Interview Guide

Create a Market Plan for introducing a new product or brand

Get Started. It's Free
or sign up with your email address
Rocket clouds
Interview Guide by Mind Map: Interview Guide

1. Product / Customer Service

1.1. Escalation

1.1.1. Customer Service

1.1.1.1. What are the existing customer service channels?

1.1.1.1.1. What are the most common questions/complaints received?

1.1.1.1.2. What are the existing online service channels?

1.1.1.2. How can we escalate issues into the customer service workflow?

1.1.1.2.1. Expected turnaround time?

1.1.1.3. Breakout of audience requests

1.1.1.3.1. Customer vs. Broker

1.1.2. Product understanding

1.1.2.1. How are technical products related questions currently handled?

1.1.2.1.1. What are the most common types of questions received?

1.1.2.1.2. How will we handle such questions?

1.1.2.1.3. What is the expected turnaround time?

1.2. Lead Generation

1.2.1. How do you currently reach out to prospective customers (based on lead generation)

1.2.1.1. What tools and approach do you use?

1.2.1.2. What is the success rate?

1.2.2. How do you collect customer contact information (email, phone) - events, promotions, etc.

2. PR

2.1. Escalation

2.1.1. Positive

2.1.1.1. Media

2.1.1.1.1. Who needs to know?

2.1.1.1.2. How quickly should this get communicated?

2.1.1.1.3. How do you currently handle such scenarios?

2.1.1.2. Influencer

2.1.1.2.1. Who needs to know?

2.1.1.2.2. How quickly should this get communicated?

2.1.1.2.3. Based on our definition of an 'influencer', would you treat them any differently?

2.1.1.3. Person

2.1.1.3.1. Advisor

2.1.1.3.2. Consumer

2.1.2. Negative

2.1.2.1. Media

2.1.2.1.1. Who needs to know?

2.1.2.1.2. How quickly should this get communicated?

2.1.2.2. Influencer

2.1.2.2.1. Do any of the above defined parameters change for an influencer?

2.1.2.3. Person

2.1.2.3.1. Advisor

2.1.2.3.2. Consumer

2.2. Messaging

2.2.1. What can we NOT talk about or avoid talking about?

2.2.1.1. Are there certain areas we need to completely avoid?

2.2.1.1.1. E.g. Expected rate of returns from retirement plans

2.2.2. Key messaging considerations that are innate to the Standard Life brand

2.2.2.1. What should we always convey at every touchpoint?

2.2.3. Is there an existing PR mandate currently in market around retirement and long-term savings?

2.3. Purpose

2.3.1. Perceived influence/purpose of Social Media

2.3.1.1. What is the expected impact on PR?

2.3.1.2. What role do you think PR needs to play?

2.3.1.2.1. What are the opportunities?

2.3.1.2.2. What are the perceived risks?

3. Marketing/Social Media

3.1. Purpose

3.1.1. Goals for Social Media implementation

3.1.1.1. What is the desired impact on brand?

3.1.1.2. What is the desired impact on Long-term savings/retirement products?

3.1.1.3. Desired impact on career

3.1.1.4. Others? Such as executing a best-in-class model for other markets to follow

3.1.1.4.1. Any organizations you look at as best-practice models?

3.1.2. Expectations after 3 months of implementation

3.1.2.1. Monitoring

3.1.2.1.1. How often? Daily, 3 times a day, hourly?

3.1.2.1.2. Breadth of monitoring?

3.1.2.2. Types of responses

3.1.2.2.1. Product related

3.1.2.2.2. Marketing programs, special offers, PR related

3.1.2.2.3. Customer service

3.1.2.3. Frequency of engagement

3.1.2.3.1. How often are we in front of people?

3.1.2.3.2. If I log in once in the morning, and then again at night, what would I have missed?

3.1.2.4. Speed of engagement

3.1.2.4.1. What is the range of response times for easy vs. tough questions/situations?

3.1.2.5. Tone of response

3.1.2.5.1. Colloquial, friendly?

3.1.2.5.2. Corporate voice?

3.1.2.5.3. Personal connections with community managers?

3.1.2.5.4. Directional vs. Prescriptive

3.2. Escalation

3.2.1. Positive

3.2.1.1. Media

3.2.1.1.1. Who needs to know?

3.2.1.1.2. How quickly should this get communicated?

3.2.1.1.3. What is the process to follow?

3.2.1.2. Influencer

3.2.1.2.1. Who needs to know?

3.2.1.2.2. How quickly should this get communicated?

3.2.1.2.3. What is the process to follow?

3.2.1.3. Person

3.2.1.3.1. Advisor

3.2.1.3.2. Consumer

3.2.2. Negative

3.2.2.1. Media

3.2.2.1.1. Who needs to know?

3.2.2.1.2. How quickly should this get communicated?

3.2.2.1.3. What is the process to follow?

3.2.2.2. Influencer

3.2.2.2.1. Do any of the above defined parameters change for an influencer?

3.2.2.3. Person

3.2.2.3.1. Advisor

3.2.2.3.2. Consumer

3.2.3. Customer Service

3.2.3.1. What are the existing customer service channels?

3.2.3.1.1. What are the most common questions/complaints received?

3.2.3.1.2. What are the existing online service channels?

3.2.3.2. How can we escalate issues into the customer service workflow?

3.2.3.2.1. Expected turnaround time?

3.2.3.2.2. How is this currently handled?

3.2.3.3. Breakout of audience requests

3.2.3.3.1. Customer vs. Broker

3.2.3.3.2. Phone vs. online

3.3. Staffing

3.3.1. Response team

3.3.1.1. Who do you see being part of the team that responds to comments and questions on Social Media?

3.3.1.1.1. What roles do they currently (or future if not yet hired) hold?

3.3.2. Oversight team

3.3.2.1. Who?

3.3.2.2. What role will they play in providing oversight?

3.3.2.3. Reporting requirements

3.3.2.3.1. Operational, sales, call deflection

3.4. Messaging

3.4.1. What can we NOT talk about or avoid talking about?

3.4.1.1. Are there certain areas we need to completely avoid?

3.4.1.1.1. E.g. Expected rate of returns from retirement plans

3.4.2. Key messaging considerations that are innate to the Standard Life brand

3.4.2.1. What should we always convey at every touchpoint?

3.5. Lead Generation

3.5.1. What type of events, communications, promotions and sales tools are used to capture customer contact information?

3.5.1.1. How do you store this information?

3.5.1.2. How do you currently reach out to customers with this information (cold calls, email, etc.)

3.5.1.2.1. What do these communications look like? And are they successful

3.5.1.2.2. How have they failed in the past? Currently?

4. Legal

4.1. Regulatory environment

4.1.1. What we can and can't say?

4.2. Ethics

4.2.1. What do we need to avoid?

4.3. Staffing

4.3.1. Who will help?

4.3.2. Who typically needs to be involved?

4.4. Service Levels

4.4.1. What is the turnaround time we can expect?

4.4.2. Expectations around reporting?

4.5. Scenario analysis

4.5.1. Walkthrough of a recent PR example if any?

4.5.1.1. What was the process followed?

4.5.1.2. Who were the stakeholders?

4.5.1.3. What was reported?