The document discusses the benefits of customer phone interviews for gathering feedback, highlighting their cost-effectiveness and ability to yield more candid responses compared to face-to-face interactions. It emphasizes the importance of structured preparation and a conversational approach to facilitate genuine insights while combining qualitative and quantitative questions for comprehensive analysis. The document also critiques traditional metrics like NPS, noting their limitations in capturing true customer sentiment and retention issues.

1. To get more information about how Customer
Phone Interviews can impact your business, visit:
www.primary-intel.com
CUSTOMER PHONE INTERVIEWSCUSTOMER PHONE INTERVIEWS
A BetterWay to Gather Customer Experience Feedback
TIPS FOR A QUALITY PHONE INTERVIEW
CUSTOMER EXPERIENCE ANALYSIS SPECTRUM
PROBLEMS WITH NPS SURVEYS
Candor: Distance can give a customer the freedom to be more candid in their
responses. Sometimes, face-to-face discussions can cause the respondent to be
more reserved in their responses.
30
minutes of time with little prep time
Detailed Insights:When a phone interview is paired with an online
quantitative survey completed prior to the interview, you gather the rating
scores of your performance as well as the background information as to why
a customer rated you the way they did.
Scheduled – Set up a formal time to speak with your customersrather than having
customer a chance to prepare, if needed.
Planned – Don’t wing it, or the moment you hang up you’ll think of 10 questions you forgot
to ask.Take the time to think through a set of discussion questions you can use for all customers,
knowing you can add more if the conversation shifts course.
Conversational –You should stay somewhat neutral to avoid leading the responses, but that
doesn’t mean you have to sound like a pollster reading from a script.The more the discussion
sounds like a conversation, the more candid the feedback will be.
Quantitative and Qualitative –You really need both question types. A qualitative
question describes the situation, while a quantitative question can pinpoint exactly what the
description means.
Recorded
A recorded call allows you to listen better, catch nuance, and share the recording
with others so they can hear the true voice of the customer.
Analyzed – Don’t leave the feedback raw; put some structure around it through analysis.What are
the major themes?What will likely drive a future purchase decision? Create concise, focused insights
Low Cost: No travel or accommodation
costs. No loss of work time for travel needs.
some of the nuance of the customer’s needs.
No background information regarding
their reasoning for the scores.
*YoucanhaveahighNetPromoterScoreandstillhavealowcustomerretentionrate.In30%oflossesthatourclientsexperience,their
buyersratedthem9or10(a"Promoter"accordingtoNPS)andyettheirbuyersstillchoseacompetitor.NPSdoesnottellyouwhy.
Time:
face-to-face drastically reduces the amount of time you
A company can deploy numerous methods to gather customer experience feedback for
their Annual Account Reviews.The key is to use methods that have the highest
participation, gain the most amount of detail with the lowest amount of cost.
Cost: Traveling to each and every customer for feedback can cost hundreds, if
drastically outweigh the cost.
1 2 3 4 5 6 7 8 90 10
?
A GOOD PHONE INTERVIEW IS:
(High Participation, Low Cost)
(Low Participation, High Cost)
High Detail
(Rich Insight,
Actionable)
Low Detail
(Low Insight,
Not Actionable)
Social Media
Feedback NPS Survey
Help DeskTicket
On-Site Interview
Focus Group
Advisory
Council
In-Depth
Survey
Customer
Conference
Phone Interview
Actionable
Interactive
Easy for Customer
to Participate
BEST PRACTICES WE FOLLOW WITH PHONE INTERVIEWS
Identify key experience drivers (or the things that are
causing the customer to have a good or poor experience)
WHY PHONE INTERVIEWS ARE BETTER