Final answer:
Reaching out to both good and bad customers is useful for understanding an organization's buyer persona. It's important to conduct these interviews with professionalism, resourcefulness, and a focus on exceptional customer service. Accurate representation, fair analysis, and expressing gratitude for participants' time are also vital.
Step-by-step explanation:
Researching an organization's buyer persona by reaching out to both good and bad customers can indeed be part of a comprehensive approach to understanding your customer base better. Speaking with a variety of customers can provide a well-rounded perspective and highlight areas for improvement as well as strengths. However, it is also essential to remember that professionalism and resourcefulness play significant roles in gathering data and contacting interviewees.
As a representative of your organization, approach this task with the same diligence and consideration you would if you were a hiring manager looking for a candidate. Look for traits such as reliability, willingness to provide feedback, and the ability to articulate their experience with your organization. Act as if you're offering exceptional customer service to your most important internal customer—your boss. Also, consider doing a root cause analysis to determine the underlying issues reflected in customer feedback.
In addition to customer interviews, be resourceful in gathering expert information and keep in mind the importance of accuracy and fairness when representing your research. Finally, it is crucial to be respectful and thankful to those who participate in your research, as their insights are incredibly valuable to your organization's understanding of its buyer persona. Acknowledge their help with a follow-up email expressing your gratitude.