Carefully crafted customer interview questions are essential for uncovering insights that drive product improvements and better customer experiences. The right questions will help you truly understand customer needs and pain points, leading to stronger decisions and better alignment with their expectations.
To help you get the most from your interviews, we’ve curated a list of customer interview questions that will set you up for CX success.
Let’s dive in!
Why are customer interviews important?
Customer interviews help you directly connect with your customer’s pain points, needs, and challenges—in other words, gather information that you cannot obtain simply by carrying out surveys and looking at analytics on spreadsheets.
The goal of these conversations is to validate your assumptions and gather customer feedback that will directly influence product development.
1. Learn their immediate needs
When you sit down with a customer, you can hear stories and details that often don’t come out in other forms of research. Sometimes, customers only realize they have certain needs once you ask the right questions.
For instance, during interviews for a project management tool, you might discover that users need help tracking time across multiple projects. They may not have explicitly mentioned this in surveys, but in conversation, it becomes more obvious.
Maybe they’ll mention a workaround they’ve created to deal with a problem your product doesn’t solve—or perhaps they’ll share frustrations that reveal unmet needs. However, asking the right questions will help you prioritize implementing a time-tracking feature that improves your tool’s value.
2. Validate assumptions
It’s relatively easy to make assumptions about what customers want when interacting with your product or how you think it will scale throughout the production cycle.
Let’s say you’ve assumed that customers prefer simplicity over advanced features. During interviews, however, you might find that your power users need more customization options and feel limited by the product’s current design.
The key factor here is confirming whether your assumptions are accurate or need to be adjusted to reduce the risk of building features that miss the mark in the market. You can do so by introducing assumption mapping into your work flow.
Check out the following video explaining the concept of assumption mapping.
3. Optimize the checkout flow
If you’re running an e-commerce store, you may hear from customers that the checkout process feels like a hassle when you run a short survey on them. That becomes a big clue to simplifying things.
If people are dropping off at this stage, maybe it’s because there are too many steps or payment options aren’t clear. Making the checkout smoother—like reducing the number of clicks or offering quick payment methods—could lead to fewer abandoned carts and more completed purchases. Ultimately, lower cart abandonment rates boost conversions.
4. Enhance onboarding efficiency
Customer interviews often shine a light on issues with the onboarding experience, which is critical as it’s the first touchpoint for new users. If customers express frustration with a clunky or confusing onboarding process, it’s a red flag that this area needs immediate attention.
Simplifying the onboarding process, offering clear instructions, or even adding a quick tutorial can make a big difference. A smoother start not only makes users happier but also helps them see the value in your product faster, keeping them engaged longer.
Types of customer interview questions
When conducting customer interviews, different types of questions can help you explore various aspects of the customer’s experience.
Let’s break down the main types of questions that can guide your interviews and help you get the most valuable feedback. And let’s take a look at examples of customer interview questions you should ask.
Exploratory
Exploratory questions cover every aspect of the customer’s experience.
For instance, asking a question like, “What were you hoping to achieve when you first started using our product?” can reveal the customer’s initial goals and expectations.
Suppose you’re developing a fitness app—an exploratory question might reveal that users are more interested in tracking mental health improvements alongside physical fitness, which could lead you to integrate mood-tracking features.
Always bear in mind the nuances of using explanatory questions, as they may not work with customers who have yet to try out your product enough to form an opinion.
Behavioral
If you’re focusing on what customers have done in the past, behavioral questions set you up nicely to lean into their actions and decision-making processes. Questions like “Can you walk me through the last time you used our product?” help you understand how your product fits into their routine.
In the context of a budgeting app, a user might describe how they always use the app at the start of the month to plan their finances, which could highlight the importance of offering robust monthly planning features. It is also another way to carry out customer experience research for an even better product delivery.
Attitudinal
At the core of business lies the importance of customers’ feelings, opinions, and attitudes toward your product or service. Asking “How do you feel about our recent update?” can present the areas in which your changes meet customer expectations or not.
For example, in a streaming service, customers might express dissatisfaction with a new interface design, prompting you to reconsider or tweak the changes based on their feedback.
Product-specific
Product-specific questions target particular aspects of your product. For instance, “Which features do you find most useful, and why?” helps you identify what’s working well and what might need improvement.
Suppose you’re working on a CRM tool. In that case, customers might highlight that the integration with their email system is crucial, leading you to prioritize improvements in that area to enhance their workflow.
10 examples of customer interview questions you simply have to ask
1. What problems were you trying to solve when you started using our product(s)?
This question gets straight to the core of why a customer sought out your product in the first place. It sheds light on the initial pain points that drove their decision.
For instance, if customers were looking for a solution to improve team collaboration and your product delivered on that, it’s important to know if those initial problems have been fully addressed or if there are still lingering issues.
Use this information to ensure your product meets these critical needs and guide future development to better align with user expectations.
2. How did you discover our product?
Getting to know how customers found your product helps you narrow down which marketing efforts are most effective. If many users mention discovering your product through social media, it indicates your social media strategy is working.
On the flip side, if referrals and word-of-mouth are prevalent, you should explore other methods, like referral programs, or focus on delivering exceptional customer experiences that naturally encourage recommendations.
The goal is to learn how to optimize your existing marketing strategies and direct resources toward the most successful channels.
3. How do you currently use our product in your daily routine?
This is one of the best examples of customer interview questions that highlight the practical ways in which your product integrates into customers’ lives. If users predominantly use your product for scheduling but neglect other features, it speaks on the aspects of your product that are most valuable to them.
For example, if a project management tool is mainly used for deadline tracking rather than time tracking, this indicates that scheduling is a priority.
Adjusting or expanding features based on these insights ensures that your product continues to fit seamlessly into users’ workflows.
4. What was your biggest hesitation before purchasing or using our product?
Identifying customers’ initial concerns can help you address potential barriers to adoption. If customers are apprehensive about integration issues or data security, it’s important to tackle these areas directly.
As an example, if integration with other systems was a major concern, providing clearer information or improving compatibility features could eliminate these worries.
5. How would you feel if you could no longer use our product?
This customer interview question really helps you see how much losing your product would shake up users’ routines. When your product’s absence makes a big difference in their day-to-day life, it shows just how important it is to them.
Take a productivity tool, for example; if users think losing access would mess up their project management, it’s clear your product plays a crucial role. Use this insight to spotlight your product’s value in your marketing and keep up those high service levels to keep these key users happy.
6. What’s the most challenging aspect of using our product?
Identifying the specific challenges users face can really guide your improvements.
When customers struggle with certain features or find parts of the interface confusing, it’s a clear sign that adjustments are needed. If users say a particular feature is tough to navigate, it might be time to rethink its design or offer extra resources to help them out.
Fixing these issues makes the experience more user-friendly.
7. How can we improve our product?
Gathering suggestions on how to improve your product is incredibly valuable. When users point out missing features or aspects they find cumbersome, it’s a clear signal of where to focus your updates.
Dropbox is a good example of this strategy. Users frequently asked for better file organization and more collaboration tools. Dropbox listened and introduced features like enhanced file previews and advanced sharing options.
As Jared Spool, a UX design expert, notes:
Listening to users and making iterative improvements based on their feedback is crucial. It’s not just about adding new features; it’s about refining the product to better meet user needs.
Jared Spool, a UX design expert & strategist.
8. Why do you trust our product?
Knowing what builds customer trust helps you focus on what keeps them loyal. When customers highlight factors like data security or excellent support as reasons for their trust, it’s crucial to emphasize and protect these aspects.
If users stress that strong security measures are a key reason they feel secure with your product, make sure you not only maintain these standards but also clearly communicate them.
A 2023 Trustpilot study reveals that 83% of customers view data protection as a critical trust factor. This shows the importance of showcasing your commitment to security and support.
9. What other products or tools do you use alongside ours?
When you have a clear understanding of what other tools or products your customers use alongside yours, it can open up exciting possibilities for integrations or partnerships, investigating how to improve the experience is worthwhile when users regularly combine your product with a particular CRM or productivity tool.
10. If you could change one thing about our product, what would it be?
Asking customers for that one change they’d love to see can give you powerful, targeted feedback.
When users suggest tweaks or point out features that could be better, it’s like getting a roadmap for where to focus your efforts.
For example, users might mention wanting easier navigation or a few extra features—tackling these ideas can make your product even better and boost satisfaction.
Asking this question can help you rapidly improve the usability of your product.
How to ask customer interview questions
The quality of the insights you gain hinges on how well you structure and deliver your questions.
To get the most out of these interviews, it’s essential to approach them with a strategic mindset. Here are a few tips on how to do that:
1. Create a comfortable environment
Kick things off by making sure your interviewee feels at ease. If you’re chatting over video, check your tech and choose a calm, professional background. In person?
Pick a quiet, comfy spot where you won’t be interrupted. Start with some light, informal conversation to break the ice.
This sets a friendly tone and helps the interviewee relax. Let’s say you’re discussing a new feature. You might want to talk about their day or comment on something they’ve shared. Creating a comfortable atmosphere makes it easier for people to open up and share honest feedback.
2. Use open-ended questions
Open-ended questions are key to getting detailed answers and rich insights.
Instead of asking yes-or-no questions, aim for ones that encourage a full response.
For instance, swap “Did you find our product useful?” with “How does our product fit into your daily routine?” This invites the interviewee to share more about their experience and how they use your product.
Ask questions like, “Can you describe a specific moment when our product was particularly helpful?” to get detailed stories and feedback. This approach helps you understand their experience in-depth and gather actionable insights.
3. Apply the funnel technique.
Start broad and then get specific. Begin with general questions like, “Can you tell me about your overall experience with our product?” This helps you get a big-picture view.
Once you’ve got that, dig deeper with questions like, “Which features do you use the most?” or “Have you faced any challenges with these features?”
This method lets you understand the user’s overall experience before honing in on the details. For example, if they mention enjoying a feature, follow up with, “How does this feature fit into your daily tasks?” This way, you build a comprehensive picture of their experience.
See our video guide on how to use the funnel technique.
4. Avoid leading questions.
Keep your questions neutral to get genuine feedback.
Avoid leading questions that might sway the response. For example, instead of asking, “How much do you like our new feature?” try, “What do you think of the new feature?” The latter lets the interviewee share their honest opinion without feeling guided.
Similarly, instead of saying, “Don’t you find our interface user-friendly?” ask, “How do you find the ease of use of our interface?” Neutral questions help you get unbiased feedback, giving you a clearer picture of the user’s true thoughts and experiences.
5. Follow up
Good interviewing is as much about listening to what’s said and unsaid as it is about asking questions. When someone mentions something interesting, follow up with questions that explore their answer further. If they say a feature is “confusing,” ask, “Can you give me an example of a time when it was confusing?”
This helps you understand the specifics and context behind their feedback. Summarize their responses to confirm you’ve got it right and show you’re engaged. For instance, you might say, “So, if I understand correctly, you’re saying the feature doesn’t quite meet your needs because…?” This ensures you capture detailed and accurate insights.
Conclusion
Customer interviews can really transform how you approach your product and service. They offer a window into your users’ real experiences, showing you what works, what doesn’t, and where you can improve. It’s a powerful way to ensure your product stays relevant and valuable to those who use it.
Want to put these insights into action? Get started with customer interviews with UXtweak’s Live Interviews Tool!
