Appendix B: Structured interviewing of customers
“Your most unhappy customers are your greatest source of learning.”
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 should represent a broad cross-section ...