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CUSTOMER INTERVIEW GUIDE
Page PAGE 1 DATE \l 11/27/96
Date:
Interviewee
Business Name
Position/Dept.
Phone
Interviewer(s)
NOTES:
1. Business Summary
Size of business:
Volume of business with client:
Length of relationship with client:
Change in volume of business over the term of the relationship:
2. Integrated Customer Management
Overall satisfaction with client relationship.
Propensity to repurchase when given a choice.
Propensity to recommend client to someone else.
The key factors (ranked) that differentiate the client from its competition.
3. Product Development
Satisfaction of products/services.
Ideas for client to better meet customer’s needs.
4. Marketing
Satisfaction of marketing material.
Awareness of products/services.
Clarity of marketing message and effectiveness of promotions.
Why some materials are clearer and more effective than others.
4. Sales Distribution
Satisfaction of services provided by sales force.
Nature of the relationship with sales reps.
Key services that the sales force offers.
Value added to customer’s business by sales reps.
5. Customer Service
Satisfaction with service after the sale has been made.
Nature of the relationship with service reps.
Clarity of distinction between sales and service - points of contact.
INTERVIEW DEBRIEF ANALYSIS:
(together with your interviewing partner, debrief the interview and summarize your analysis of what you learned)
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