Episode Details
Back to EpisodesCasual chats won't cut it: How to plan productive customer interviews with Katharine Hibson
Season 2
Episode 20
Published 2 years, 8 months ago
Description
In this episode of Product Marketing Life, Mark Assini is joined by experienced marketing consultant at Broadridge, Katharine Hibson.
Katharine shares her expert insights on conducting effective customer interviews, stressing that customer conversations require strategy and planning, not a casual approach. She outlines her process for preparing an interview guide, including motivational topics to cover and open-ended questions that draw out insights.
Join Katharine and Mark as they discuss what success looks like, common mistakes you can make, templates she’s created to guide customer interviews, and everything in between!
Key takeaways
- How proper planning and strategy, not a casual approach, lead to productive customer conversations.
- The benefits of letting customers speak openly and without interruption.
- How asking ‘why’ can help you dig deeper and gauge pain points.
- Why having a consistent interview structure is fundamental.
And more.