Module 3: Customer Development Deep Dive
Learn advanced customer development techniques to deeply understand your users and accelerate your path to PMF.
Module Progress0 of 5 tasks completed
Module Tasks
Segment your user base
Divide users into segments based on engagement, value received, and potential for expansion.
2 hoursAnalyticsCRM dataUser segmentation map
Interview your power users
Conduct deep interviews with your most engaged users to understand what makes them successful.
4 hoursInterview guideRecording toolPower user insights doc
Interview churned users
Reach out to users who left to understand what went wrong and what was missing.
3 hoursInterview guideEmail outreachChurn analysis report
Map jobs-to-be-done
Identify the specific jobs users are hiring your product to do using the JTBD framework.
3 hoursJTBD frameworkInterview notesJTBD map
Refine your ideal customer profile
Update your ICP based on customer development learnings.
2 hoursICP templateUpdated ICP document
User Segmentation for Customer Development
Champions
High engagement, high value, vocal advocates
Characteristics:
- • Use product daily
- • Refer others
- • Provide feedback
Strategy: Learn from them, involve in product development
Power Users
High engagement, deriving significant value
Characteristics:
- • Use advanced features
- • Long tenure
- • Expanding usage
Strategy: Upsell, case study candidates, beta testers
Casual Users
Moderate engagement, basic usage
Characteristics:
- • Use occasionally
- • Core features only
- • May be at risk
Strategy: Understand barriers, improve activation
At-Risk Users
Declining engagement, potential churners
Characteristics:
- • Decreasing usage
- • Unresolved issues
- • Not renewing
Strategy: Intervention, understand problems, re-engage
Churned Users
Former users who left
Characteristics:
- • Canceled
- • Stopped using
- • Negative experience possible
Strategy: Exit interviews, learn and improve
Interview Question Bank
Power User Interview Questions
Discovery:
- • How did you first hear about us?
- • What were you using before?
- • What made you decide to try us?
Value:
- • What's the #1 thing we do for you?
- • What would you do if we didn't exist?
- • How has your work changed since using us?
Usage:
- • Walk me through how you use [product] in a typical week
- • Which features do you use most? Least?
- • What do you wish we did that we don't?
Expansion:
- • Have you recommended us to others? Who?
- • What would make you use us more?
- • What would get your team/company to use us?
Churned User Interview Questions
Experience:
- • What was your experience like overall?
- • What initially attracted you to us?
- • What were you hoping to accomplish?
Problems:
- • What didn't work for you?
- • Where did we fall short of expectations?
- • What would have made you stay?
Alternatives:
- • What are you using now instead?
- • How does it compare?
- • What does it do better/worse?
Win-back:
- • What would it take for you to come back?
- • Is there anything we could change to win you back?
- • Would you recommend us to others despite leaving?
Jobs-to-be-Done Framework
Jobs-to-be-Done (JTBD) focuses on the underlying goal customers are trying to achieve, not the product features they use.
JTBD Statement Structure:
When I...The situation or triggerWhen I'm preparing for my weekly team meeting...
I want to...The job to be doneI want to quickly see what everyone accomplished...
So I can...The expected outcomeSo I can give informed feedback and plan the week ahead.
Types of Jobs:
Functional Jobs
Practical tasks to accomplish
e.g., Generate monthly reports
Emotional Jobs
How they want to feel
e.g., Feel in control and organized
Social Jobs
How they want to be perceived
e.g., Be seen as a competent manager
Customer Insights Methods
| Method | Effort | Depth | Best For |
|---|---|---|---|
| 1:1 User Interviews | High | High | Deep understanding of motivations and pain points |
| Surveys | Low | Medium | Quantitative validation of hypotheses |
| Usage Analytics | Low | Medium | Understanding actual behavior vs stated behavior |
| Support Ticket Analysis | Medium | Medium | Identifying common problems and frustrations |
| Session Recordings | Low | High | Seeing where users get stuck |
| Customer Advisory Board | High | High | Strategic input from key customers |
Prioritizing Customer Feedback
Not all feedback is equal. Here's how to prioritize what you hear.
HighestVery disappointed users (Sean Ellis)These are your core users - optimize for them first
HighChurned usersThey reveal what's broken or missing
MediumPower usersThey push boundaries but may not represent mainstream
MediumCasual usersUnderstand their barriers to becoming power users
MediumProspects who didn't convertReveals positioning or product gaps
LowerSomewhat disappointed usersFocus on very disappointed first
Key Takeaways
- 1.Segment your users and talk to each segment differently - they have different needs.
- 2.Churned users are gold mines - they tell you what's broken or missing.
- 3.Use JTBD to understand the underlying goals, not just surface-level feature requests.
- 4.Prioritize feedback from "very disappointed" users - they're your core audience.
- 5.Combine multiple methods: interviews for depth, analytics for scale.