From experience, it's much easier to recruit from a list of people who've already said that they'd be willing to talk to you than doing cold calls. Cold calls work, but expect a way lower response rate than if you find a way to pre-assess your customers.
For example, I've worked with clients where we would insert an NPS question at some strategic point in the digital parts of their service. Not at a point where it would be intrusive, but rather, for example, at the very end of completing a bank transfer. Make it very small: 1) The NPS 1-10 scale, 2) Field for free comments 3) Checkbox to the effect of "is it OK if we contact you for more questions?"
This serves the dual purpose of finding people who are willing to talk to you, as well as giving you an idea of what they think of your service at the current moment.
You can now contact the people who put less than 9 on the NPS scale to do two things: 1) find out what you can do to improve the service, and 2) take care of the complaints they might have and improve your relationship to the customer in question directly, potentially turning a negative impression into a promoter.
Obviously, if the product doesn't exist yet, you will have to find a different way to reach your potential customers rather than inserting it into the existing service.
For example, I've worked with clients where we would insert an NPS question at some strategic point in the digital parts of their service. Not at a point where it would be intrusive, but rather, for example, at the very end of completing a bank transfer. Make it very small: 1) The NPS 1-10 scale, 2) Field for free comments 3) Checkbox to the effect of "is it OK if we contact you for more questions?"
This serves the dual purpose of finding people who are willing to talk to you, as well as giving you an idea of what they think of your service at the current moment.
You can now contact the people who put less than 9 on the NPS scale to do two things: 1) find out what you can do to improve the service, and 2) take care of the complaints they might have and improve your relationship to the customer in question directly, potentially turning a negative impression into a promoter.
Obviously, if the product doesn't exist yet, you will have to find a different way to reach your potential customers rather than inserting it into the existing service.