Account Management
Voice of the Customer Interview
A voice of the customer interview is an open conversation with a customer to understand their needs, their priorities and the words they use, rather than to measure a score. Run regularly, these conversations feed product, service and messaging decisions with first-hand evidence. The questions below are open and easy to answer out loud, and they move from the customer's context to your product, then to the future.
17 questions
When to use this template
- When you need to understand customers in depth before a decision on product, service, pricing or positioning.
- On a rotating basis across customer segments, so that you hear from long-standing, recent and quiet customers and not only the most vocal.
- After a launch or a change of offer, to learn how it is perceived in the customer's own words.
Questions to ask
Customer context
- 01Can you tell me a little about your role and what your day looks like?
- 02What are the main challenges you are dealing with at the moment?
- 03How were you handling this before you started working with us?
Choosing us
- 04What made you start looking for a solution?
- 05What did you compare us with, and what tipped the decision?
- 06Was there anything that almost stopped you from choosing us?
Everyday experience
- 07How do you use our product or service in a typical week?
- 08What do you enjoy most about it?
- 09What frustrates you, even if it seems minor?
- 10Is there something you do on the side, outside our offer, to get the job done?
Support and relationship
- 11How would you describe your contact with our team?
- 12When you needed help, how did it go?
- 13How do you prefer to hear from us, and how often?
Looking ahead
- 14If you could change one thing about what we offer, what would it be?
- 15What would you like us to offer that we do not offer today?
- 16How would you describe us to a colleague who has never heard of us?
- 17Is there anything you expected to be asked today that I have not asked?
Tips for a useful conversation
- Let the customer talk about their situation first: the product comes later, and the best insights often sit in the context.
- Note the exact words customers use, because they are more valuable for messaging than any paraphrase.
- Ask for a recent, concrete example whenever someone makes a general statement.
- Do not defend the product when you hear criticism; say thanks and ask what happened.
- Share what you learned with the teams who can act on it, and tell customers what changed because of them.
Mistakes to avoid
- Asking leading questions that invite the customer to confirm what you already believe.
- Interviewing only happy customers, which hides the real weaknesses.
- Turning the conversation into a sales pitch or a support ticket.
- Collecting interviews without analysing them together and drawing out themes.
Let Passisto Clients hold these conversations
The AI agent calls your clients, asks the right follow-up questions and gives your team a clear report with the actions to take.