Customer Discovery

Hi,

Please read the below text that I have given you.Also, I am attaching a document to this as well for you to look at. It came directly from the professor and is a guideline. This is a very very strict professor. I work in mental health so please make the focus on that. The interview’s that I would use are Team Leader, Clinical support, administrative assistant, Social Worker, Councilor, and contract coordinator.

In preparation for your final project, conduct a Customer Discoveryto determine gaps in practice and possible innovative solutions. Readattached paper on how to conduct Customer Discovery. You may do this assoon as you would like to.Interview at least 6 key stakeholdersusing the 6 questions below. When complete, write a summary indicatingwhen you conducted the interviews, where you conducted the interviews,how many people you interviewed and their roles, and summarize theirresponses.

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1. If you had a magic wand, what is the one thing you would like to fix (gap in practice)?

2. How do you know this is an issue (data rules!)?

3. Why is this such an issue?

4. Tell me about the last time that you encounteredthis problem.

5. What have you done to solve this problem and how are you currently attempting to solve it?

6. Why have previous solutions failed?

Best Practices for
Customer Discovery  
Dean  Chang  
talkingtohumans.com
Why interviews?
TOP 10 !
STARTUP MISTAKES!
#”1″
#”2″
Hiring”Poorly”
Score: 153!
#”
3″
18% of Tot.!
Building”something”
nobody”wants”
Lack”of”Focus”
Score: 112!
13% of Tot.!
Score: 300!
36% of Tot.!
Score: 98!
#”
4″
12% of Tot.!
Fail”to”execute”
Sales”&”MarkeJng”
#”10″
#”9″
#”8″
5″
6″
7″ #”
#”
#”
100#
TM#
First#Hits#
www.100FirstHits.com”
8. Spending Too
Much Money” 18 (2,1%)”
5. Not Having The Right
66 (7,9%)”
Co-Founders”
9. Failing To Ask 12 (1,4%)”
For Help”
6. Chasing Investors,
Not Customers”
10. Ignoring Social 6 (0,7%)”
Media”
7. Not Making Sure You
Have Enough Money” 28 (3,3%)”
45 (5,4%)”
Have You Talked to Everyone You Should?
Key to Learning from
Customer Interviews
Giff  Constable  
#1. Don’t pitch or talk about
your idea or solution
Goal is not to convince them
to like your idea
#2. Do more listening
than talking
Use precious time to learn
#3. Ask open-ended questions
Ask who, why, how about pain
points & how they currently
make decisions
Ask About Pains & Needs, Not Features
Are You Talking to Relevant Customers?
#4. Your questions should try
to invalidate your hypotheses
about your project
#5. Disarm
“politeness training”
Disarm Polite Behaviors
#5. Parrot back to confirm
Interrupt when you don’t
understand
Parrot Back and Confirm What You Heard
#6. Thank them – and ask for
introductions
“What did I forget to ask?”
“Is there anyone else you think
I should meet?”
Customer interviews should be
FACE TO FACE! (or by Skype)
Cold Calling Interview Tips
• Warm contacts work much better than
cold calling
• Ask someone to introduce you or
mention who referred you
• Get their attention with honesty and/or
flattery
• “I’m told you are the expert in this
field” and “I’m just looking to get your
advice and insight”
• Establish credibility with HHS Ignite
Why talk to 50 customers/
stakeholders?
• It works!!!
• Best way to validate hypotheses about the
problem you’re solving
• Pattern recognition – requires enough
data points (i.e., enough interviews)
• Some of you have multiple Customer
Segments
• Industries like healthcare have very
complex ecosystems
If your interviews are not leading
to Product Market Fit (CS/VP) …
You may need to change CS
and/or VP hypotheses and/or
PIVOT
Any Really Great Interviews or
Really Bad Interviews
Before Today?
Interview Role Play
Mock Interview:
vacciNATION mobile app for
parents to track vaccination status
Mock Interview:
Global Staffing Accelerator
online job matchmaker
There are no answers in this meeting
room, in your office, your lab, etc.
Get out of the building!!!