5.5Concierge Test

In Brief

Description

In a concierge test, the value proposition is delivered as a service. Like a hotel concierge, the focus is on a highly customized, customer-facing service. For this method you need to perform the tasks manually, usually for only a few customers as it is not cost-efficient to scale. That said, the heavy customer touch gives you quality feedback from the targeted segment, allowing you to adjust services instantly at a very low cost. Hence iterations based on insights from customer feedback are easily accomplished.

To conduct a successful concierge test, you need a clear and well-formulated value proposition. As an evolution of problem-solution interview techniques, the goal is to test the solution and figure out if it matches your customer’s expectations. Design your value proposition as a service with the leap-of-faith assumptions in mind. When using the service, your customers should go through the same steps as they would later with your actual product.

Deliver your service manually in a customized and personal way. To avoid being overwhelmed, start with just a small batch of customers. At this point, you do not need a single line of code or automation. Even though it is inefficient and time-consuming, keep in mind that the direct customer touch is a valuable learning tool. While delivering your service, keep collecting customer feedback and adjust your service accordingly.

After some time, you learn about your customers’ expectations and what is really valuable to them. Gradually automate the parts of your service that work. Be careful not to run your concierge test forever! Keep automating and expanding your service until you are not getting new major insights.

How to

Prep AI Prompt

1. Write down the value proposition you are testing. Be specific: “We help [customer] do [task] so they get [outcome].” This is the claim your concierge test will validate or invalidate. If you cannot finish that sentence, you are not ready to run a concierge test — you are still in problem discovery, and a Customer Discovery Interview is the better next step.
2. Pick the segment. Concierge tests do not scale, so the segment you pick determines what you can learn. Choose a tightly-scoped early-adopter group: people who already feel the pain acutely, can describe their current workaround, and are reachable without a marketing budget. The wrong segment produces friendly-sounding feedback that does not generalize.
3. Map the manual flow. List every step the customer will go through — the same steps they would go through with your eventual product. For each step, decide how you will deliver it manually: email, spreadsheet, phone call, in-person meeting, Google Doc. The flow you draft here is the spec for what gets automated later, so write it as if a junior teammate would have to follow it.
4. Identify which steps to automate first. Tag each step on the manual flow as must stay human (the part where the value proposition lives), automate first (high-volume, low-judgment, easily templated), or automate later (judgment-heavy but eventually scriptable). The automate-first list is what you watch the test against.
5. Recruit 3–5 early adopters. Find people who already have the problem and are willing to try your service. Ask for payment (even a small amount) — paying customers give more honest feedback than free users.
6. Set expectations. Tell customers this is an early, hands-on version of the service. You will be personally involved, things may be rough, and you want their honest feedback.

Analysis AI Prompt

• You will collect mostly qualitative data as you are delivering a manual service. You need to aggregate the data from all your current customers for the various aspects of your service. Use the insights to adjust your service accordingly.
• The main benefit of this method is the ability to generate ideas around the potential solution/product and identify obstacles to implementing that solution.