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The quick guide for conducting in-depth interviews

A quick guide for conducting in-depth interviews of customers. The quick guide consists of 12 infographics and 5 interview cards.

 

Infographics are the fastest and easiest way to learn how to conduct an in-depth interview of your customers. They explain the basics you need to know to get real and meaningful customer insights. A well-conducted in-depth interview should also be an interesting learning experience for your customers.

 

The interview cards at the end of the guide should be printed on a desktop printer and used to guide the in-depth interview.

Limited offer. Normal price is 20 EUR.

VoC car example

 

Familiarize yourself with and test the “Voice of the customer deck of cards method.”

The car example lets you try out how to perform a card deck dialogue with customers, document the results, and analyze the data.

 

This package is also excellent for training purposes or demonstrating the method to people without using sensitive data.

 

Value cards

  • 3 decks of Value cards including leaflets describing the gamification process. The leaflets are also used for the collection of customer profiling data. Each deck contains nineteen cards with typical value stories for customers of premium cars plus three sorting cards.

 

Training material

  • A video on how to perform the card deck dialogue with a customer.

  • The quick guide for conducting in-depth interviews of your customers to capture value stories.

 

Software modules

  • 1 copy of the VoC-input module that documents customer profiling data, card sorting and benchmarking results. The module VoC-input can also decrypt data from the module VoC-collect.

  • 1 copy of the VoC-collect module, which is a custom-built easy-to-use alternative for collecting VoC data in the field. The module writes and sends a thank you email to customers (in their native language), encrypts and transfers VoC data by email, and sends an email reminder to the researcher.

  • 1 copy of the VoC-analyze Basic module, which is used for analyzing collected data from multiple perspectives including a SWOT. The module includes data from four previously made card deck dialogues. There is also room to add your own data in the module from the three decks of Value cards included in the package.​

The three decks and a USB-card containing the training material and programs will be mailed.

 

The price of the car example package is 150 EUR.

VoC Prototype

 

Visualize and demonstrate the “Voice of the customer deck of cards method” with your own value stories, logotype and customer profiling data.

​The Prototype package is a fast and straightforward way to prototype the VoC deck of cards method.

 

The package includes 9 tailor-made decks of VoC cards and leaflets, and the software needed to analyze the result of 9 card deck dialogues with customers.

The best way to convince opponents to the VoC deck of cards method is to run a prototype study – meeting real customers with your own tailor-made cards and leaflets. An excellent learning experience for your entire organization.

This package is outstanding for demonstrating the method and convincing people of the many benefits.

Value cards

  • 9 decks of a maximum of twenty tailor-made Value cards with your own value stories, logotype, and benchmarks

 

9 leaflets describing the gamification process on the front side. You can tailor-make ten different customer profiling data fields on the backside of the leaflet. The backside also has some predefined profiling data fields.

Training material

  • 1 copy of the printed flip-book. A total of 179 pages with around 350 infographics in full color. Step by step instructions on how to perform all activities from the first in-depth interviews of your customers to analyze the database of the card deck dialogues.

  • A video on how to perform the card deck dialogue with a customer.

  • The quick guide for conducting in-depth interviews of your customers to capture value stories.

​ Software modules

  • 1 copy of the VoC-quickstart Prototype module. This module is used to document your value stories, benchmarks, and customer profiling data.

 

You can specify up to twenty different value stories. Each to be printed on a separate Value card.

You can specify up to ten different customer profiling data fields to be printed on the backside of the leaflet.

 

The module will generate a file with your tailor-made data which needs to be uploaded to us. We will use this file for designing the Value cards and your leaflet. This file is also used for configuring the VoC-analyze Basic module (the database for storing and analyzing your VoC results).

  • 1 copy of the VoC-input module that documents customer profiling data, card sorting and benchmarking results for the customer dialogues.

  • 1 copy of the VoC-analyze Basic module configured for your data.  The module is used for storing and analyzing your data from multiple perspectives including a SWOT.

​The price of the Prototype package is 950 EUR.

VoC Fast

 

The Fast package is designed for VoC projects on a tight budget and time schedule.

 

You provide us with your value stories and profiling data. We will design the value cards, design the leaflet, print everything, and configure all programs including the database.

 

Everything can be done under a week, and you will be ready to start collecting your VoC data.

 

The Fast package helps you run a successful VoC study in a fast and resource-effective way.

 

Training material

  • 2 copies of the printed flip-book. A total of 179 pages with around 350 infographics in full color. Step by step instructions on how to perform all activities from the first in-depth interviews of your customers to analyze the database of the card deck dialogues.

  • PDF Flipbook, and a license to distribute it to 10 people in your team. Same content as in the paper flipbook.

  • A video on how to perform the card deck dialogue with a customer.

  • The quick guide for conducting in-depth interviews of your customers to capture value stories.

Value cards

  • 36 decks of a maximum of twenty-five tailor-made Value cards with your own value stories, logotype, and benchmarks

 

  • 36 leaflets describing the gamification process on the front side. You can tailor-make twenty different customer profiling data fields on the backside of the leaflet. The backside also has some predefined profiling data fields.

Software modules

  • 1 copy of the VoC-quickstart Fast module. This module is used to document your value stories, benchmarks, and customer profiling data.

 

You can specify up to twenty-five different value stories. Each to be printed on a separate Value card.

You can specify up to twenty different customer profiling data fields to be printed on the backside of the leaflet.

 

The module will generate a file with your tailor-made data which needs to be uploaded to us. We will use this file for designing the Value cards and your leaflet. This file is also used for configuring the VoC-analyze Basic module (the database for storing and analyzing your VoC results).

  • 1 copy of the VoC-input module that documents customer profiling data, card sorting and benchmarking results for the customer dialogues.

  • 1 copy of the VoC-analyze Basic module personalized and configured for 50 card deck dialogues. The module is used for storing and analyzing your data from multiple perspectives including a SWOT.

​The price of the Fast package is 2.250 EUR.

To increase the number of decks of Value cards and leaflets as well as expanding the database is both inexpensive and fast.

VoC Shine

 

The Shine package is for the professional user who wants to run a multilingual or global VoC-study with full control over everything.

Our feature-rich Shine package helps you run a professional VoC study in a fast and resource-effective way. It is easy to later add additional software, support, or printed material at any time.

 

Training material

  • 5 copies of the printed flip-book. A total of 179 pages with around 350 infographics in full color. Step by step instructions on how to perform all activities from the first in-depth interviews of your customers to analyze the database of the card deck dialogues.

  • PDF Flipbook, and a license to distribute it to 15 people in your team. Same content as in the paper flipbook.

  • A video on how to perform the card deck dialogue with a customer.

  • The quick guide for conducting in-depth interviews of your customers to capture value stories.

​​

Interview cards

  • 5 sets of printed Interview cards in English. They are used to guide you through, and increase the quality of your in-depth interviews of customers.

 

Value cards

  • 100 decks of your unique Value cards, including leaflets to collect your customer profiling data. The cards will be printed with your exclusive value stories and logotype.

Each leaflet describes the gamification process on the front side, and you can freely define how many different customer profiling data fields as you like to be printed on the backside. Usually not more than 60 data fields can fit into the leaflet.

Software modules

  • 1 copy of the VoC-xml which enables you to view and prototype your Value cards.

  • 1 copy of the VoC-translate a complement to the module VoC-xml for handling value stories in multiple languages. Simple back and forth interaction with Google translate to control and check translations. Preview Value cards in two different languages side by side. 

  • 1 copy of the VoC-cards which creates print-ready PDF for your value cards. This file is uploaded to us for printing. The print-ready PDF can also be used if you later want to increase your sample size and have the cards printed locally.

  • 1 copy of the VoC-leaflet which creates print-ready PDFs for your leaflets and instructions. This file is uploaded to us for printing.The print-ready PDF can also be used if you later want to increase your sample size and have the leaflets printed locally.

  • 1 copy of the VoC-input documents customer profiling data, card sorting and benchmarking results.

  • 1 copy of the VoC-quickstart module. This module is used to document your value stories, benchmarks, and customer profiling data.

 

You can specify up to thirty different value stories. Each to be printed on a separate Value card.

You can specify up to sixty different customer profiling data fields to be printed on the backside of the leaflet.

 

The module will generate a file with your tailor-made data which needs to be uploaded to us. This file is used for configuring the VoC-analyze Basic module (the database for storing and analyzing your VoC results).

  • 1 copy of the VoC-analyze Basic module licensed for 110 deck of cards, which is a powerful program to visualize, analyze, and share your VoC data from the card deck dialogues. ​

​The price of the Shine package is 5.450 EUR.

To increase the number of decks of Value cards and leaflets as well as expanding the database is both inexpensive and fast.

Your VoC will make a difference

This is in our experience the best way to start your Voice of the customer journey:

 

Start by setting up the right objectives

A Voice of the customer (VoC) is much more than just a tool to do market research. The objective of a best practice VoC is to achieve the following four goals simultaneously:

  • Training of your people to build a customer-centric culture

  • Strengthen the relationship with your customers

  • Get real and groundbreaking customer insights

  • Become a fact-driven organization

 

Achieving the above objectives will have a dramatic impact on your customer value, profitability and growth. One study made by the Aberdeen Group showed that the VoC best practices companies had 10 times greater year-over-year increase in annual company revenue (48.2% vs. 4.9%) compared to average companies. You need to set bold targets and get management buy-in on these objectives to motivate the effort.

 

Create awareness and knowledge

Use the videos in the Customer value challenge or our Flipbooks to create awareness of what it is you need to do to reach the bold objectives. A VoC is not a quick-fix solution, and people need to understand that you need to invest people, time and resources to achieve the goals. Most people are willing to do that, but you have to inform them about the 8 steps required. To buy a few copies of our flipbook and hand out to critical decision-makers or set up some meetings and watch the Customer value challenge videos will only cost you a few Euros. It gets you started on your journey.

Attach the VoC to some other initiative

The best is if the VoC could be part of some other initiative already going on in your company. Maybe there is a project already running to increase profitability, grow your market share, open up new markets or develop a new line of products. The VoC could maybe become an essential component in that initiative.

 

Set up the VoC project

If you have successfully done the above three activities you are ready to set up your project. And you are not alone. We could assist you in many ways to do that. Everything from a short Skype meeting to help you avoid typical pitfalls to on-site help. No two projects are the same, and the support needs to be tailored to your unique challenges and circumstances.

 

Run the VoC project

We have created a base package with everything you need from training material, software and printed material to run a complete VoC with 100 decks of cards. You will find a list of what is included below. This is the minimum of what is required, and if you have a dedicated and experienced team maybe you don't need more. If you need your cards in multiple languages, more support or something else it´s easy to add on. 

 

Our business idea is to make your VoC a success. We have 18 years of experience and made more than 30 global projects. We know what works in practice. Our proven 8-Step-VoC process will navigate you around the pitfalls and guarantee that you reach your objectives.

Our pricing is per “Voice of the customer” study and depends on the level of support, the sample size and the type of software you require. The start is always a Base package complemented with what you need for your particular project.

Join the Customer value challenge and learn how to transform customer value into a concrete and practical tool to drive profitability, growth and sustainability.

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