Interviewing Your Customers: The Power of the Story

If you are waiting in vain for your customers to provide a testimonial or thank you letter, you might want to try interviewing them instead. 

Unlike a customer-written testimonial or letter, an interview offers several advantages. You can clarify what the customer means by a comment and ask for the details that set their experience and your company apart from the competition. While it is nice to hear “great job!”, details make a more compelling testimonial, one that inspires potential customers to call you.

With an interview, you gain enough insight to write a success story that captures the attention of customers who recognize themselves in the story. Few marketing tools are as powerful as a good story. If you listen closely to what the customer is saying (instead of focusing on what you want the customer to say), you may gain a new perspective on the value of your products and services.

As a professional writer, research and interviewer, I enjoy interviewing my client’s customers. A freelance interviewer has the freedom to ask questions that a company owner or employee can’t ask or hasn’t considered. Customers feel more relaxed about offering feedback. In one case, a customer’s comments led to an entire new marketing area for a company, which hadn’t realized all the benefits their product brought to that customer. In another case, a customer’s comments enabled a company to address the customer’s concerns before the customer wrote a poor review.

In 20 minutes with a professional interviewer, a customer will provide strong testimonials that can be used online and in print in websites, blogs, brochures, articles, success stories and press releases. I have been interviewing customers for large and small companies for more than 15 years. Contact me today to add the power of the story to your marketing plan.