Step By Step Instructions To Transcribe Interviews For Client Projects

Instructions To Transcribe Interviews For Client Projects:

Sharpen marketing informing and messaging

A short intro to customer interviews

Customer interviews are a common mechanism for gathering the voice of the customer (VOC). Customer interviews are usually conducted one-on-one with an individual customer or with a small number of people from the same business or family unit. They provide an opportunity to get in-depth information from a single customer.

The customer interviews are used to understand the following:

• What are the customer’s business issues (if applicable)?
• What is the customer’s problem or need?
• How will the specific product solve the customer’s problem or customer need?
• What are the specific customer needs that must be satisfied to address the customer’s problem?
• What are the priorities of these needs? What’s most important to the customer in making a buying decision?
• What are the strengths and weaknesses of our product(s) vs. the competition?

The first step in the whole process is to identify which customers to interview. Based on the market segment characteristics or dimensions, your organization should work with marketing and sales specialist in order to identify potential customers. You should keep in mind what are your current customers, what are your competitor’s customers, and what are the potential customers of both. You should use a variety of company contacts, channels and mechanisms to pursue a customer visits and interviews. If the interviews are with a business, schedule meetings with individuals in different functions that interact with the product. This would include direct users, purchase decision-makers, support, data centers, etc.

In general, there are two types of customer interviews: planned and ad-hoc. Planned interviews are scheduled ahead of time and typically longer in duration (e.g., one-half to two hours. Ad-hoc interviews are requested on the spot (e.g., in a shopping mall or store) and are shorter in duration (e.g., five to fifteen minutes)

It is important to prepare for the interview in advance. Often it is necessary to schedule planned interviews at least one to three weeks in advance, so plan adequate lead-time. Create a benefits message, e.g., key role in defining next generation product, define a product that best meets their needs. Set expectations on the amount of time required (e.g., it will take 30 minutes or 60 minutes for the interview), the purpose (e.g., we’re here to listen to your issues and needs; this is not a sales call), preparation (e.g., no preparation is required), and other considerations (e.g., no proprietary information will be asked about). Develop a script or list of questions to guide the interview and assure that the necessary information is obtained.

When conducting the interviews, one person asks the questions and one person should take notes. Consider audio or video recording the interview, but obtain permission first. A Marketing or Sales representative to the company being interviewed may play the host. During the interview, make sure to cover the script discussion areas, but allow for open-ended discussion. It may be necessary to schedule a follow-up interview to review needs that were determined, their priorities, and obtain a further competitive evaluation.

After the interview, the interview notes and any recordings will need to be summarized and distilled into a set of distinct customer needs.

Before conducting customer interviews, there are a few things to consider:

• Focus on the problem. The first thing to understand: You are not selling anything. Chances are you don’t have anything to sell yet, so focus on the problem first.
• Define customer archetypes. It’s crucial to understand to whom you need to talk. Take your time when you define the customer. Give them names. Don’t simply list institutions. Understand their role.
• Develop an agile mindset. While you want to keep the conversation on topic, it’s important to remain agile when unexpected and new information arises. Agility will allow you to keep the interview going to collect more relevant and meaningful information.
• Be prepared to listen and learn. It bears repeating: you’re not selling anything. Your goal is to gather as much valuable information as possible. It helps to record customer interviews – with permission – so you can stay fully engaged in the conversation while ensuring you capture all of the information during the interview.
• Conduct video interviews, when possible. While nothing quite replaces face-to-face interviews, during the COVID-19 pandemic, video chats are a worthy alternative. Unlike email or phone interviews, video calls allow you to make a connection and to better read people’s facial expressions when they’re sharing information with you.

Translating statistical surveying interviews shouldn’t be a dull aspect of the cycle. Gglot offers a quick, precise, and affordable transcriptions, permitting scientists to zero in on investigating their information, improving their meetings, and conveying important bits of knowledge to their customers.