Great Customer & Client Interviews: Dos and Don’ts

Client and customer interviews are the basis for testimonials, case studies, insight papers, and videos but getting valuable content from customers or clients is not easy. All too often, you’re struggling to find that one accurate, clear, well-phrased, and interesting quote. So here are a few dos and don’ts of interviewing based on my 20 years of experience working for businesses across industries and borders.

  1. Let go of your preconceptions. What you delivered for your customers or clients may not be the part of the project that they remember most fondly. Maybe you thought you built a great deck suitable for family gatherings or lounging in the sun; the interviewee remembers how you took their idea for the railing design and made it work. A testimonial about a specific benefit to the interviewee has major long-term value because it sets you apart.
  2. Be prepared but have fun. Start by letting your interviewee know that they will have the chance to review and change the final case study, insight paper, or testimonial. Then, ask a few prepared questions. But let the interviewee lead; if an interesting insight comes up, follow it. Skip around in your prepared list of questions if the interviewee mentions a topic earlier than expected. Relax and your interviewee will relax with you.
  3. Ask the questions you don’t want to ask. It’s easy to ask, “What did you enjoy most about this project?” But sometimes the most complimentary responses come from more open questions: “What would you do differently next time?” “What would you advise someone else looking for a deck builder?” “How can we improve our services?”
  4. Choose your interviewee wisely. Sometimes an interviewee will offer platitudes and jargon in the mistaken belief that a business owner wants to hear “all’s right in the world and proactive, too.”  Sometimes talkative interviewees use a lot of words to say very little. I know how to politely interrupt, seek out deeper answers, and keep an interviewee on track. The rustier your interview skills, the more you need to make sure your interviewee is absolutely right.
  5. Be careful when editing. In 15 minutes, I can draw out many fine testimonials from an interviewee. Then it’s a matter of weaving those testimonials and insights into a narrative. Conversations tend to ramble, so no one complains if I rework quotes to make them flow and to emphasize a point–but I never ever put words into the interviewee’s mouth. You want to respect the identity and honesty of the interviewee; the surrounding narrative is your chance to expand on what they say.

If you haven’t interviewed any of your customers or clients, you’re missing a great chance to build rapport, marketing content, and differentiators. Contact me through LinkedIn or TWP Marketing & Technical Communications. I can help.

My Customers Won’t Talk to Me!

Q. My customers must love my products and services because they keep returning. But they don’t send thank you letters, they don’t compliment me or my staff, and if I ask them how we did, they say “Great!” That doesn’t tell potential new customers anything. What’s with them?

A. Customers are only human. They know they are talking to the head of a business they like, so they want to give you what you want. But they aren’t sure exactly what to say (they expect you want marketing jargon and they don’t know how to speak jargon); are shy about revealing their ignorance of the specifics of what you did; and feel resentful about having to invent something right now or about confronting endless surveys. The wise approach is to put a third party into the mix.

Strong Interviews Lead to Strong Testimonials

Here’s how I handle customer interviews to make sure they deliver testimonials and information you can use to market, align, and improve your business.

  • First, I interview you to find out what you think you accomplished for that customer and how how that particular job reflects your overall business and its goals.
  • Then, I contact your customer (after you’ve prepared the way with a brief email or phone call) to ask for a 15-minute interview at the customer’s convenience. That time limit is most important.

I ask the customer leading questions, listen to the answers, and base my next question(s) on those answers. We take a journey together through the customer’s experience, with no previous expectations. I ask the hard questions, too; for example, what would you do differently next time to solve your problem? What should the company do differently? I can ask those questions because I am not the business owner, and I can negotiate confidentiality if that’s necessary. I keep the interview on target and deep dive for differentiators.

Finally, I create one or more strong testimonials, which I then submit to the customer for the customer’s approval. Or I create an entire case study, which I submit to you first (to make sure the content matches your goals) and then to the customer for approval. Because I listen well and ask insightful, respectful questions, most testimonials and case studies return from the customer with minor if any changes.

Strong Testimonials Connect with Potential Customers

The result: You have testimonials that actually say something in clear, everyday language that speaks to potential customers. You learn facts about your business and the customer experience that you may never have expected. You have the basis for or a complete case study that explains exactly what you do and how you do it.

TWP Marketing & Technical Communications has over a decade of experience in interviewing business owners and their customers. If you want testimonials that work hard for your business in the marketplace, contact us today.