Content

Customer Interview Guide

A structured guide for conducting customer interviews that capture compelling stories for testimonials, case studies, and marketing content.

Suggested Subject Line

Let's capture your {company_name} success story

Template

interview-guide.txt

CUSTOMER INTERVIEW GUIDE

Preparation Checklist:
□ Review customer's account history and key milestones
□ Note any support tickets, wins, or challenges
□ Prepare recording equipment/software
□ Send calendar invite with video link
□ Email customer a brief overview of topics (not exact questions)

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OPENING (2-3 min)
"Thanks so much for taking the time to chat, {customer_name}. I really appreciate it. Before we start, I want to let you know this is a casual conversation -- there are no wrong answers. I'm just interested in your honest experience. Do you mind if I record this so I don't miss anything? Great, let's dive in."

WARM-UP (3-5 min)
1. "Tell me a bit about {company} and what you do there."
2. "What does a typical week look like for you?"

THE PROBLEM (5-7 min)
3. "Take me back to before you started using {product}. What was the biggest challenge you were facing?"
4. "How was that challenge impacting your {team/business/daily work}?"
5. "What had you tried before to solve this problem?"

THE DISCOVERY (3-5 min)
6. "How did you first hear about {product}?"
7. "What made you decide to give it a try?"
8. "Were there any alternatives you considered? What tipped the scale?"

THE EXPERIENCE (5-7 min)
9. "Walk me through the first few weeks of using {product}."
10. "Was there an 'aha moment' when you knew this was the right solution?"
11. "What does {product} help you do that you couldn't do before?"

THE RESULTS (5-7 min)
12. "What specific results have you seen since implementing {product}?"
13. "Can you put any numbers on that? (Time saved, revenue increase, costs reduced)"
14. "How has {product} impacted your broader goals or KPIs?"

THE CLOSE (3-5 min)
15. "If you were talking to someone in a similar situation, what would you tell them about {product}?"
16. "Is there anything else you'd like to share that I didn't ask about?"

WRAP-UP
"This has been incredibly helpful, {customer_name}. Thank you so much for sharing your story. We'll send you a draft to review before anything goes live."

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POST-INTERVIEW:
□ Send thank-you email within 24 hours
□ Transcribe recording and highlight best quotes
□ Draft testimonial/case study for customer review
□ Get written approval before publishing
□ Send final published piece to customer for sharing

Tips for Using This Template

Never send exact questions in advance -- send topics instead. Rehearsed answers sound scripted and lose authenticity. You want natural, conversational responses.

The best quotes come from follow-up questions. When a customer says something interesting, ask 'Can you tell me more about that?' or 'What did that look like specifically?'

Silence is powerful. After a customer finishes answering, wait 3-5 seconds before asking the next question. They'll often fill the silence with the most honest, unfiltered thoughts.

Have the interview conducted by someone the customer is comfortable with -- their account manager or success rep, not a stranger from marketing.

When to Use This Template

Use this for your most enthusiastic customers who have achieved significant results. Customer interviews yield the richest testimonial content but require more time and effort. Reserve them for your best stories that warrant case studies, video testimonials, or featured customer spotlights.

Frequently Asked Questions

How long should a customer interview be?

25-35 minutes is ideal. This gives you enough time to cover the full story arc (problem, solution, results) without losing the customer's attention. Always tell the customer the expected duration in advance and respect their time.

Should customer interviews be on video?

Yes, whenever possible. Video interviews give you the most versatile content: you can pull quotes for text testimonials, clips for video testimonials, full footage for case study videos, and screenshots for social proof. Even if you only use the transcript, recording on video is worth it.

How do I make customers comfortable during interviews?

Start with easy questions about themselves and their role. Reassure them there are no wrong answers. Use a conversational tone, not an interrogation style. If they seem nervous, share a brief anecdote about your own experience with the product to level the playing field.