Customer interview template

A customer interview needs a call, and finding a time takes a week of emails.

This template is five questions answered by voice on a link, and SendMyVoice gives you the audio and a transcript of each.

Free plan, no account to answer.

sendmyvoice.com/r/k7f2q9

Step 1 of 5

What were you trying to get done when you started looking?

Tap to record. Up to 2 min.

The questions

  1. 1

    What were you trying to get done when you started looking?

    The job behind the purchase. Often not the feature you'd guess.

  2. 2

    What did you try before us, and why didn't it stick?

    Your real competition, which is often a spreadsheet or nothing at all.

  3. 3

    What nearly stopped you from buying?

    The doubts your pricing page has to answer.

  4. 4

    What made you decide in the end?

    Words for your website, in the customer's own phrasing.

  5. 5

    If you could change one thing, what would it be?

    One thing, so you know where to start.

On the free plan (3 questions), use 2, 3 and 4. The questions work in any form tool too.

Example answers

ML

Maria Lopez

Answered today at 10:42

  1. 1. What were you trying to get done when you started looking?

    0:51

    I run a small cleaning company and I was losing track of which client had given us which key. I needed one place for that, and for who's booked where.

  2. 2. What did you try before us, and why didn't it stick?

    0:44

    A whiteboard in the van, then a shared calendar. The calendar was fine until we got to six cleaners.

  3. 3. What nearly stopped you from buying?

    0:33

    The price per user. I wasn't sure the part-timers needed their own logins.

  4. 4. What made you decide in the end?

    0:27

    The free trial. I set it up on a Sunday night and the team was using it on Monday without asking me anything.

  5. 5. If you could change one thing, what would it be?

    0:19

    Let me print a day's schedule. Two of my cleaners don't use phones for work.

No call to book
A 30-minute interview needs a slot in two calendars. A link can be answered between jobs, in a few minutes.
The customer's exact words
Notes from a call are your summary. A spoken answer keeps the customer's phrasing, and the transcript lets you quote it on your website.
Answers side by side
Send the same five questions to every new customer. Then see everyone's answers to one question side by side.
Into your research notes
On Pro, each set of answers can go to a Notion database or a Google Sheet as a row.

Questions

What questions should you ask in a customer interview?

What the customer was trying to do, what they tried before, what nearly stopped them, what made them decide, and what they'd change. Ask about what happened, not about the future.

Can a customer interview work without a call?

Yes, for these questions. You lose the follow-up questions, but you hear from more customers, since there's nothing to book.

Does my customer need an account?

No. The link opens in a browser on a phone or laptop, with no account and no app.

How many questions can I use for free?

3 on the free plan, 20 on Pro.

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Hear why customers bought, in their words

Free plan, no credit card. No account to answer.