Supply chain issues. Engineering roadblocks. Unresponsive service.

At a 30,000-foot level, customer pain points tend to center around the same terms you’ve heard over and over again.

Customer interviews are a much-needed chance to dive deeper.

Content Director Toby Wall and Senior Writer Mary Tomlinson discuss how to dig deep in customer interviews and go beyond the buzzwords.

Ask for information like:

  • Real-life examples of this high-level problem
  • Context surrounding the problem — pressing deadlines, production demands, changes in personnel, the whole nine yards
  • Rippling effects on the rest of the business so you understand not just the challenge, but what’s actually at stake

The benefits of gaining these insights and understanding the full scope of the problem? More impactful content that makes your potential customers say, “That sounds like me.”