Building Your Customer Development Plan

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Building Your Customer Development Plan

  1. 1. Building Your Customer Development Plan Cindy Alvarez The Experience is the Product - http://www.cindyalvarez.com Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  2. 2. If you don’t have a plan... Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  3. 3. What we’ll cover • What should I ask and how? • Is this working? Iterate. • What does it mean? Finding patterns. • Devil’s advocate. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  4. 4. If customers could talk... • Here’s why it’s a problem. • Here’s how we try to deal with it now. • Here’s who is involved. • Here are the contexts where it’s a problem. • Here are our constraints. • Here’s what we’re willing to pay to solve it. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  5. 5. Teasing out the information • Who, what, where, why, how • “Other customers have told me...” • Expectations vs. realities vs. aspirations Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  6. 6. “Tell me about how you do _________ ...” • High-level • Don’t mention your solution • 60 seconds of silence Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  7. 7. “What did you originally hope to do be able to do with ______?” • Mental model of ‘how it should be’ • Listen for emotion here • If neither of these, IS there a problem? Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  8. 8. X “What’s wrong with what you’re using / doing now?” • Don’t put customer on the defensive. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  9. 9. “Are you able to do that as often as you’d like?” “Are you able to do that as easily as you’d like?” “How happy are you with the results? Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  10. 10. “Who works with you on doing ____?” • How will stakeholders change with your solution? Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  11. 11. “What other tools or processes have you tried?” • Thisis your competition. • Value anchoring. • Why not X? Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  12. 12. “If you could wave a magic wand and do anything with _____, what would you be able to do?” • Explicitly grant permission to ask for the impossible. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  13. 13. “Is there anything you’d like to ask me?” • Remember, it’s a conversation. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  14. 14. It’s not about you “The first rule of Fight Club is, you do not talk about Fight Club.” “You[r product] is not a beautiful and unique snowflake.” Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  15. 15. What I do (YMMV) • Ask for 20 minutes (Provide suggested timeslots or Tungle.me URL) • Emphasize no preparation needed • Phone or face-to-face • Let customer lead, encourage tangents • Take notes (silence is OK) Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  16. 16. Simple notetaking other tools Customer name how often Company what do they wish they knew? Date stakeholders do they use GA? Freeform notes Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  17. 17. Summarizing is critical (most companies skip this --> fail) surprises / trends / (in)validates hypothesis Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  18. 18. Stop! Are you learning? after 3 interviews • Am I getting the information I need? • Do interviews feel comfortable? • Am I talking to the right people? • Am I getting yes/no answers? Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  19. 19. Watching for Trends 1 person might be a nutcase 2 people means keep listening (and start asking others) 3 people is interesting Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  20. 20. “I’ve talked with other people who said [the opposite]...” • Peopletend to agree out of politeness • Disagreeing = emotion = validation! Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  21. 21. “If you could do ______, how would that make your life better?” • Dig deep. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  22. 22. How many is enough? • About 50 KISSmetrics interviews pre- MVP • About 20 KISSinsights interviews pre- MVP • No surprises in last 5 interviews? MVP. Copyright 2010 Cindy AlvarezTuesday, December 7, 2010
  23. 23. More resources from my blog • FAQ: Customer Development for Product Managers http:// www.cindyalvarez.com/learning/faq-customer-development-for-product- managers • The “Who” and “Why” of your Target Customer http:// www.cindyalvarez.com/lean/the-who-and-why-of-your-target-customer • The Plural of Anecdote IS Data http://www.cindyalvarez.com/learning/ the-plural-of-anecdote-is-data • Customer Development Interviews: What you SHOULD be learning http://www.cindyalvarez.com/communication/customer-development- interviews-how-to-what-you-should-be-learning • Customer Development Interviews: Finding People http:// www.cindyalvarez.com/best-practices/customer-development- interviews-how-to-finding-people Copyright 2010 Cindy AlvarezTuesday, December 7, 2010

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