Customer Interviews are a common mechanism for gathering the voice of the customer. They are usually conducted face-to-face to capture your customers' interaction with your brand and experience in-store.
Interviews can be used to understand:
- what your customers and non-customers are thinking as they exit your stores and what they are likely to tell their friends
- what your non-purchasers didn't purchase
- what could be done to make the in-store experience better.
The immediacy of Customer Interviews allows you to explore responses from customers to elaborate on the ratings they have provided. In particular, customers who came with an intention to purchase but didn't purchase can be questioned about their reasons for not doing so. Verbatim comments make the numbers come to life and can provide information that the survey designers hadn't even thought of!