FT Essential Guide to Writing a Business Plan

Appendix B: Structured interviewing of customers

“Your most unhappy customers are your greatest source of learning.”

Bill Gates

In this appendix

• The interviewees
• The storyline
• The questionnaire
• The interview
• The thanks and feedback

In Chapter 5, and in more detail in Appendix A, a structured interviewing programme of customers was recommended as the most methodical way to obtain the information needed to derive your firm’s competitive position.

Here’s how to do it.

• Select a representative range of customer interviewees.
• Prepare your storyline.
• Prepare a concise questionnaire.
• Interview them, through email, telephone or face-to-face.
• Thank them and give them some feedback.

The interviewees

The interviewees should represent a broad cross-section ...