Imagine, for a moment, you had unlimited insight into the mind and behavior patterns of all of your customers and clients. That they simply told you what you spent hours trying to figure out. Now, realize the potential this has for your organization. Voila! This is the promise insightful customer interviews offer.
A 'Customer Interview' is a shortcut to receiving essential customer data. Instead of making assumptions, analyzing the market, and researching customer behavior, you can go directly to the customer and cut out all of the middle fluff. Your organization can ask the customer anything it needs to know, like, "What can we do to improve ___?" or "Tell me how we solved __problem for you." From open-ended questions to follow up questions, there is a new world of opportunity available to you when you begin to ask the right questions to the audience who has all of your answers.
This learning path is for business professionals who need to gather customer data in order to suggest, implement or make improvements within their organization's customer experience. Whether you're the customer service representative or the marketing manager, gaining insight into how you can better meet the needs of your clients can change the way you do business.
How to Conduct Insightful Customer Interviews
The activities below offer best practices for structuring your customer interviews. There is a 'sweet spot' you are looking for where you have the following: an engaged customer, the correct amount of allotted time, and the perfect questions to gather the intel you need to transform your business. From psychology to pro tips, the following resources can assist you in accurately structuring your interview.
Asking questions is easy, but asking the right questions takes skill. There are certain ways you word the question and present the information to ensure you receive clear and honest feedback from your customers. Sometimes you are leading them too much or your question presumes more than you intended it to. The activities below assist you in this skill as you prepare for the interview.
Now, what does this all mean? Thankfully, technology allows you to record the interview so you can analyze it later for recurring themes and trends. The videos and resources below explain how to find relevant themes and results from your customer interviews in order to improve your offerings and implement change. Some of you may not actually analyze the data for your organization, but it is still very important for you to understand how your company got the results they did from the interviews you helped conduct.
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