customer interviews

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Top level customer interviews

“Know and understand your customers”

Qualified customer interviews are an integral keystone of marketing planning, customer-focussed quality management as well as systematic customer relationship management. Via verbal or written interviews of different customer groups, the company receives concrete feedback about customer satisfaction and loyalty, quality of service and development of demands within the market. However, customer interviews are not about determining general satisfaction values with regard to routine services. The actual usefulness of customer interviews lies in the fact that they help improve companies’ orientation towards customers in a focussed way, based on events which are critical for success, as well as the way in which they make a concrete contribution to setting up and then expanding a lasting customer satisfaction management system. Key questions are therefore: what things are customers especially dissatisfied about? And: what precisely can be improved?

With psychonomics you have a very experienced and competent partner for planning, implementation and analysis of customer interviews ready to help you. Our customer satisfaction studies contain a maximum of actionable information so that you can understand your customers even better and strengthen their loyalty.
satisfaction and loyalty, quality of service and development of requirements in the market. However, customer interviews are not about determining general satisfaction values with routine services. The actual use of customer interviews is more focussed on improving customer orientation and precise contribution of build-up and expansion for a lasting customer satisfaction management. These improvements are subject to success-critical events. Key questions are therefore: what things are customers especially dissatisfied about? And: what precisely can be improved? With psychonomics you have a very experienced and competent partner for planning, realisation and analysis of customer interviews at your disposal. Our customer satisfaction studies contain a maximum of action relevant information so that you can even better understand your customers and strengthen their loyalty.

Advantages of consumer surveys

Essential strengths and weaknesses of the company become transparent
Concrete potential for improvement and crunch factors are established and implemented in line with customers’ needs
Customer interviews reduce “corporate blindness” and enable the company to put itself in the position of the customers and their requirements
Already carried out or planned marketing and quality measures can be systematically controlled/evaluated or checked with regard to acceptance and success prospects
Customer interviews contribute to improvement of complaints management, attitudinal and evaluation differences between various demographic and psychological customer groups become visible and can be used strategically within the framework of customer value approaches


Which questions are suitable for customer interviews?

The fields of application of customer interviews cover all areas of B-to-B and B-to-C in services, commerce and industry. The main actionable relevance can be found in the areas of strategic and operative marketing, sales controlling, QM, CRM and controlling. Main focus for customer interviews can be especially:

Customer satisfaction analysis (product, service and consulting services)
Gathering improvement suggestions
Product development
Image analysis
Critical incidents analysis
Customer loyalty analysis
Complaints analysis/ canceller analysis
Benchmark with competitors


How do we proceed?

We determine the aims, basic framework and topic areas for the customer interview together with the client
We develop an interview concept that is sound, both in terms of methodology and content, and select the most suitable interview variants with the customer (face-to-face, telephone, written, representative, etc.)
We develop an individual interview tool or provide our own existing benchmark tool
We recruit the interview participants by means of customer lists and in line with the agreed target group criteria and guarantee data security and anonymity of the interview
We carry out the interviews in the form of telephone or face-to-face interviews, written or online supported interviews
We evaluate the data by means of different statistical approaches
The results will be summarised in a detailed chart report or management summary and presented to the client
We advise the client on the concrete implementation of the relevant areas of action
We conduct workshops for implementation of the results with managers or teams


Information and advice

For questions and further information on conception and implementation of customer interviews, Mr. Oliver Gaedeke ( oliver.gaedeke@psychonomics.de) is ready to help you. We will gladly submit you an individual project quote.