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Flowchart

Which customers to interview for your decision

A small business guide to picking one customer group per round of interviews

Flowchart for choosing which small business customers to interview: three yes or no questions lead to lapsed, recent or one-time buyers, otherwise regulars.
Pick the group from the decision, not from whoever answers first
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A one-page decision path for small business owners who want to interview customers but have a mixed list of regulars, one-time buyers, lapsed customers and trade accounts. Start from the one decision you are making, follow the yes or no questions to the group that can answer it, then interview 10 to 12 people in that group. In Koji you can turn each group into two or three screening questions so only the right customers reach the interview.

Where this appears

What's in this flowchart

Start: You have a mixed customer list

  1. Write the one decision this round informs. One sentence. Two decisions means two small rounds.
  2. Is it about why people stopped buying?
    • No: go to 3.
    • Yes: Screen for lapsed customers. Bought several times, then nothing for six months or more.
  3. Is it about a price or a new offer?
    • No: go to 4.
    • Yes: Screen for recent buyers. Bought in the last three months, for themselves, not a business.
  4. Is it about why first-timers don't return?
    • No: go to 5.
    • Yes: Screen for one-time buyers. One order or visit, one to six months ago.
  5. Talk to your regulars. Three or more purchases this year. Ask what keeps them coming back.
  6. Finish: Interview 10 to 12 people per group. Keep going while the last few interviews still surprise you.

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<a href="https://www.koji.so/visuals/which-customers-to-interview-small-business-flowchart"><img src="https://www.koji.so/visuals/which-customers-to-interview-small-business-flowchart/which-customers-to-interview-small-business-flowchart.png" alt="Flowchart for choosing which small business customers to interview: three yes or no questions lead to lapsed, recent or one-time buyers, otherwise regulars." width="1200" height="1666" /></a>
<p>Source: <a href="https://www.koji.so/visuals/which-customers-to-interview-small-business-flowchart">Which customers to interview for your decision</a>, Koji</p>

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