Mastering Customer Interview beyond the Script

You've probably seen tons of guides that give you a list of questions for customer interviews. Sure, having a script can be handy, but there's way more to it. The real magic happens when you make the person you're chatting with feel at ease and trusted. When they start sharing something intriguing, don't be afraid to toss that script aside for a moment and dive deeper. And remember, it's not just about words. Pay attention to their vibes, their body language, and how they're feeling. By genuinely connecting and understanding them, you'll get insights no script can offer. The following set of practices will help you transform your interviews and make those conversations truly meaningful!

Setting up the tone

Creating a comfortable and trust-filled atmosphere isn't just about ticking boxes; it's essential for a meaningful dialogue. Here's how to ensure your interviewees feel valued and safe:

1. Start with Clarity: A well-structured introduction sets the stage. Begin by clearly presenting yourself and the objectives of the interview. Make sure to express gratitude for their time and assure them of the confidentiality of the conversation. Saying something as simple as, "Thank you for your time today. I'd like to assure you that our discussion will remain confidential" can provide immense reassurance.
2. Prioritize Presence: Genuine engagement demands mental presence. An interviewee can sense distraction, which can be off-putting. A tip from "The Charisma Myth" by Olivia Fox Cabana: Before the interview, take a brief moment to center yourself by focusing on the physical sensations in your toes. It might sound unusual, but this practice helps ground you, ensuring you're fully present and emanate warmth during the interaction. Alternatively, before an interaction, release physical tension by exhaling twice as long as you inhale for a couple of breaths. This is a quick way to calm your nerves.
3. The Power of Personal Connection: Small talk is more than just a filler; it's a tool. It helps you gauge the interviewee's context and foster a rapport. Inquire about their day, or if something in their background catches your eye—like a particular book or artwork—mention it. A brief, light-hearted personal anecdote can also help bridge any initial distance.

Diving Beyond the Script

Scripts are helpful as a starting point, but the real gems of insight often lie beneath the surface, waiting to be discovered through active listening. Here's how you can dig deeper and unearth those insights:

Structuring Follow-up Questions. There are five types of follow up questions that can help you dive deep into topics:

1. Open-Ended Questions: Move away from yes/no formats. Instead of "Did you like the feature?", probe with "What aspects of the feature stood out to you?"
2. Clarification Questions: Address ambiguities. "When you mentioned 'it felt slow', did you mean the loading time or the overall user experience?"
3. Reflective Questions: Reflect back for elaboration. "You found the interface intuitive. Can you share a specific instance where you felt this way?"
4. Hypothetical Questions: Understand attitudes by posing scenarios. "How would you react if we introduced a customization feature?"
5. Direct Dive: Pursue interesting points for more detail. "You've highlighted issues with the checkout process. Could you expand?"

Echoing Back. Echoing back is a natural way to encourage the interviewee to expand on a topic:

1. Paraphrasing: Reword the respondent's statement. Respondent: "I get lost in the app." Echo: "You feel the app's navigation is confusing for you?"
2. Summarizing: Capture the main essence. Respondent: "[Detailed issue with a feature]" Echo: "So, your main concerns with X feature are Y and Z?"
3. Direct Repetition: Emphasize understanding. Respondent: "The platform's speed is frustrating." Echo: "Frustrating? Tell me more."

Stay Neutral. Showing judgment or a specific sentiment can easily bias the interviewee or even destroy trust.

1. Avoid Leading Questions: Keep questions unbiased. Instead of "You liked our new update, right?" ask, "How did you perceive our new update?"
2. Mind Your Tone: A neutral tone is essential. Swap a surprised "Really?" with "Could you elaborate on that?"
3. Body Language Matters: On video calls, subtle reactions can communicate much. Maintain a neutral expression to avoid influencing responses.
4. Neutral Phrasing: Steer clear of judgmental language. Rather than "Why did you dislike that feature?", ask, "What feedback do you have on that feature?"
5. Avoid Assumptions: Don't pre-empt feelings or experiences. Instead of "You likely felt X when Y happened?", opt for "How did Y event make you feel?"

Empathy and Presence

Creating genuine connections, especially in virtual interviews, requires a blend of empathy and presence.?

Cultivate your presence:

1. Eye Contact: On video calls, it's about looking at the camera when speaking. This mimics in-person eye contact, making the conversation feel more intimate. Avoid the temptation to check your appearance on the screen consistently; it can be interpreted as disengagement.
2. Smile Genuinely: A true smile can instantly warm up a digital interaction. However, ensure your smiles are timely and sincere; an overused or out-of-place smile can feel forced.
3. Nodding and Gestures: Occasional nodding signals that you're actively following the conversation. Hand gestures, employed judiciously, can underline your points or convey enthusiasm.

Use mirroring to strengthen your connection:

1. Physical Mirroring: If your interviewee leans in, consider leaning in slightly. But tread lightly—emulating distinctive gestures might seem like imitation rather than genuine mirroring.
2. Verbal Mirroring: Integrate specific words or phrasing from your interviewee into your dialogue. For instance, adopting the term "challenging" over "difficult" can make the conversation flow more naturally.
3. Pace and Tone: Aligning your speech pace and tone with the interviewees fosters a sense of symmetry in the conversation.

Be Emphatic:

1. Observe Body Language: While limited by the screen, facial expressions and posture can still provide valuable cues. A lean-in might show eagerness, while a lean back could hint at discomfort.
2. Validate Feelings: Always acknowledge emotions. Phrases like "That sounds tough" or "I can see why you felt excited about that" affirm the validity of their experiences.
3. Adapt to Energy Levels: Flexibility is key. If an interviewee seems drained, perhaps offer a shorter session or a rescheduling option. Conversely, if they're full of energy, delve deeper to maximize the engagement.

Implementing these techniques takes your customer interviews to the next level. By fostering trust and understanding, you're more likely to uncover deeper insights and genuine feedback. Moreover, interviewees will feel valued and heard, enhancing the quality of the relationship. In the end, these approaches transform interviews from mere data collection sessions into meaningful, productive dialogues.?

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