Deploy Empathy
Description
Deploy Empathy will help you learn the skill of talking to your customers-learning to truly listen to them-so that you can pull out their hidden needs, desires, and processes.
Empathy is a skill that anyone can learn. Armed with the tactics you'll learn in this book and the toolbox of scripts and phrases, you'll be able to sell more of your existing product, build the right features that will delight your customers, and stop churn in its tracks.
By the end of this book, you'll be able to interview customers and potential customers with confidence.
More details
Other editions
New editions
Person
Content
Part 1: Using This Book
- Empathy is a Learnable Skill
- The Neuroscience of Listening
- Why I Wrote This Book
- What This Book Can Help You Do
- How This Book is Structured
Part 2: Key Frameworks
- Everything is a Process
- The Core Questions
- Functional, Social, and Emotional
- Valuable, Usable, Viable, and Feasible
Part 3: Getting Started
- You-Yes, You-Can Do This
- Learn How to Interview: A Step-By-Step Guide
- Practice Interviewing-No Customers Needed!
- Practice Interview Script
Part 4: When Should You Do Interviews?
- Interviews or Numbers?
- Project-Based Research
- How Many People Should You Talk To?
- Research Loops
- Ongoing Research
Part 5: Recruiting Participants
- Reddit and Forums
- Facebook Groups and Email Lists
- Surveys
Part 6: How to Talk So People Will Talk
- Use a Gentle Tone of Voice
- Validate Them
- Leave Pauses for Them to Fill
- Mirror and Summarize Their Words
- Don't Interrupt
- Use Simple Wording
- Ask for Clarification, Even When You Don't Need It
- Don't Explain Anything or Get Defensive
- Build On What They Say
- Let Them Be the Expert
- Use Their Words and Pronunciation
- Ask About Past or Current Behavior
- Be a Rubber Duck
Part 7: Interviews
- Interview Preparation
- Validating/Evaluating Ideas
- Why Did They Buy?
- Why Do They Stick Around?
- Why Did They Cancel?
- What Do They Think?
- What to Prioritize?
- The "Reaching for the Door" Question
- How to Ask People How Much They Would Pay
- Debugging Interviews
Part 8: Analyzing Interviews
- Drawing a Simple Customer Journey Map
- The Pain and Frequency Matrix
Part 9: Pulling It All Together: Sample Interview
- Sample Interview Transcript
- Sample Analysis
- Quick Analysis
Part 10: What Now?
- Related Topics
- Further Reading
Appendix A: Cheat Sheet
Appendix B: For Founders
- Research as a Solo Founder
- Feature Requests as Customer Research
- Sales, Customer Support, and Customer Research
- Customer Support
- Research for Goal Setting
