance to offer broad feedback? If so, plan for an open-ended interview and go with the flow. A broader scope for the interview can yield surprising insights into how your product or service is seen and used by customers.

Alternatively, if you’re looking for specific information, you can narrow the interview’s focus and take a deep dive into a particular subject. You can use a deep interview to validate assumptions you have about a feature, explore the nuances of a frequent feature request, or focus on problems that customers have reported.

СФОРМИРУЙТЕ КОМАНДУ ДЛЯ ПРОВЕДЕНИЯ РАЗГОВОРА

Anyone can participate in a customer interview, but typically, a product owner, service lead, or someone on the front lines (like a developer, designer, or service operator) fills the interviewer role. You'll also want another person from your team to take notes and generally be your co-pilot. Don't try to be both the interviewer and scribe – you'll get distracted and won't be able to listen actively.

It’s also a good idea to include a silent observer. The observer’s job is to absorb the conversation and listen for themes or connections the interviewer and scribe are too busy to catch. The observer can ensure you don't overlook anything important.

FIND THE BEST CUSTOMER TO INTERVIEW

Spend some time selecting ideal customers for the interview. You don’t want to grab just anyone — you want to make sure the person you select can actually speak to the topic you’re looking to learn more about.

Consider your interview goals and ensure you're recruiting customers who'll contribute to them. Aim for a balance of customer types: fans, haters, people who almost bought but didn't, people who switched to your product from a competitor (or vice versa), and so on.

Get to know each potential interviewee as well as possible before reaching out, and write up a few details for reference: what product/s or service they use, how long they've been a customer, the team or company size (if applicable), what feedback they've already provided, and so on.

When you've identified customers to interview, recruit them with an engaging invite that explains your goals for the interview, how long it'll take, and when you're hoping to conduct it. If the customer is in your local area, offer to hold the interview at their office – it's easiest for them, and you'll benefit from the richer context of being in your customer's natural habitat. If you can’t go to them, invite them to swing by your office and give them the VIP treatment.

A video or phone call can work if an in-person session isn't possible. Email or a form are also options, but they aren’t the best choices. You might lose subtle context clues and spontaneous insights with an asynchronous interview. So, do everything you can to get the customer into a live setting so you can build a rapport.

СОЗДАЙТЕ СЦЕНАРИЙ РАЗГОВОРА

You’re not conducting a generic customer satisfaction survey, so don’t go into the interview and attempt to wing it — you need a script, even if it just serves as a guide. First, brainstorm at least 20 possible questions. Then, trim it down to 10 or fewer (assuming you have an hour with the customer). Start by cutting any questions your customer is likely to answer with a answer with a "yes" or "no."

Your questions should concentrate on current behavior as it’s a good predictor of future behavior. Be aware of your potential confirmation bias and don’t ask leading questions. Design your questions so your customers' views come through clearly. Include some soft-ball questions to kick off the interview and establish a rapport with the customer: how long they've been in their role, how often they use your product or service, or how they heard about it.

If you must keep the interview details between yourself and the customer, put together a non-disclosure agreement (NDA).

ПОДГОТОВЬТЕСЬ К ДНЮ ИГРЫ

It’s finally time to interview your customer. You've printed copies of the interview questions and customer write-ups for everyone. You’ve charged your recording device and rounded up some swag to offer as a thank-you gift: shirts, mugs, stickers. The interview room (if at your office) is tidy and has a relaxed vibe.

Make sure your interview team understands their roles so you can operate like a well-oiled machine. Scribes should avoid leading the interview, and observers should only ask questions at the end.

The following interview questions are suggestions. Tweak them to suit your needs and style.