Ask a Better Customer Interview Question
Use JTBD interviewing to uncover the buying trigger behind a won deal.
Rina R Customer operations lead 1 Open 2 Diagnose 3 Align A marketer has 20 minutes with a new customer. The old script asks, "What do you love about us?" The case study needs the real switching story. This conversation determines whether the work gets adopted or ignored. 15 min alignment window 1 handoff at risk Jobs to Be Done (Christensen et al.) JTBD interviews work by reconstructing the circumstance and progress that caused change. The interviewer should avoid pitching, avoid asking for abstract preferences, and instead ask about the first struggling moment, the old workaround, the buying committee concern,…
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