How to Get Effective Feedback in a Client Interview

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Let's consider this important point in more detail. Don't have many clients? Then you should prefer interviewing to surveying. It can be recorded on a voice recorder or video device, then transcribed and converted into text. Don't forget to agree on the final version with the client, regardless of its format.

Time factor
To get a good customer review, you need to choose the right moment. The best time to do this is when the buyer has positive emotions towards you, is very satisfied with the products or services provided. It would seem that everything is clear here, but beware of some pitfalls. Let's say your business is the provision of long-term fishing and forestry email list services (marketing, accounting, etc.).

In this case, every moment often seems not quite right. There is a feeling that it is too early to ask for feedback from the client, because the main successes are ahead. Fight this feeling. Are they satisfied with your work? Then boldly ask for feedback right now. After all, you will be able to get it again after some time. If you put off getting feedback for too long, you risk finding yourself without it at all in the event of termination of interaction with the client.

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Requirements for the interviewer
The best people to interview are outsiders or new employees who have not yet associated themselves with the company and have not interacted with the client. The advantage of this approach is that these interviewers will be genuinely interested in the customer's point of view, since they know nothing about them. In addition, they will not be aggressive or try to appease the client if their opinion of the company is negative. Instead, such employees will take an exploratory position - they will try to find out what exactly caused the dissatisfaction and for what reasons.

Objectives of customer survey

Source: shutterstock.com

Finding out important details
Let's look at interview questions as an example. It's important to understand that asking them correctly is a special art. A mechanical approach won't work here. So:

Employee: Why did you choose our baby stroller?

Client: I considered the price/quality ratio of your product to be optimal.

Don't stop there. To get a full response, you need to continue asking the buyer:

Employee: Which stroller do you consider to be of high quality?

Client: The most important thing for me is the light weight of the model. After all, we live on the fifth floor of a building without an elevator, and I will have to carry her up the stairs myself.

You've gotten a more specific answer, but it's a good idea to move on and continue to find out what else is important to the buyer. Only by clarifying the truly important details will you get meaningful customer feedback. By the way, it will also be useful for understanding the real reason why consumers prefer your products.

Don't be afraid to ask about product flaws. There are no flawless products that are suitable for any situation. Every product has its limitations. For example, a baby stroller is great for driving on paved roads, but it's not suitable for a walk in the woods. And this is no reason to doubt the quality of the product. The problem is not with the stroller, but with the context of its use.

And this fact must be conveyed to consumers in order to eliminate illusions about the use of the product. In order for buyers to trust the opinion, and it in turn brings them benefit, be sure to shed light on the disadvantages and limitations of the product.