Improving product usage for your B2B SaaS

One of my SaaS consulting clients wants to improve product usage beyond new customer onboarding.

What type of customer interview should they use?

Option 1: Buyer Journey
Option 2: Churn/Win Back
Option 3: User Interviews
Option 4: Brand / Perception

Questions to ponder:
👉 Are we building products that solve a real problem for our customers?
👉 What's the problem we're trying to solve? 

Answer: User Interviews

Frequently Asked Questions

Why is a "User Interview" the right choice for improving product usage beyond onboarding?

Because User Interviews are specifically designed to understand how people actually use a product, the exact insight needed to improve usage patterns beyond just the initial onboarding period.

Why wouldn't a Buyer Journey interview be the right fit for this goal?

Because Buyer Journey interviews focus on how and why customers decide to buy, insight into the purchase decision itself, not into how the product is actually being used once onboarded.

Why wouldn't a Churn/Win Back interview address this specific goal either?

Because Churn/Win Back interviews focus on why customers leave, useful for understanding departure, but not directly relevant to improving ongoing usage among customers who are still active.

Why wouldn't a Brand/Perception interview be the right tool here?

Because Brand/Perception interviews focus on how the target audience perceives the brand overall, not on the specific, practical question of how the product is actually being used day to day.

What's the actual lesson from choosing the right interview type for this specific goal?

That different customer interview types are designed to answer different questions, and choosing the right one, User Interviews in this case, depends on matching the interview to the exact insight actually needed.