As a business owner, one of the most valuable things you can do is to understand your customers’ needs, wants, and pain points. One of the best ways to do this is through customer interviews. But how do you conduct a quality customer interview that will yield plenty of great sound bites? In this step-by-step guide for quality customer interviews, we will walk you through the steps of planning and conducting a quality customer interview that will provide valuable insights into your customers’ minds.
Step 1: Define Your Goals
Before you start conducting customer interviews, it’s important to define your goals. What information are you trying to gather? Are you trying to understand your customers’ pain points, or do you want to know how they perceive your brand? Having clear goals will help you craft the right questions and guide the direction of the interview.
Step 2: Create a Set of Questions
Creating a thoughtful set of questions for your interview is crucial. The script should start with questions that get the interviewee comfortable and show you have a genuine interest in their business. The questions should be open-ended and designed to elicit detailed responses. These questions are about their passion for their work and what their day-to-day tasks look like. Then we have a set of questions, which Flycatcher will help create during pre-production planning, that get them talking about your products. We like to craft questions that start more broadly about your brand. How did they find you, what was the onboarding process like, and how has ongoing support been beneficial?
After those questions, we get to the meat of the interview. We want to know about individual products of yours that they use. We’ll ask questions around the setup, functionality, and daily use of those products. How has Product A been implemented into your workflow and how has it helped you reduce costs or increase efficiencies? The more individual, short answers we get here, the more micro content we can create – which means you get better video assets to use in your marketing efforts.
Step 4: Conduct the Interview
When conducting the interview, it’s important to create a comfortable and relaxed environment. You should also make sure to listen actively and encourage the customer to speak openly and honestly. We want to get their personality and passion to show. The more authentic they are in their answers, the better the content.
To learn more about how we conduct customer interviews for testimonials, book a strategy session with us today! We can help you craft the right questions and guide you through the process of conducting a quality customer interview that will provide valuable testimonies to your potential customers.
Visit www.flycatchertestimonials.com today.