1. Introduce yourself briefly unless they already know you
2. Tell the customer about the benefits to them: “We conduct these interviews with our company’s most important customers to improve constantly our services. Your honest feedback is one of the most valuable sources to adjust them and provide higher customer value.”
3. Never speak to an interviewee about other interviews: no results, no places, no names not about your next interviewee. Do not give any feedbacks or personal impressions. Don’t speak about internal problems of your company.
4. Make a fluent discussion. Try to avoid the feeling of the interviewee, that he is filling a form.
5. If short on time: set priority on CVA form, then open questions.
6. Always keep time under control
7. Ask for reasons for their scoring and add to the comments.
8. Note as many quotes as possible.

Segmentation and Analysis Options