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 ...

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