Mastering Customer & Partner Interviews
What you'll learn
- How to build a strategy for interviewing target customers & partners
- Best practices for preparing for and conducting effective, professional interviews with ease
- Tips for documenting, sharing, and acting upon the information you collect in these interviews
Whoever understands the customer best wins!
It really is as simple as that. Whether you are selling direct to customers or through the channel, your success as a business is in understanding the customer journey. Do you know their journey? Are you able to read the signs on what you need to do to stay relevant (and preferred) to your customers and partners?
How well do you truly understand the business problems facing your customers and partners? The pace of business is ever-increasing, and customer needs and wants evolve equally fast. As Marketers and Customer Success advocates, you must be ever-vigilant. And to be vigilant, you must learn how to listen.
This course teaches you how to effectively interview your customers and partners.
Interviewing customers and partners is one of the most effective techniques for learning how and why customers use your products and services. Or why they aren’t! More importantly, conducting customer and partner interviews as part of a strategic program will invite you to challenge your assumptions and open doors to new possibilities.
Most people are terrible interviewers.
The reality is that unless you are interviewing your customers all the time, you aren't able to get good at this. Like learning any skill, it takes time and practice. We can help.
Successful interviewing requires skill, discipline, and the ability to actively listen. When done well, interviewing your strategic customers and partners will reveal insights and guidance that will save you months of wasted time and effort. Interviews are the best way to validate your product vision and connect it with data you gather along the customer journey.
Learn from the pros.
Learn from Mike Gospe and Karyn Holl, a team of professional Advisory Board facilitators and Customer Success experts who have interviewed hundreds of customers and partners ranging from end users to CEOs. We've learned from experience and created this practical, pragmatic course for you. We share our experiences, best practices, and templates so you, too, can become an expert interviewer.
Who this course is for:
- This course is designed for Business-to-Business executives
- Product marketers
- Product managers
- Customer success and customer experience leaders and practitioners
- Company executives
- Anyone interested in learning from customers and partners in order to build better products and services
- Anyone who wants to improve their skills and confidence in interviewing and listening
Mike Gospe is a noted author of marketing "how to" books and practical "hands-on" workshops for individuals and marketing teams of all sizes. For more than two decades, he's been inspiring marketers and product managers to reach their "next level" of personal performance. He challenges the status quo and creates a fun, fast-paced environment to help marketers and business people think outside the box. His tools and techniques have been adopted by companies around the world, helping them to get "real work done" as they strive for marketing excellence.
Mike is the author of a number of marketing "best practices" books, including, Marketing Campaign Development, and The Marketing High Ground.
I help companies and individuals create impactful change through consulting and coaching.
I guide companies to make strategic decisions through voice of the customer and partner surveys and interviews. The resulting individual feedback and overall trends enable us to apply what we learn to take strategic action.
I marry my education in psychology, coaching, sales and marketing, with my experience building teams, strategies and my own business to deliver results and enable clients to reach their goals.