30-Day Customer Interview Script¶

15 minutes. Every paying customer within 30 days of their conversion to Pro or Team. Goal: capture honest, structured feedback that flows back into product, pricing, and positioning.

Pre-call prep (2 minutes)¶

Before the interview: - Review the customer's HubSpot record (persona, deal terms, time-to-convert) - Check their app-usage data if Airwai provides it (number of scans, last login, ArcGIS push count) - Identify the one or two specific things you want to learn from this customer - Decide whether to ask for permission to record (default: yes; the recording library has long-term value)

Script¶

Opening (1 min)¶

"Hi [first name], thanks for taking 15 minutes. The purpose of this call is straightforward — I want to learn from your experience using LAIRA so we can make the product better and so I know what to talk about with other prospects like you.

Three things I want to cover: how you've actually been using it, what's working and what isn't, and what we should change.

Mind if I record so I can play it back to our product team instead of trying to take perfect notes? It stays internal, won't be shared without your permission."

If they say no to recording, proceed without. Take detailed notes instead.

Section 1 — How they're using it (4 min)¶

"Walk me through how LAIRA fits into your week. Specifically — how many scans have you done in the last month, and what kinds of things were you scanning?"

Follow-up probes: - What's the typical scan length / duration? - Are you using LAIRA solo or with a team? - Where does the data go after the scan — ArcGIS, PDF, somewhere else? - Who consumes the output? Your boss, your client, a regulator? - What did you do before LAIRA for the same work?

Listen for: the workflow they actually have, vs. the workflow we assumed they'd have. The difference is product insight.

Section 2 — What's working (3 min)¶

"What about LAIRA is working well? If you had to recommend it to a peer right now, what's the one thing you'd lead with?"

Follow-up probes: - What feature have you used most? - What surprised you positively? - Is there a moment in your workflow where LAIRA visibly saved you time?

Listen for: the language they use about value. That language goes into outbound messaging.

Section 3 — What's not working (4 min)¶

"Flip side. What's not working? What are you running into that's frustrating?"

Follow-up probes: - Anything that's bugged you enough to consider switching tools? - Is there a workflow you'd expect LAIRA to handle that it doesn't? - Performance issues? UI issues? Data issues? - Pricing concerns? Anything about Pro that feels too expensive or too cheap?

Listen for: friction. Every friction point is a product or pricing decision.

Section 4 — Wishlist (2 min)¶

"If you could have one feature added to LAIRA, or one thing changed about how it works today, what would it be?"

Follow-up probes: - Why is that the one? - What would that unlock for you? - Are there other people on your team who would benefit? - Have you seen this feature in a competitor product?

Listen for: roadmap signal + Team-tier expansion signal.

Closing (1 min)¶

"Last question — do you know anyone else in your network who has the same workflow problem you had? I'm always trying to talk to more [persona name] like you."

Use the referral ask gently. It often produces a name.

"Thanks for the time. I'll have a summary of this conversation back to our team this week. If anything comes up between now and the next time we talk, my number's [phone] and my email's [email]. Speak to you again before [next quarter / next renewal]."

Post-call documentation (5 min)¶

Within 30 minutes of hanging up:

Notes summary in HubSpot
Persona
Tenure / time since conversion
3 things working
3 things not working
Wishlist item
Referral mentioned
Rig signal flagged (yes/no)
Churn risk (low/medium/high)
Product feedback ticket in HubSpot
One ticket per discrete piece of product feedback
Tagged: Product / Pricing / Onboarding / ArcGIS / Compliance / Other
Severity: Critical / High / Medium / Low
Slack #customer-feedback post if anything is noteworthy
Verbatim quote (anonymized if appropriate)
One-line summary of what's interesting
Recording (if applicable)
Uploaded to the shared customer interview library
File name: [YYYY-MM-DD]-[persona]-[customer-id-or-anonymized].mp4
Tagged with persona + key topic

Quote-capture template¶

For the call center's monthly digest, capture verbatim customer quotes that are vivid. Format:

Persona: Maya (Municipal Pavement)

Quote: "Before LAIRA, I'd spend two days walking arterials and a third day writing the report. Now I do the whole network on a Tuesday and I'm in the office Wednesday morning with finished output. My boss thinks I'm working harder; I'm just working better."

Context: Customer #347, 6 weeks into Pro annual, city PW in Pacific Northwest, anonymized.

The verbatim quotes are gold — they go directly into outbound messaging, social ad copy, landing-page testimonials (with permission), and investor decks.

Anti-patterns — what NOT to do¶

Anti-pattern	Why it's wrong
Lead with "How do you like LAIRA?"	Leading question; customers say "great" to be polite
Ask 20 questions instead of 5	Quality over quantity; depth matters more than coverage
Pitch new features during the interview	Killing the safe space; they stop being honest
Argue with their feedback	They're telling you their reality; don't correct it
Skip the post-call ticket creation	Feedback that doesn't reach the product team is wasted
Forget to ask for the referral	Free pipeline, every call

When to skip the standard script¶

Situation	Adjustment
Customer is clearly time-constrained	Run a 5-min version: "what's working, what's not, one wish"
Customer is unhappy (churn risk)	Run a longer call (30+ min) focused entirely on what's wrong; route to Amir if recoverable
Customer is a power user (10x median usage)	Spend more time on their workflow and wishlist; they're the next expansion or testimonial
Customer is a Rig prospect	After the standard script, transition into the Rig conversation and escalate to Airwai
Customer is in EU	Add 2-3 minutes on regulatory / language fit (EN standards, country-specific compliance)