During a recent breakfast session (thanks for the invite, Christophe Cieters!), I had a fascinating...
Example Customer Survey
Why are we doing this?
- To understand what motivates customers to choose OUR PRODUCT and how they make that decision.
- To learn about the Return on Investment customers experience.
- To gain insight into the Value Proposition (pains/gains) from their perspective.
Who are we targeting?
- Customers of COMPANY who began using OUR PRODUCT within the last year.
- Individuals who either made or influenced the decision to implement the software.
Interview
Introduction
- We’re looking to understand your experiences so we can ensure OUR PRODUCT continues to meet real needs in the market.
- Is it okay if I record our conversation? It’s purely for reference, in case I need to clarify any points later. (Alternatively, we can skip recording if someone is taking notes.)
A Few Clarifying Questions
- Could you describe your role and responsibilities within the company?
Understanding the Initial Triggers
We’d like to explore the period before you were introduced to COMPANY. Think back to that time and share any details about your work situation and challenges, keeping the focus away from OUR PRODUCT for now.
- What did a typical workday look like back then?
- How did you spend your time working toward your key goals or results?
- Were there tasks you could delegate? How did your team members spend their time?
- What was your main objective or challenge in that period?
- What obstacles kept you from reaching that objective?
- What tools and processes were you using at that time?
- What were the pros and cons of those tools and processes?
- Can you recall a specific moment when you realized your approach wasn’t working well?
Exploring the Solution Search
- Before starting with OUR PRODUCT, how did you try to overcome those obstacles?
- What kinds of tools or resources did you consider?
- What other solutions were available to you, and why weren’t they chosen?
- Can you walk me through the moment or experience that led you to decide OUR PRODUCT was the right choice?
- Was risk management or the need for control factors in choosing a solution? If so, in what way?
- How did you find OUR PRODUCT?
Onboarding OUR PRODUCT
- How did the onboarding and support process go with COMPANY’s team?
- Was there any information or knowledge missing after installation?
- Where did you find the information you needed?
- When you reached out for support, how was your experience?
After Implementing OUR PRODUCT
- Thinking back to your main objective, do you feel you’ve been able to reach it with OUR PRODUCT?
Let’s go through the specific pain points you mentioned one by one. - Are there other tools or processes you still rely on alongside OUR PRODUCT to meet your objectives?
- Which of these do you feel could be integrated into OUR PRODUCT?
- Do you find yourself having to perform any repetitive tasks?
When we’ve gathered enough insights here, we can consider discussing the financial aspect, depending on the interviewee's role with budget decisions.
- Can you describe the business case you needed to build internally to justify the purchase of OUR PRODUCT?
- What were the key motivations driving that decision?
- Was cost-saving a consideration? If so, could you specify?
- Or was the decision more about supporting digital transformation?
- If OUR PRODUCT were no longer available, what would you need to do instead, and what costs would that involve?
Closing
If you were to rate OUR PRODUCT’s alignment with your expectations on a scale of 0-10, where would it stand?
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Have you ever recommended OUR PRODUCT to someone within or outside of your company?
- If yes, could you tell me about that conversation?
- What made you think OUR PRODUCT would be relevant for them?
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Are there any other thoughts or feedback you’d like to share about your experience with COMPANY or OUR PRODUCT?
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