User Interviews for your B2B SaaS

Continuing with the series on the types of Customer Interviews, today we're going to focus on User Interviews.

When to do them? 

• When customers don't use all/some of your product as you expected

• When you want to build more features

How often to do them?

• Every six months

• Ongoing

Who is the target audience?

• Users of your product/service

What you're trying to understand?

• How people use your product

Sample questions:

• "How do you currently use our product?"

• "If you could improve our product, what would you change?"

My closing thoughts on User Interviews:

User Interviews are great if you want to understand how your customers use your product, what they value, and what they feel could be improved. You'll get deeper insights into the gaps in your product offering that when fixed can lead to better customer retention and satisfaction.

#CustomerInterviews #b2b #gotomarket #FocusVertical

Frequently Asked Questions

When is the right time to start doing User Interviews?

When customers don't use all or some of the product as expected, or when new features are being considered, both situations where understanding actual usage patterns becomes essential.

How often should User Interviews be conducted?

Every six months, on an ongoing basis, keeping insight into how the product is actually being used current rather than relying on outdated assumptions from a single round of interviews.

Who should be interviewed for this type of customer interview?

Actual users of the product or service, the people directly interacting with it day to day, rather than decision-makers or ex-customers whose perspective would answer a different question.

What are User Interviews specifically trying to uncover?

How people actually use the product, real behavior rather than assumed or intended usage, revealing the gap between how a product was designed to be used and how it's genuinely being used.

How can User Interviews lead to better retention and satisfaction?

By uncovering gaps in the product offering that, once identified and fixed, directly address what users actually value and want improved, leading to a stronger, more retained user base over time.