The Customer Interview Template

Uncover the most important needs of your customers.

Customer Jobs Questions

Uncover a customer segment’s most important jobs

Customer Pains Questions

Uncover a customer segment’s most critical pains.

Customer Gains Questions

Uncover a customer segment’s most important gains.

Customer Interview Example Transcript

Learn how to use the Customer Interview Template.

Are you struggling to uncover the most important needs of your customers?

Conducting verbal experiments is both an art and a science.

Are you missing key topics in your interviews?

Leverage the template to confidently cover all essential areas— jobs, pains, and gains — for a complete view of your customer’s experience.

Are your interviews inconsistent, making it nearly impossible to compare feedback?

Standardise your approach using the template’s structure to secure reliable, comparable insights every time.

Do your interviews lose focus, leaving key insights undiscovered?

Maintain focused conversations by following the guided flow, ensuring you capture every essential insight.

Do your questions unintentionally steer the conversation or bias responses?

Use balanced, non-leading questions from the template for unbiased, authentic responses.

Do you find establishing rapport and trust during your interviews challenging, potentially limiting customer openness?

Boost your preparedness with a structured approach that builds stronger customer trust and credibility.

Is it a struggle to align your qualitative interviews with experiment success metrics and your Value Proposition?

The template’s consistent structure of questions aligns perfectly with customer interview success metrics and your Value Proposition Canvas.

Get straight to the point in your interviews.

The Customer Interview Template is for teams wanting to improve their interview skills.

Reduce the number of irrelevant interview questions.

Increase real insights connected to your hypothesis.

The Customer Interview Template helps you structure your customer interviews. It is structured around the three core areas—jobs, pains, and gains—to help you uncover exactly what matters to your customers.

Use the template for any verbal experiments to test a hypothesis around a specific customer segment (e.g., partners, suppliers, internal experts or stakeholders, B2B or B2B customer segments)

Download The Customer Interview Template.

Structure your customer interviews.

Download

You can use The Customer Interview Template for free. Instead, I would appreciate your feedback after at least 15 interviews to help me create useful innovation tools!

This makes the Customer Interview Template essential.

Interview Script Outline

The division into clear sections including timeboxes keeps your conversation focused and organized.

Curated Question Banks

Provides pre-defined questions for each segment, ensuring you consistently uncover what truly matters to your customers.

Standardized Process

Offers a repeatable, structured approach for every interview, resulting in reliable, comparable insights.

Customization & Flexibility

Easily tailor the content to your specific context and hypothesis.

Download The Customer Interview Template.

Structure your customer interviews.

Download

You can use The Customer Interview Template for free. Instead, I would appreciate your feedback after at least 15 interviews to help me create useful innovation tools!

Usage instructions

1. Define the roles

Clarify the roles within your team for a sequence of interview sessions. Here, you will find guidance on interview roles and responsibilities.

2. Familiarise with interview best practices

Review the most critical interview best practices with your team.

If you feel comfortable conducting customer interviews, choose the more comprehensive list of best practices.

3. Prepare the template & conduct interviews

Select the questions based on your hypothesis. Complete the script by adding custom questions.

4. Debrief and adapt

Debrief with your Note-taker and your Observer right after the interview to identify if adjustments of the questions are needed.

Feedback on the Customer Interview Template

Thank you for using the Customer Interview Template. I would appreciate your feedback to help me create useful innovation tools!

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How would you rate your interviewing skills BEFORE you started to use the template?

Beginner – I had little to no experience in conducting interviews		Intermediate – I regularly conducted interviews, but not systematically		World class – my practice is used in a case study for others to learn
Beginner – I had little to no experience in conducting interviewsItem #1 Beginner – I had little to no experience in conducting interviews	Item #1	Intermediate – I regularly conducted interviews, but not systematicallyItem #1 Intermediate – I regularly conducted interviews, but not systematically	Item #1	World class – my practice is used in a case study for others to learnItem #1 World class – my practice is used in a case study for others to learn

In how many interviews was the Customer Interview Template used?

< 15
Between 15 – 50
50+

Did the Customer Interview Template help improve your interviewing skills?

Not at all – No improvement in my interviewing practices		A little – It helped to structure and focus the conversation		A lot – interviews are structured, focussed, and efficiently extract insights
Not at all – No improvement in my interviewing practicesItem #1 Not at all – No improvement in my interviewing practices	Item #1	A little – It helped to structure and focus the conversationItem #1 A little – It helped to structure and focus the conversation	Item #1	A lot – interviews are structured, focussed, and efficiently extract insightsItem #1 A lot – interviews are structured, focussed, and efficiently extract insights

Is there anything else you would like to share with me?

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