effective customer interviewing: how to use interviews to discover business value

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Adrian Howard (@adrianh) Eective Customer Interviewing #agileotb

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Page 1: Effective Customer Interviewing: How to use interviews to discover business value

Adrian Howard (@adrianh) Effective Customer Interviewing

#agileotb

Page 2: Effective Customer Interviewing: How to use interviews to discover business value

Hello!

Page 3: Effective Customer Interviewing: How to use interviews to discover business value

You don’t have to copy the slides

http://slideshare.net/adrianh

Page 4: Effective Customer Interviewing: How to use interviews to discover business value

Ask questions!

Page 5: Effective Customer Interviewing: How to use interviews to discover business value

Pardon?

Page 6: Effective Customer Interviewing: How to use interviews to discover business value

I ♥ feedback

Page 7: Effective Customer Interviewing: How to use interviews to discover business value
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Swear jar is running…

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Chatham House Rule

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“When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed”

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Who are you?

Page 12: Effective Customer Interviewing: How to use interviews to discover business value

Stand up!(no — not that kind of standup)

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A–B–C

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A = SpeakerB = InterviewerC = Observer

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Speakers:Shut your eyes…

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Interviewers:Talk with the speaker about their best restaurant experience.

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Interviewers:Do not take notes

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Observers:Watch what happens. Write observations down.

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🕑2 minutes

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Reflection

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Tip:Drink

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B = SpeakerC = InterviewerA = Observer

Page 23: Effective Customer Interviewing: How to use interviews to discover business value

Speakers:Shut your eyes…

Page 24: Effective Customer Interviewing: How to use interviews to discover business value

Interviewers:Talk with the speaker about their best vacation experience.

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Interviewers:… and one more thing …

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Interviewers:After the first question – you cannot speak again. Shhhhh!

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Interviewers:Do not take notes

Page 28: Effective Customer Interviewing: How to use interviews to discover business value

Observers:Watch what happens. Write observations down.

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🕑2 minutes

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Reflection

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http://en.wikipedia.org/wiki/File:Christopher_Macsurak_Fran_Lebowitz.jpg

– Fran Lebowitz

“The opposite of talking isn't listening

The opposite of talking is waiting”

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Tip:Use silence

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Tip:Pay attention to body language

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C = SpeakerA = InterviewerB = Observer

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Speakers:Shut your eyes…

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Interviewers:Talk with the speaker about how they decorate & furnish their home.

Page 37: Effective Customer Interviewing: How to use interviews to discover business value

Interviewers:… and one more thing …

Page 38: Effective Customer Interviewing: How to use interviews to discover business value

Interviewers:After the 1st question you only ask “Can you tell me more about X?”

Page 39: Effective Customer Interviewing: How to use interviews to discover business value

Interviewers:(where X is something the speaker

has previously mentioned)

Page 40: Effective Customer Interviewing: How to use interviews to discover business value

Interviewers:Do not take notes

Page 41: Effective Customer Interviewing: How to use interviews to discover business value

Observers:Watch what happens. Write observations down.

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🕑4 minutes

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Reflection

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– Arthur Bloch

“Every clarification breeds new questions”

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Tip:Reflect back what the speaker said

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… and relax …

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Why do we interview?

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“If I had asked my customers what they wanted they would have said a faster horse”

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http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg

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http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg

“If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own”

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What is an interview?

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An interview is not a… quiz survey negotiation pitch date conversation

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Rapport & Empathy

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Learn from your customer

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(in)validate our assumptions

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Who do you interview?

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https://www.flickr.com/photos/artfulone/14206229674/sizes/l

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https://www.flickr.com/photos/joncandy/5561310462

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Tip:Bribes

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Tip:Look for bored people

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Go where your customers are

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Tip:Don’t look scary

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Tip:Go with somebody

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Use your organisation

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Tip:Sales, Marketing & Support

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Use social media

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Intercept recruiting

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Recruiters

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How many?

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–Bill Vaughan

“We learn something every day, and lots of times it's that what we learned the day before was wrong.”

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Don’t just use interviews for validation

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buildlearn

measure

productdata

ideas

Page 73: Effective Customer Interviewing: How to use interviews to discover business value

buildlearn

measure

productdata

ideas

Page 74: Effective Customer Interviewing: How to use interviews to discover business value

buildlearn

measure

productdata

ideas

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More interviewing tips…

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Tip:Be polite

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Tip:Ask open questions

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Tip:Avoid leading questions

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Tip:Avoid fortuneteller questions

Page 80: Effective Customer Interviewing: How to use interviews to discover business value

Exercise time!

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Today you found a startup!

Page 82: Effective Customer Interviewing: How to use interviews to discover business value

Startup AExploring exciting ways to create a great experience eating out

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Startup BHelping people have the vacation of their dreams

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Startup CDemocratising professional interior decoration

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What do you want to find out?

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🕑Individually write down topics.

One topic per post-it.

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🕑Group them as a team.

Then label groups.

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Reflection

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A = SpeakerB = InterviewerC = Observer

Page 90: Effective Customer Interviewing: How to use interviews to discover business value

InterviewersGather info on your startup.Think about the list of topics.

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Interviewers & ObserversTry and note down the things the speaker tells you

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🕑5 minutes

Page 93: Effective Customer Interviewing: How to use interviews to discover business value

Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions

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Reflection

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Tip:Observations vs Insights

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Tip:Interview in pairs

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Tip:Consider recording

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B = SpeakerC = InterviewerA = Observer

Page 99: Effective Customer Interviewing: How to use interviews to discover business value

Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions• Observations vs Insights

Page 100: Effective Customer Interviewing: How to use interviews to discover business value

C = SpeakerA = InterviewerB = Observer

Page 101: Effective Customer Interviewing: How to use interviews to discover business value

Tip:• Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions• Observations vs Insights

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Analysis & Synthesis

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http://memegenerator.net/instance/54379154

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You should interview your customers regularly

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You should interview your customers regularly

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You should interview your customers regularly

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You should interview your customers regularly

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You should interview your customers regularly

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You should interview your customers regularly

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STALKbefore you

TALKbefore you

SELL before you

BUILD

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Practice, practice, practice

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Do retrospectives

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DO LESSTOGETHERMORE OFTEN

to do

MOREAdrian Howard (@adrianh)

quietstars.com

Page 119: Effective Customer Interviewing: How to use interviews to discover business value

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