Whether you are starting a new business or growing an existing one, talking to customers is essential for success. But just talking to them won't be enough. Knowing how to ask the right questions, listening closely to the answers and analyzing customer feedback is key. In this blog, I will give you five important tips that will help you interview your customers like a pro.

But before we get started, what is a customer discovery call? A customer discovery call is a phone or video interview you conduct with customers to better understand their needs, experience and behaviors. It's an opportunity to understand how your existing product or service can meet their needs better, as well as any challenges they may encounter. If you are just getting started and want to build your own business, this can also help you to understand if your business idea is worth pursuing.

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Tip #1: Listen more and talk less

During a customer discovery interview, it is important to remember that your goal is not to sell them something; instead, it is about listening and learning about their behavior and needs.

Let your customer talk about their experiences with the product or service, or how they do certain tasks in their lives right now. Then ask them what is bothering them about the current situation.

Listen carefully and take note of any paint points they are mentioning or potential areas for improvement.  

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Tip #2: Ask better questions

Asking better questions is key when conducting customer discovery interviews. Instead of asking closed-ended questions like “Do you like our product?” try open-ended questions such as “What was it about our product that you liked or disliked?”

These types of questions will give you more insight into what customers are thinking and help you understand their needs better.

If you don't have a product yet, ask them to run you through a certain process or task that they are familiar with and do on a daily basis. Ask them about their preferred way of doing it, any struggles they might have encountered, and how the process can be improved.

Tip #3: Avoid assumptions

It’s easy to assume that we know what our customers need and want, but assumptions can be dangerous when it comes to understanding customer behavior.

Instead of making assumptions based on past experiences or current trends, take the time to ask your customers directly what they think and how they feel about a certain situation or product.

This will ensure that you have accurate information with which to make decisions about your business.

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Tip #4: Don't rely on surveys

Surveys can be useful for gathering data, but they cannot replace direct conversations with potential customers, as surveys lack the context required for understanding user behavior.

Instead of relying solely on surveys for customer feedback, combine them with real conversations so that you can get a deeper understanding of why people are behaving in certain ways towards your product or service.

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Tip #5 Show Genuine Interest

No one likes being interviewed, but showing genuine interest in what your customers have to say can go a long way in making them feel comfortable enough with talking about their experiences with your product or services openly and honestly.

Also give them the feeling that they can openly express their feelings and honest feedback without having to be polite towards you or flooding you with compliments.

Showing genuine interest can also help to create a bond and trust between you and your customers, which might even increase your customer loyalty.

If you read until here, I have some bonus tips for you:
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_{What you should avoid at all cost:}

• Fishing for compliments instead of facts and commitments
• Being too formal
• Being pitchy
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What you instead should look for:

• Facts —Only hard, fact-based data will do - not unsubstantiated compliments, fluffy words and biased opinions.
• Commitment — To demonstrate their seriousness, they are willing to sacrifice something of high value such as a great deal of time, reputation, or funds.
• Advancement — They are progressing to the next phase of your sales funnel and getting nearer to making their purchase.
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In the end, you want to make sure you talk about their lives and not pitch your product.

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Conclusion

Customer discovery interviews are one of the most important steps in creating successful products and services because they allow us to gain insights into user behavior that would otherwise remain hidden if we relied solely on survey responses or usage data alone. Following these five tips will help ensure that your next customer discovery interview goes off without a hitch!

So get out there and start talking!

Like your business depends on it! Well, it actually does!

Book recommendations:‍
If you want to learn more about how to make the perfect customer discovery calls, read "The Mom Test" by Rob Fitzpatrick.

You can find the link to the website here.

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