One of the best ways to understand your customers’ lives is by interviewing them.
Unfortunately, the customer interview is one of the most frequently botched methods of obtaining information.
Find out why.
Newsletters tagged "Customer inquiry"
Volume 12, #2, March 2014
Conduct better interviews when you learn to relax, tolerate silence, and be a little pushy
Volume 11, #4, August 2013
When it comes to understanding customers, brevity is overrated
In the right hands, brevity can convey deep meaning—but those of us whose jobs involve getting to know customers need to go deep.
Volume 11, #3, May 2013
Why you need an attitude change about the what, who, and when of research
Making new stuff is exciting. We talk about inspiration, creative sparks, and brainstorms; we celebrate debuts and unveilings. But while launch celebrations are common, nobody ever throws a research party. It’s easy to neglect the R part of R&D amidst all the attention to the D.
Volume 10, #6, November 2012
How a restless search for the next problem can help your company achieve and maintain greatness
Greatness is not about the size of the problems. Rather, it is the attitude that all problems need to be addressed. The culture of restlessness itself can become a powerful magnet to attract great talent.
Volume 9, #3, May 2011
What gets in the way of finding out what ails your customers?
A friend's seventh-grade son (let's call him Rob) was stumped for weeks by his school's annual "Invention Fair." The fair organizers did a great job of attempting to foster creativity among the you
Volume 9, #2, March 2011
Ditch the justifications and immunize your company against lost opportunity
Over the years I have helped scores of companies develop rigorous voice-of-the-customer programs so they can understand at a deep level what stands in the way of their customers' success and define
Volume 8, #6, August 2010
How to Get to Know Your Customers... Before It's Too Late
The biggest risk to your company right now probably isn't bankruptcy. But losing market share to competitors or being blindsided by other companies doing a better job of capturing their customers' emotions and experiences... those scenarios can become your motivation to take action long before your company runs out of cash and time.