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Creating the Best Webinar Experience through the Value Innovation Process

Posted by Beth Toeniskoetter on
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Since the beginning of ReadyTalk time, listening to customer feedback has always been at the top of our list for how to best improve our product offerings. But how do we take that one step further, to ensure we are developing the right things, at the right time, while helping to accomplish our customer’s goals?

The answer is: contextual interviewing, a concept refined by consulting firm Value Innovations, Inc, from the book Blue Ocean Strategy, written by W. Chan Kim and Renée Mauborgne. Contextual interviewing enables us to uncover our most important customers’ (all of them, of course!) unmet needs through a series of questions that reveal the opportunities and challenges they face through their jobs each day. By identifying various goals and key metrics that their teams are measured by, we will be able to better define the next level of enhancements to the ReadyTalk products.

So how do we get started? Over the past few weeks, several ReadyTalk employees, across various departments, went through an extensive training process, provided by Richard Lee of Value Innovations Inc. After breaking out our customer base into two types of use cases (Marketing User and Collaboration User), we developed a list of general questions for the 1st round of interviewing that will help us get to the core needs of our customers, and how we can help them through the world of webinars.

Who participates? The contextual interview process is a team effort and includes individuals from marketing, development, strategic account management, customer care, and events management, as well as our executive leadership. Each department brings a unique perspective to the table on uncovering the unmet needs of our customers.

What’s next? Now that we have identified the different thought leaders using the ReadyTalk product, ranging from small meetings to large events, it’s time to start the 1st round of interviews. In the coming weeks, we will be gathering feedback from both our marketing and collaboration users. Stay tuned to learn how the contextual interviews progress!


Beth is a Product Marketing Manager and works with our customers to understand their needs as they relate to event services and conference center, which is the dashboard for scheduling, hosting and managing audio and web conferences. Outside of the office, Beth loves to spend time with family and friends, cook, and hit the slopes.


Name: ReadyTalk Blog » Blog Archive » Contex
Time: Wednesday, March 9, 2011

[...] Beth introduced you to the Value Innovations process. She focused on ReadyTalk’s recent project to conduct what Richard Lee calls Contextual [...]

Name: Dick Lee
Time: Thursday, March 24, 2011

Beth, You are off to a great start. The next challenge will be to analyse the outputs from the 1st round of interviews. The nuggets are there, you just have to spend the time looking at the interviewees comments and deciding what ELEMENT OF PERFROMANCE it fits under. Analysis is critical and time consuming but at the end of the day you'll find it's worth the effort

Name: ReadyTalk Blog » Blog Archive » Where
Time: Tuesday, August 9, 2011

[...] Value Innovations has been an extremely important process at ReadyTalk for further understanding two of our key customers: The Marketing User and the Collaboration User. The feedback we’ve obtained from Value Innovations Contextual Interviewing process is key for future development as it uncovers our most important customer’s unmet and unarticulated needs. Learn more about the Contextual Interviewing Process at ReadyTalk. [...]

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