O'Reilly logo

FT Essential Guide to Writing a Business Plan by Vaughan Evans

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required