CUSTOMER INSIGHT TOOLKIT

THANK YOU SO MUCH FOR YOUR WORK TO COLLECT CUSTOMER INSIGHTS in advance of our Strategic Direction Session on Wednesday May 23 (9-1).

This handy guide will help you with your Discovery Missions.

Our ultimate goal is to gather “Customer Insights” that will be compiled into a number of “help me statements” (see very end of this doc) from our customers.

We are looking for un-met needs, under-met needs and problems they are looking for help with. We are interested in what Delights, Disgusts, Suprises or what people Aspire to.

WHO x WHAT x WHY = CUSTOMER INSIGHT

A quick sample of a “help me statement” might be from boomers or millennials:

Help me get the maximum activism in least amount of time. I want to have the biggest impact but I am so busy that I need help to do this.

1. To DO: Contact your team member and set up a time to meet on the phone or in person. ( You are welcome to meet at Channel 17!) At this meeting:

1. Brainstorm what you think the “unmet needs and frustrations” for the group you will be working with. (After each interview you refer to this list: star the ones you have heard cross out the ones that don’t apply, add new ones). See: http://dev.cctv.org/node/37594

2. Identify 3-6 People that you will meet with and contact them.

3. Review the questions, below.

4. Schedule 1 TEST INTERVIEW with a friendly subject (someone you know and easy to find).

5. Schedule your other interviews.

2. TO DO:  Once you schedule and deliver your TEST INTERVIEW, revise your questions.

3. TO DO: Conduct your interviews. One person should take notes. Review your “Unmet Needs and Frustrations” checklist following each interview.

4. TO DO: Bring these “Customer Insights” to our May 23d meeting!

Customer Experience

* Bev Wool – beverlybwi [at] verizon [dot] org

* Marge Gaskins – margegaskins [at] verizon [dot] net

Available People:

John Lazja – vze39ncx [at] verizon [dot] net

Andy Montroll – andym [at] montrolllaw [dot] com

Denis Gravelin – dgravelin [at] sburl [dot] com

INTERIEW QUESTIONS: DRAFT FOR YOU TO IMPROVE UPON

http://dev.cctv.org/node/37596

Designed to find out:

• Sense of belonging
• Community Concerns
• What groups they belong to and why
• Who they trust for local/national news/information
• What media format and delivery works for them
• Points of pain/frustration

Background

How did you get to Vermont?

How long have you lived here?

How has Burlington (your town/ the state) changed since you have lived here?

When do you feel like you belong in your community? (drill down)

Do you follow local government?

What 3 issues concern you?

Do you feel you can have an impact on a local level?

To what extent do you follow national issues?

For Activists/ Others

Are you a member of activist organizations?

What do you like about the experience of being an activist and what don’t they like?

How do you define activism? What activities does this include?

How much time do you dedicate to your activism?

(Get at the depth and nature of their activism)

Consumption of Local Media - Viewers

Who does the best job of covering local issues?

Why?

Who does the best job of covering national/ international issues?

Where do you get your local news from?

Newspapers?

TV?

Internet? Blogs? Podcasts?

Other Sources?

How much time do you spend on these source?

Do you ever watch TV on your computer?

(We want to find out their primary means of getting info—local and national sources may be different. Drill down here.)

Do you watch community access tv?

Do you watch Channel 17 in particular?

Have you ever called in?

Have you ever made a program?

Please describe the experience. What was great about it? What was hard?

If not, what prevents you from doing so?

Produce Local Media - Producers

How do you get the word out on the issues that concern you?

How do you get public information out to the public?

What is frustrating for you in this process?

Channel 17 – Community Media

When you think of Channel 17 what are the first 3 words that come into your head?

If you could be Program Director for the day what would you change?

What is the most common feedback you get about Channel 17 coverage?

What do you think about our policy of covering events from beginning to end?

Do you think municipal meeting coverage is a valuable community service?

What other programs should be featured that would help you gain more understanding of local or national/ global issues?

Millenials/ Others.

Is Channel 17 relevant to you?

Do you follow local news and information?

Do you read the newspaper?

Watch TV news or other programs?

Rely on the internet? Where do you surf?

How much time do you spend watching TV

What media outlet does a good job of covering local issues?

Broader questions: media consumption habits period

-        

How much media do you consume

-        

News, watching TV

**************************************

CUSTOMER INSIGHT SYNTHESIS TOOL (This is where we are going with the collection of customer experiences…)

I am a(n):

I wish I could:

Because then:

But I can’t because:

a/

b/

c/

So instead…….

Title of Insight