Today, Ah G will talk to you about the actual case, how to do in-depth interviews with B-end users.
We can divide the whole interview process into three stages: before the interview, during the interview, and after the interview.
1. Before the interview
1. Clarify the purpose of the interview
Be clear about the purpose of the interview first, so that you don’t get lost in the Number List follow-up conduct and conclusion of the interview.
For example, I was doing CRM before, and the demand was to make the company's customer-facing business online, so as to facilitate the management and accumulation of digital assets.
Then the purpose of the interview is at least:
Understand the specific reasons for going online and the expectations of different user groups;
Understand the workflow of the offline sales line (involving departments, positions, work modes, work inputs and work outputs) and their pain points.
2. Familiarize yourself with the background of the interview
To get familiar with the background, do at least 2 things:
Understand the interview role and what it does;
Be able to communicate smoothly with users using professional vocabulary in the field.
It is easy for novice product managers to miss point 2, and they often rush to find users when they receive a demand.
"What do you usually do in this business?"
"Why move online?"
"What features do you need if you move online?"
B-end business is generally more complex and highly professional. If you do not do some homework before the interview, it is likely to cause:
The interview efficiency is very low: the two sides do not understand each other very well, and the whole interview process is constantly explaining each other
Distorted interview results: misunderstanding but not knowing, or omitting some people who should be interviewed
For example, when doing CRM system research, if you don't know what "listing", "lead" and "inheritance" are, then the interviewee will have to keep explaining to you during the interview process, which wastes a lot of time and makes the other party I feel that you are unprofessional and unwilling to communicate with you in depth