• Eileen Licitra

Get better insights from customer interviews

Updated: Jun 7

To uncover customer pain points, build “must-have” products and services, and gain measurable results from your marketing initiatives, it all boils down to deeply understanding your target customers. Which boils down to engaging in conversations and interviews that help you extract the best possible insights from customers and prospects.

So, you succeed at setting up a few customer and prospect interviews, establish your objectives, and develop a set of questions. This is where you need to strategically manage the conversation to get the most out of each interview.


It’s not always easy to get people talking during the course of a customer interview. Often, they have trouble offering up specifics. Sometimes it feels as if you need to literally pull the right information out of them. You have a limited amount of time for your interview, and you want to gather as many insights as possible. To do this, try revising or expanding some of your key questions to help your customer think more specifically about the topic and provide more granular details.


The goal of this post is not to provide a long list of potential questions to gather customer and prospect information, as your objectives will dictate the specific questions you ask. The goal is to help you take some of your most important questions and expand them to gain deeper insights from the people you are interviewing.


Here are a few examples to get you started:

The important thing is, think through your primary objectives, which may include:

  • Building better buyer personas

  • Understanding the buyers' journey

  • Improving your content marketing strategy

  • Determining product-market fit in a new industry or market segment

  • Improving your existing products and services

Select the questions that will get you those answers, and determine how you might revise or expand them to help guide (not lead!) your customer or prospect to provide more depth and detail.


Happy interviewing!


#customerinterviews #customerdiscovery #customerinsights

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