Chapter 6. The Interview Process – The Interview

	"You'll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts' reports."
	--Adrian Slywotsky, The Art of Profitability

In Chapter 5, The Interview Process – Preparation, we discussed developing a plan to do a VoC, how to leverage the resources within your organization, and the methods to engage with the customers outside your organization you wish to interview. Inside your organization, we made sure you had clear goals and plans as to why you are doing a VoC program, and how to gather the data to present to your management to justify the costs and resources. We also talked about how to create an interview team and how to select who should, and should not, be on the team, as well as how to develop an interview guide and structure the customer discussion. External to your organization, we discussed leveraging the customer segmentation you had done previously to select...