Let God tell the truth-talk about customer interview ideas

Due to the special nature of commercial products, our users are our customers and God. What skills do you need to pay attention to when communicating with God? The skills discussed in this article are not just about the technical stream or methodology of interview skill, but mainly about the interview preparation, data collection and data sorting process for obtaining the real situation of customers.

In our research, we hope to understand the goals, needs, and actions of the god ditch. However, in our research, we often find this phenomenon:
1. Do customers not want to talk to us if they do not cooperate with our research?
2. When the customer talked to us, he found that no matter what the answer was, we could not talk in the same plane?
3. The customer talked to us about the same problem, but he seemed unwilling to tell us the truth?

Let's talk about how to make customers willing to tell us the truth today.
The key is the interview outline. The preparation and thinking process before the interview is more important than the skills in the interview execution process. It will determine whether the interview content is on the same plane with the customer.

 

I. interview preparation process

When we see the interview outline, the first response is not just a piece of paper. In fact, the preparation process for a good interview outline is complicated and consists of four steps.

1. Split the problem first (standing on our plane)
2. Switch the split problem plane (to the customer plane)
3. sort the problem on the leaf end into a tree trunk
4. Sort out the issues in a unified manner and outline the issues based on the total score.

Let's take an example: understand the degree to which a customer depends on a function.
Is it okay to take the key points of one split interview and ask the customer? Otherwise, we need to transform the sub-goals into what the customer can understand, and discuss the same issue from their perspective, such as behavior, operation, and motivation. Therefore, we need to put ourselves and our customers on the same plane.

Before switching planes, our interview content:
-How frequently do you think the function is used in normal work?
-It's quite frequent, right?
-How frequently do you think B is used in normal work?
-It is also quite frequent.
......

After plane switching, our interview content:
Let's adjust our plane.
Can you describe your main work?
How did you complete these tasks? Can I demonstrate it a little?
......

We can interview and observe to discover the customer's behavior and real attitude.
We usually ask customers directly from the perspective of the information we want to obtain. Different people have different levels of experience and standards for the same thing. When we ask customers directly, they usually have to convert these questions at least once. If we complete this conversion before, then when answering a question, we only need to describe the original information (that is, the actual information on his plane) to us ). We leave the process of information conversion and processing to ourselves to get the answer to the question, and the judgment criteria are unified.
Steps 2 and 4 are the script writing process, which will not be described here.

 

Ii. Interview implementation process

In the previous process, the overall idea is different from that of the customer. Therefore, during the interview, the customer should be more accustomed to the conversation content and interview methods. Because the content is within the scope of the customer's understanding, he will feel comfortable and safe.
There can be an outline during the interview, but it is best to put the outline in your mind and talk about it based on the customer's ideas to ensure that all the details need to be understood are covered. If you follow the outline to ask a question, it will make the entire process very dry, and the effect will be greatly reduced.

 

Iii. Sort interview data

There is no need to talk about how to sort the interview data. In the previous direction, we integrated the leaves into the branches and trunk, then changed the plane, the trunk, the branches and the leaves, and finally came down to our problems.

Therefore, to summarize the entire interview process, there is actually such a process-> change plane-> Accept-> put.