The Importance of Conducting Customer Interviews Regularly
I recently interviewed a client’s customer. I was looking for a quote to put on my client’s website, but I got a lot more than a testimonial. I got a treasure trove of valuable information!
In the hustle and bustle of day-to-day activities, it’s easy to overlook a valuable process – the customer survey. Either during or after a project, giving your customer a survey to review your performance is the least you can do. Yet, many of us don’t do it.
Someone needs to sit down with your customer for a chat. For various reasons, it may not be the best approach for you to do this. It’s a better approach to hire a third party to interview your customer.
If you hired me, for example, I would take your customer survey and walk through it with them. I would also re-state the projects and services you hired them to perform. Finally, rather than just asking them for a quote, I’d ask questions that would lead to quotable quotes, like “You said he is a great teacher. Can you give me an example?” and “What are the qualities that make her a coach you want to call for help?” I’d write up my findings and then provide them to you in a report.
After you have your information together, you need to figure out how to use it. (Don’t just file it away!) Some of it will translate to great website copy. And some of it will be key information to share with your business partners and sales people. After all, keeping a finger on your customer’s pulse is a key strategy for monitoring your company’s strengths, weaknesses and opportunities.
Conducting an interview with your customers throughout the year is an excellent use of time and money because you get ongoing feedback that you can immediately put to use.
I have another post on this subject. In it, you will learn some ways to find out what your customer thinks of your services and products: Marketing 101 – Your Customer