The best customer interviews are exhilarating… like running without boundaries.

Isn’t a fill-in-the-blank customer questionnaire a bit… boring? If instead you keep asking, “Any other problems?”… you’ll have absolutely no idea what the customer will say next. Exhilarating? You bet. Uncomfortable? Perhaps… but only at first. With practice you’ll love it, and you’ll never go back.

More in e-book, Reinventing VOC for B2B (page 12).

Dan Adams

Founder & President of The AIM Institute

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