The Customer Interview


When you are looking to create film customer interviews there are a number of key points to consider.

You will need to make a distinction between different communication objectives and approaches for customer interviews. Customer insights can help capture the attention of your audience, but do do so, you will need the following:

  • Short and provocative soundbites.
  • Insights that are going to be important to a potential client
  • A short story that is relateable
  • A champion, one who's personal experience is highly sought after
  • Persuade or prove a certain viewpoint

Utilize frameworks that you’ve established to help make filming easier. If you have these well documented it will lower your preparation time and improve your interview. Make sure you’ve aligned questions to each specific point you want to make and ensure to incorporate questions, issues, valued criteria that are important to potential clients.

Additionally, you should include points that influence buying and criteria that are favorable to your company. By doing so you will be better able to address customer questions, objections, and address concerns.

Here are specific recommendations:

  • Decide the important areas you want the customer to address, what specifically you want them to say. You really don’t have much time with them. You must prioritize.
  • Align each customer and individual speaker to a specific set of questions — not general — ask yourself what customer questions they can best speak to?
  • Prepare multiple questions to elicit those points. You may have to ask the question in a variety of ways.
  • Provide preliminary input to your customer before the interview in the form of a checklist. Tell them you’re hearing customers ask these questions. Ask if they are comfortable addressing them, allow them time to think and prepare.
  • Tell the customer you know people have a very short attention span, so you are looking for short, direct answers to specific questions, not long stories. Explain you will let them complete every point, but you may ask them to repeat their answer in a more succinct fashion. You need this, prepare them.
  • Don’t be afraid to ask customers if they would be comfortable making a specific point (which you provide them) — in their own words of course.
  • Keep it light, people will fatigue quickly, often as early as 20-30 minutes. You’ll see fatigue showing up in bobbles and mistakes that require re-takes at the customer’s request. 


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