Materials A copy of the Customer Delight tool for the interviewer and the customer. A focus group facilitator will need a copy of the tool to guide the discussion. Process Explain the purpose of the interview, confidentiality guidelines and how the results will be used. If the customer will see the results, make it clear what they will see. The general rule is that a summary of the data is prepared with no names associated with any of the ideas, comments and recommendations.
Similar guidelines apply to focus groups.
Give a copy of the tool to the interviewee. Explain that he or she can follow along but you will take notes on your copy. So, you're saying . . . In other words, the real issue is . . . If I can summarize what you just said, you seem to feel that . . .