💡 Customer interview questions
Great Florence,
My comments in line below in green. I think we have something to run with here.
Copying the Matogen Brain Trust into the email so they can help us formulate and refine.
W
On 13 Mar,2024, at 11:25, Florence Siamsipa <florence@gikko.net> wrote:
Hi Winston,
As discussed yesterday, please see below the draft of the proposed customer interview questions.
Objectives of the customer interview:
My comments in line below in green. I think we have something to run with here.
Copying the Matogen Brain Trust into the email so they can help us formulate and refine.
W
On 13 Mar,2024, at 11:25, Florence Siamsipa <florence@gikko.net> wrote:
Hi Winston,
As discussed yesterday, please see below the draft of the proposed customer interview questions.
Objectives of the customer interview:
- To create brand awareness.
- To create positive brand affirmations.
- To cross sell and upsell.
- To fine tune our unique value proposition.
- To create and maintain good blood with customers.
Winston: Can we utilise this stage to actually put our customer and their products/services front and centre rather than just be inward looking?
Proposed target customers:
CABS
CBZ
Old Mutual
Nyaradzo
NMB
Mukuru
Fidelity
The list will be continuously updated.
Winston: I would be inclined to target a more diverse sector to start with. One FSI, One insurance, etc etc
Proposed dates: The target is to start by the flighting by 17th of April.
Winston: Does this give us enough time to adequately prepare and have our invitees accept? Equally think about executives being away from office during Easter holidays/school holidays. I would have thought end of April early May would be a better starting point.
Requirements: Camera, Gikko background banner.
Winston: Is this a virtual or physical interaction? VLOGS or PODS need really good kit to make them appear professional. I am happy to invest in this IF we are certain this could comprise a longer term strategy for our marketing. In this regard I would be inclined to establish
1) potential targets
2) potential viewrs/listeners
If the pool is shallow, the strategy will be short-lived. If the pool is deep we could make this part of a 12 month-18 month series.
1. What's your professional background?
Winston: Why only professional? As a communications company do we not want to try and delve deeper into the real backgrounds?
2. What do you view as the most important metrics to measure effective customer communication?
Winston: I wonder if this sort of question is too much jargon and business like - what about dumbing it down; “ What type of message channel gets most of your attention?” (They’ll probably say Whatsapp and we need to prepare a response accordingly). Perhaps an A/B slit set of questions would be applicable in this regard.
3. What impact does communication have in relation to the organisation's brand?
4. What is your projection on business communication channel trends in Zimbabwe in the next 5yrs. Given that currently SMS is topping the charts.
Winston: I would rather be inclined to ask them about their business trends not ours. They might be hesitant to answer this given that they know we know more than them on this topic.
5. What was going on in your business communication,that was a problem before you started using Gikko mobile messaging? .
Winston Like (2) perhaps rather ask something like “what did you guys do before SMS”. Make it fun. People like reflecting on the past and the ‘old ways’.
6. What convinced you to try our mobile messaging platform?
Winston: Again, too Gikko centric. What about following on from (5) and saying “So what are the news ways that your business is communicating with it’s customers?"
7. What would you say to somebody who is on the fence on signing up?
Winston: I like this but perhaps change slightly - “What would you say to somebody who is looking to enhance their communications strategy"
8. What is your favourite feature on the Gikko mobile messaging platform?
Winston: This might put them on the spot if they don’t really know - I guess it would depend on the interviewee. But I like the principle.
9. What enhancements would you like to be added to the system?
Winston: Double edged sword question especially given we don’t control or own the tech. What about something more generic: “ Apple or Microsoft/ iPhone or Android? "
10. Please share your closing remarks?
Winston: We should keep the conversation in the direction we want it to end; “ Multiple choice question: What channel of communication is most widely viewed in Zimbabwe? A. WhatsApp B. USSD C. SMS
Something along these lines.
Winston: I wonder if this sort of question is too much jargon and business like - what about dumbing it down; “ What type of message channel gets most of your attention?” (They’ll probably say Whatsapp and we need to prepare a response accordingly). Perhaps an A/B slit set of questions would be applicable in this regard.
3. What impact does communication have in relation to the organisation's brand?
4. What is your projection on business communication channel trends in Zimbabwe in the next 5yrs. Given that currently SMS is topping the charts.
Winston: I would rather be inclined to ask them about their business trends not ours. They might be hesitant to answer this given that they know we know more than them on this topic.
5. What was going on in your business communication,that was a problem before you started using Gikko mobile messaging? .
Winston Like (2) perhaps rather ask something like “what did you guys do before SMS”. Make it fun. People like reflecting on the past and the ‘old ways’.
6. What convinced you to try our mobile messaging platform?
Winston: Again, too Gikko centric. What about following on from (5) and saying “So what are the news ways that your business is communicating with it’s customers?"
7. What would you say to somebody who is on the fence on signing up?
Winston: I like this but perhaps change slightly - “What would you say to somebody who is looking to enhance their communications strategy"
8. What is your favourite feature on the Gikko mobile messaging platform?
Winston: This might put them on the spot if they don’t really know - I guess it would depend on the interviewee. But I like the principle.
9. What enhancements would you like to be added to the system?
Winston: Double edged sword question especially given we don’t control or own the tech. What about something more generic: “ Apple or Microsoft/ iPhone or Android? "
10. Please share your closing remarks?
Winston: We should keep the conversation in the direction we want it to end; “ Multiple choice question: What channel of communication is most widely viewed in Zimbabwe? A. WhatsApp B. USSD C. SMS
Something along these lines.
Winston has given a lot of feedback (green) I think the mechanism is going to be important - the questions can be reshaped as Win has suggested
What do you think?
We'd need to consider timing - is this feasible for you to do by the end of April. If they are open to pushing the timing, I'd be leaning towards May
Lastly, I am not keen to let you go without additional resources for dev - we are falling behind on our work so the timing of this would be critical.
There's lots that can be discussed with Gikko in person, but we also have a lot of work to do for them as it stands with hard goals and dealines so how this plan fits into the broader strategy is important. Is this the going to move the goal post and get us the traction we need?
What would be awesome is if we have a two-camera set-up that captures the Gikko customer as well as the Gikko interviewer. Making the interview more conversational will be more engaging because there is flow and personality as opposed to hard-set questions that are not open-ended and may be a bit robotic. This would also allow the interviewer to create banter while getting insights into the customer's business and industry, and how Gikko fits into their operations.
If they want to do this, I would caution rushing the efforts leading up and rather give it time in development to gear the questions for specific customers. Not every business is the same so going at it with the same strategy for different clients might not work – and will likely not stand the test over 18 months. In saying that, some questions would be asked in all, but some customisation is essential for the different contexts.
Going to mail the Gikko's - please confirm the list is correct and I have not missed anything:
Our feedback is -
I was basing my comment on what Winston said -"Winston: Is this a virtual or physical interaction? VLOGS or PODS need really good kit to make them appear professional. I am happy to invest in this IF we are certain this could comprise a longer term strategy for our marketing. In this regard I would be inclined to establish".
So don't go buy anything till you have proof of concept