The Secret Art of Customer Interviews: Getting Real, Honest Insights (From Someone Who Learnt the Hard Way)

You know that sinking feeling when you're in the middle of a customer interview, and you realise you're just scratching the surface no matter how deep you try to dig? (Been there!) It's like trying to have a heart-to-heart conversation with someone who's wearing a suit of armour.

Let me share something I learnt after stumbling through my first dozen customer interviews: Getting great insights isn't about having the perfect questions – it's about making your customer feel like they're chatting with a trusted colleague over coffee.

Why Most Customer Interviews Feel Like Pulling Teeth

Here's an embarrassing confession: In my early days of customer research, I thought being "professional" meant being formal and serious. The result? My interviews felt more like dental extractions than conversations. (My poor customers!)

Let's break this down. There are essentially three types of challenging customer interviews we've all encountered:

• The "Is This Over Yet?" Interview (where they're checking their watch every 30 seconds)

• The "I'll Never Tell" Interview (where getting actual numbers is like trying to crack a secret code)

• The "Everything Is Fine" Interview (where they're so positive, you'd think your product cures cancer)

The good news? After 250+ interviews (and plenty of awkward moments), I've cracked the code on turning these situations around. Here's what I've learnt...

The Secret Sauce: Your First Five Minutes Matter More Than Your Questions

Think of a customer interview like making a soufflé – the preparation matters more than anything else.

Part 1: Setting the Stage

1. Start With a Genuine Connection

   Instead of the robotic "Thanks for your time," try something like: "I was just reading about your company's recent sustainability initiative – that must be exciting to be part of!" (Bonus points if you can reference something specific they've worked on.)
   

2. Be Refreshingly Honest About Your Purpose

   Here's what works wonders: "I'm going to be super transparent – this isn't a sneaky sales call. We're on a mission to understand your challenges so we can build something genuinely useful. (And between us, your honesty is exactly what we need!)"
   

3. Make It Worth Their While

   Instead of vague promises, be specific: "Your insights today will directly influence how we tackle [specific problem they face]. Think of this as your chance to shape a solution you'll actually want to use!"
   

4. Give Permission for Radical Honesty

   My favourite line (which never fails): "The absolute worst thing for us would be building something that no one needs. So please, don’t worry about offending us, be completely honest!"

Part 2: Building Trust

Remember how your best conversations happen naturally? Let's bring that same energy here:

1. Match Their Vibe

   If they're bringing high energy, match it! If they're more laid-back, dial it down. (It's like dancing – you want to move together.)
   

2. Show You're Really Listening

   When they share a frustration, lean in: "Wow, that sounds incredibly frustrating. Help me understand what that means for your daily work."
   

3. Follow the Breadcrumbs

   When something interesting comes up, get curious: "That's fascinating – could you walk me through the last time that happened?" (Some of my best insights came from these unexpected detours.)
   

Part 3: Keeping It Real

1. Start Big, Go Small

   Begin with "Walk me through a typical day" before diving into specifics. (If you start with the details, you'll shape their story around that single puzzle piece instead of seeing the whole picture.)
   

2. Stay Grounded in Reality

   Focus on what they've actually done, not hypotheticals. Real stories beat imaginary scenarios every time!

   
   
   
   

The Magic Moment When Everything Clicks

You'll know you've nailed it when your customer interview starts feeling less like an interview and more like an engaging conversation between two curious people. (Those are the moments when the real gold comes out!)

Remember: Your goal isn't to check boxes on a questionnaire – it's to understand your customer's world so well that you could walk in their shoes. And sometimes that means letting go of your perfectly crafted question list and just being genuinely interested in their story.

I still remember the interview that changed everything for me: The customer started by giving careful, measured responses, but by the end, they were drawing diagrams and sharing stories about their biggest workplace frustrations. That's when I realised – magic happens when we stop trying to be perfect interviewers and start being genuinely curious humans.

Give these techniques a try in your next customer conversation. And remember – if you feel a bit awkward at first, you're doing it right! (We all start somewhere...)

Let's make customer interviews less like interrogations and more like those great conversations that leave you energised and full of insights. After all, isn't that why we do this in the first place?

Happy interviewing!