Listening to Passengers |
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Old sea dogs know how to steer a ship but are not always the best at communicating, especially with passengers!
Similarly, managers of high tech companies are often engineers or scientists that do not always listen well to their customers. Customer interviews may then point to a hidden gem or uncover a fundamental flaw.
Case |
Customer interviews. |
Challenge |
Investors in a software company wanted to confirm its marketing approach and to interest new investors to support the company's growth. |
CBMI Approach |
CBMI set phone interviews with representatives of 7 corporate clients from all layers of the distribution channel and working in various functions. CBMI quickly adapted its standard interview guide to the specifics of this case. This guide is designed to put interviewees at ease and to focus promptly on the area of interest. As often, some interviewees demanded anonymity. Following the interviews, CBMI filled in the interview log and prepared an analysis and a presentation. |
Outcome |
The interviews demonstrated the strong interest of the distributors for this software package and the excellent relationship with the company's representatives. Largely based on CBMI's report, the company was able to secure funding from new investors. |
For further details on CBMI's methodology, see the article Customer Interviews: An Essential Step in Assessing Fast-Growing High Technology Companies.
