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Getting to the Good Stuff: The 1st Round of Contextual Interviews

Posted by Beth Toeniskoetter on
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The contextual interviewing process continues! Last week, Scott (aka Skippy) discussed some of the simple rules we are following as we learn more about what our customers face on a daily basis, and ultimately, how ReadyTalk can help.  In the past few weeks, several folks across ReadyTalk have been preparing and conducting interviews with some of our most important customers.

As you may recall, we originally identified two types of use cases within our customer base: The Marketing User and the Collaboration User.  After some additional discussion, using the Value Innovations process, we discovered that our most important customers are the Marketing User and the IT Specs/Contracts User.  The Marketing User is primarily responsible for driving new customer leads and/or continuing engagement with existing customers, while keeping a strong focus on their company’s products and services. And consequently, they are heavy users of ReadyTalk webinars!  The IT Specs/Contracts User is responsible for administering several technical and operational solutions across their company, including web and audio conferencing solutions. Each of these users has unique needs within their roles, but both often greatly depend on a reliable solution.

So what have our teams been up to exactly?  The team focused on the IT Specs/Contracts User is in the process of identifying the elements of value for this type of customer, and getting the first round of interviews on the schedule.  The Marketing User team has held some interviews and is starting to identify some of the common themes of what keeps our customers up at night.

Looking for a sneak preview on what’s important to the Marketing User?  Here are some of the major themes:

1)  My customers are exposed to so much information in our industry, how do I become more effective at getting our message across?

2)  What are the best methods of following up with customers and prospects after a webinar?

3)  How do we create a community within our customer base?

4)  I use several tools and platforms in my role, how do I integrate these to make me more efficient?

Stay tuned for a preview on what we are learning from our IT Specs/Contracts User and what we can expect from the 2nd round of contextual interviews!

Beth is a Product Marketing Manager and works with our customers to understand their needs as they relate to event services and our conference center, which is used to setup the details of our clients' upcoming meetings. Outside of the office, Beth loves to spend time with family and friends, cook, and hit the slopes.


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