Mastering Customer & Partner 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.