Customer research call guide

Autochase: 30-minute customer call guide

Interviewers: Mei leads; Tomas takes notes and asks brief follow-ups at the end. Keep roles consistent across the eight calls.

Decision: Should Paydeck prioritize automatic, escalating overdue-invoice reminders as a $10/month add-on next quarter?

1. Learning goals

Test whether: - Late payments create recurring, material costs—not just irritation. - Chasing takes enough time or money that customers actively try to reduce it. - Reminders address the cause of delays, rather than disputes, approval processes, or clients lacking funds. - Customers would trust automation, and what control they require. - There is credible demand at $10/month, beyond polite enthusiasm.

Starting evidence is suggestive, not conclusive: 34% of invoices are late, with a median delay of 16 days. That does not tell us how many accounts experience serious pain. Reminder usage (12% of accounts) may miss chasing outside Paydeck. The 40 support requests show interest, not willingness to pay.

2. Who to recruit

Do not book the first eight respondents from the 300 heaviest reminder users. That would favor highly engaged users already chasing through Paydeck.

Recruit purposively: - 3 accounts: recurring overdue invoices; frequent manual reminders. - 3 accounts: recurring overdue invoices; little or no manual reminder use. - 2 accounts: mostly on-time invoices, as a contrast group.

Across those groups, aim for six Pro and two free accounts, with both freelancers and small agencies. Include no more than two support-ticket requesters. Speak to whoever actually handles collections; establish whether they also approve software spending.

Randomly invite accounts within each group, then fill group slots rather than accepting the first eight overall. Replace no-shows within the same group. Use a neutral invitation: “Help us understand how you manage invoices and payments.” If offering an incentive, keep it fixed and unrelated to feedback.

3. Call script and timings

0–3 minutes: Welcome and permission

“Thanks for helping. We’re learning how people manage payments—not testing you or selling anything. Honest criticism is useful. You can skip anything confidential.”

Ask permission before recording. Otherwise, take notes.

“What’s your role, who handles overdue invoices, and roughly how many invoices do you send each month?”

3–12 minutes: Reconstruct a real incident

“Tell me about the most recent invoice that wasn’t paid by its due date.”

Follow the timeline: - “When was it due, and when did you notice?” - “What did you do next? Then what happened?” - “Who else was involved?” - “What reason did the client give for the delay?” - “Was it paid? When?”

“Could you walk us through a redacted reminder or your tracking process?” Do not request client-identifying information.

If they have no recent late invoice: “Walk us through how your last invoice got paid. What helps payments arrive on time?”

12–19 minutes: Frequency, consequences, alternatives

“In the last three months, about how often has this happened?”

“For that example, roughly how much time did you spend chasing? What, if anything, did the delay cost you?”

“What happens if you don’t follow up?”

“How do you decide when and how firmly to chase? Have you ever chosen not to?”

“What have you tried to improve this? What did it cost, and why did you keep or stop using it?”

If relevant: “Do you use Paydeck’s reminder button? Why or why not?”

19–23 minutes: Automation fit and risks

“Which parts of that process need your judgment?”

“Tell me about a follow-up that went badly—or worked particularly well.”

“What situations would make sending another reminder inappropriate?”

Probe only after open answers: payments already made, disputed invoices, important relationships, tone, timing, approvals.

23–28 minutes: Concept and price

Only now introduce the idea:

“We’re considering Autochase: automatic reminders that escalate while an invoice remains overdue. There’s no prototype, and details aren’t decided.”

“For the invoice we discussed, where would this help, fail, or create extra work?”

“What would you need to control before trusting it?”

“The proposed price is $10/month, on top of your current plan. How would you decide whether to buy it? What would it replace? Who approves that spending?”

Ask interested participants whether they will join a follow-up pilot discussion. Record this as interest, not a purchase.

28–30 minutes: Check understanding

Summarize their situation and ask what you misunderstood. Tomas asks outstanding clarifications. Thank them.

4. First-time interviewer notes

• Ask one question at a time; allow silence.
• Prefer “Tell me about the last time” to predictions.
• Don’t defend Autochase, suggest answers, or praise positive reactions.
• Separate quotes, observed behavior, estimates, and interpretation.
• Debrief immediately: pain, frequency, cost, workaround, automation fit, price evidence, contradictions.

5. Decision rules

Agree these directional thresholds before interviewing:

Advance: At least four of six overdue-account participants demonstrate recurring, consequential pain and reminder-suitable workflows; at least three Pro participants show credible $10 value grounded in current costs or spending and accept a concrete follow-up. Proceed to a scoped pilot and real pricing test—not a full-build commitment from interviews alone.

Stop or rethink: Pain is mostly minor, delays are not reminder-solvable, relationship risks outweigh savings, or interest disappears at $10.

Mixed evidence: Narrow the target segment and recruit more. Eight purposive interviews cannot estimate market demand.

Autochase Discovery Calls: Interview Guide

Interviewers: Mei and Tomas | Calls: 8 × 30 min | Week of: [date]

Why we're doing this

Sam's hypothesis is that late payments cost our users real money, and chasing them is painful enough that they'd pay $10 a month to automate it. The data leaves room for doubt. 34% of invoices are paid late, but only 12% of accounts used "Send reminder" in the last 90 days. Either chasing isn't painful, or people chase outside Paydeck, or they avoid chasing altogether. These calls should tell us which.

Learning goals

1. Cost: How much do late payments actually hurt (cash flow, hours, stress)? Is this a top-three problem or a mild annoyance?
2. Current behaviour: How do people chase today, with what tools, and why do most not use our reminder button?
3. Barriers to automation: Would they let software chase their clients? What would make that feel safe or risky?
4. Willingness to pay: Do they already spend money or time on this, and who (freelancers or agencies, Pro or free) feels it most?

Who we talk to

Draw from accounts with at least one invoice paid 7+ days late in the last 90 days, then fill these slots:

• Aim for at least 5 Pro accounts, since the add-on is priced against a $12 plan.
• Include at least 2 agencies.
• Invite about 15 people to get 8 who show up.
• Hand-pick from the people who reply. Don't just book the first eight.
• Offer a thank-you, such as a free month of Pro.

Why this differs from Sam's plan: Emailing only the 300 heaviest button users would reach people who already chase inside Paydeck. They're the most likely to say yes, so a yes from them wouldn't tell us much. Booking the first eight repliers adds another bias toward the most engaged users.

The call (30 minutes)

0–3 min: Open - "Thanks for your time. We're trying to understand how you get paid. We're not selling anything, and there are no wrong answers." - Ask permission to record.

3–8 min: Context - "Tell me about your business. Who are your clients, and how many invoices do you send in a typical month?" - "Walk me through what happens after you send an invoice."

8–18 min: The last late invoice (the heart of the call) - "Think of the last time a client paid you late. What happened?" - "When did you notice? What did you do, and when?" - "How did it get resolved? How long did it take?" - "What did it cost you: time, money, other plans, stress?" - "Is that typical, or was it unusual?"

18–24 min: How they chase today - "What do you usually do when an invoice is overdue?" - "What tools do you use: email, phone, our reminder button, anything else?" - If they haven't used the button: "Have you seen our 'Send reminder' button? Why or why not?" - "Is there anyone you chose not to chase? Why?" - "What worries you about chasing clients?"

24–28 min: Value and alternatives - "Have you tried to fix this: templates, other software, an assistant, late fees?" - "What did that cost, and why did you keep or drop it?" - "If this problem disappeared tomorrow, what would change for you?"

28–30 min: Close - Describe Autochase in one or two neutral sentences: "automatic reminders for overdue invoices, sent on a schedule you set." - Ask for their reaction. - Then ask: "Would you want to join a paid beta when it's ready?" A yes should come with a real next step, such as their email for the beta list. - Finish with: "Anything I should have asked?"

Why this differs from Sam's questions: Questions like "Would this be useful?" or "How frustrating is it?" invite polite yeses. Offering $5/$10/$15 anchors people on our numbers. Asking what their clients would think gets guesses, not evidence. "Other features" takes the call off topic. Asking what actually happened last time gives us far more reliable answers.

Notes for first-time interviewers

• Split roles. One person leads and the other takes notes. Swap after each call.
• Ask about the past, not the future. "What did you do?" beats "What would you do?"
• Follow up before moving on. "Tell me more," "Why?" and "Can you give an example?" are your best questions.
• Get comfortable with silence. Count to five before filling a pause. People often add the useful part then.
• Don't pitch or defend. If they criticise Paydeck, say "That's helpful, go on."
• Treat compliments as noise. "Sounds great!" means nothing. Look for money spent, time lost and workarounds built.
• Write down exact quotes. Mark the ones about cost or emotion.
• Debrief for 10 minutes right after each call. Cover the top three surprises, the evidence for or against each learning goal, and whether they meet the go signals below.

Decision criteria

We're agreeing these before the calls so we don't rationalise afterward. Eight calls give us direction, not proof. Treat the results as a reason to prototype or to drop the idea, not as a sizing exercise.

Go ahead (build a prototype next quarter) if: - At least 5 of 8 describe a recent late payment with a concrete cost, such as a cash-flow squeeze, hours spent chasing, or a delayed bill of their own; and - At least 4 already use a workaround (templates, calendar nudges, another tool) or have paid for one; and - At least 3 give a real commitment at the close, such as joining the beta list or asking when it launches; and - Relationship worries come up but sound solvable, for example with control over tone, timing or which clients get reminders.

Stop or rethink if: - Most treat late payment as normal and tolerable ("they always pay eventually"); or - Most avoid chasing on purpose to protect client relationships, and automation makes them more nervous; or - The pain is real but they're satisfied with what they already use; or - Interest is limited to the ticket-filers and heavy button users.

Possible middle outcome: People want the feature but balk at paying extra. That points to making it part of Pro rather than a $10 add-on, which nearly doubles the price. Flag this if you hear it.

After the calls

Mei and Tomas share a one-page summary with Sam within two days. It should cover each learning goal, the go/stop tally, and the three best quotes.

Autochase Call Guide: 8 calls, 30 minutes each

What we're trying to learn

Sam's hypothesis has three parts, and each can fail separately: 1. Cost: Late payment hurts in money or time, not just annoyance. (34% of invoices are late, but that doesn't mean it hurts.) 2. Behavior: People already try to fix it. Only 12% of accounts used the manual Send reminder button, so we need to know why the other 88% didn't. 3. Willingness: They'd let software message their clients, and pay $10 a month on top of $12 for Pro.

Interviews can't settle price. They can tell us whether it's worth testing.

Who to talk to

Sam's plan (the 300 heaviest button users, first 8 to reply) would only find people who already like reminders and respond fast to email. Recruit against quotas instead:

• 2 heavy button users (Sam's list is fine for these)
• 3 accounts with several late invoices in the last 90 days who never used the button
• 1 who filed an Autochase support ticket
• 2 agencies (3+ people) and 2 solo freelancers. These overlap with the groups above.
• Mix of Pro and free accounts, with at least 2 free.

Screen for at least one invoice paid late in the last 90 days. Pick people to fill the quotas, not first come first served. Offer a $50 gift card.

Call structure

0:00–0:03 Intro. "We're learning how people get paid, and we're not selling anything. There are no right answers, and critical feedback helps most. Okay to record?"

0:03–0:05 Context. What do you do, how many clients, how many invoices a month?

0:05–0:15 The last late invoice (the core of the call) 1. Tell me about the last time a client paid you late. Probe: how late, how much, what happened first, what did you do, how did it feel? 2. Walk me through what you do between sending an invoice and getting paid. Probe: what tool, how often, who does it? 3. What did that lateness cost you? Probe: hours, cash flow, bills or contractors you had to delay.

0:15–0:21 Current behavior 4. (Button users) What made you use Send reminder? (Non-users) What do you do instead, or why not just let it go? 5. Is there a client you would never chase? Why? 6. Have you tried anything else, such as late fees, deposits, shorter terms or other tools? What happened?

0:21–0:27 Concept. Read this, don't demo it: "Suppose Paydeck automatically emailed your client at set points after the due date, getting firmer each time." 7. What's your first reaction? What worries you? 8. What would have to be true for you to switch it on? Probe: tone, control, per-client exceptions, seeing the emails first.

0:27–0:30 Money and wrap 9. What do you pay for today that helps you get paid or run your finances? 10. "We'd likely charge extra for this. Would you want early access when it's ready?" Note the exact response. Hesitation counts as data. 11. Anything I should have asked? Anyone else we should talk to?

Why Sam's questions changed

• "How frustrating is chasing?" and "Would it be useful?" invite polite yes answers. Past-behavior questions don't.
• "$5, $10 or $15?" anchors people on our options and measures nothing real. Questions 9–10 are better evidence.
• "Would your clients be annoyed?" asks for a guess about someone else. Question 5 asks what they've actually avoided.
• "What other features?" is off-topic. Drop it.

Notes for first-time interviewers

• Split roles. One person asks and the other takes verbatim notes. Swap halfway through the 8 calls.
• Ask about the past, not the future. "What did you do last time?" beats "Would you ever...?"
• Don't pitch or rescue. Don't name Autochase until minute 21. If they struggle to answer, wait, then ask "Can you say more?" Silence is fine.
• Follow the story. Ask "why?" and "what happened next?" more than you ask the next scripted question. The script is a backstop.
• Discount compliments. "That sounds great" is worth little. Specific past actions, money spent and workarounds built are worth a lot.
• Stay neutral if they criticize the product or the idea. Don't defend it.
• Debrief within 30 minutes of each call. Write down three surprises and the best quotes. Do a practice run with a colleague first.

What we'd need to hear

Count only the people who had a late invoice.

Go (build, or run a paid pre-sale test): - At least 5 of 8 describe a specific recent late payment that cost real money, stress or more than about an hour a month. - At least 5 already chase manually or with workarounds, including people who skip the button, and can explain why the button doesn't work for them. - At least 4 would turn on automation given controls we could build, and at least 3 say yes to early access for a paid add-on.

Stop or rethink: - Most shrug lateness off, or say it comes from a few clients they'd never automate against. - The real problem is something else, such as clients not opening invoices, wanting deposits, or needing a payment link, and reminders wouldn't fix it. - Most won't let software contact their clients, or wouldn't pay anything for it.

Mixed results (for example, it only matters for agencies, or only with tone controls): narrow the target segment and run a second round of calls.

Even a clear "go" from 8 calls only justifies a cheap next test, such as a fake-door button or a pre-sale. It doesn't justify committing the quarter.