In my last blog, I mentioned all the ways that a B2B customer (another business) is different than a B2C customer (an end consumer): they tend to be more insightful, more rational in their ...

Editor's Note: The following is a guest post from Linda Deeken, chief marketing officer, and Chris Fosdick, principal, at The Cambridge Group. To get to the heart of customer demand and unlock new ...

Employees who deal directly with customers are a company's public face. Their behavior and actions directly impact the image of a company and shape how the public sees a business. To make sure you are ...

Accelerate the customer journey; Increase conversions; Drive more leads, sales, and revenue. To do that, you don’t need to reinvent the customer interviewing wheel. You can use proven frameworks, like ...

Conducting an effective customer interview is an art—one that’s vital to producing a compelling success story. The interview offers opportunities to not only collect information but also generate ...

When interviewing customers, finding their pain point, or problem, is key: It will enable you to craft your solution, pitch, and brand. Valuable as finding the pain point is, a surprising number of ...

opportunities. Yet this approach, which traditionally pays for itself with a handsome dividend (one of my most recent client interviews revealed a 6 figure engagement), is probably one of the most ...

If you want to know how you can best help a customer, you must ask. And there's a real art to interviewing customers so that they reveal the needs and opportunities your offering can meet. First, you ...