This document provides questions for a customer interview to understand the customer's needs, purchasing decision process, experience using the product, and opportunities for improvement or expansion. The questions ask about the customer's role and decision making process, the problem being solved, criteria for purchase, implementation experience, product usage, recommendations, desired changes, and additional potential use cases within the company.

7. You are not the target customer What people are not saying is as
important than what they do say
What people say and what people do
often doesn’t line up

9. #1
Tell me about yourself. What is your
role in the organization? How long
have you been there? Did you make
the purchase decision? Who did?

10. #2
What problem are you solving?
How big is this issue? What does it cost
in terms of time, people and
opportunity?

11. #3
How or where did you first learn about
the company? What other companies or
solutions did you consider in the
process?

12. #4
What was your success criteria for
purchasing? How did you establish the
criteria? Did the product meet it?

13. #5
What was your experience using the
product? How long did it take to
implement? Time, people, resources?
How was the company to work with?
How quickly did they respond?

14. #6
What is the MOST important feature of
the product? Who is currently using the
product and how can you get more
people to use it?

15. #7
What would happen if we took the
product away tomorrow? What
would you do instead?

16. #8
Have you recommended the product
to anyone else/other companies?
Who?

17. #9
If you had a magic wand, what is one
thing you would change or add to the
product?

18. #10
If you could, would you invest your
annual bonus in the company?

19. Bonus Question
Are there other use cases in your
company that this product could
address? What is preventing this from
happening?

20. You are not the target customer What people are not saying is as
important than what they do say
What people say and what people do
often doesn’t line up