Regularly Interviewing Customers

Knowing why your customers buy is the key to great marketing.

It's an important practice to regularly interview your customers so you can understand how and why they bought from you.

When doing buyer journey customer interviews, you're seeking to understand:

👉 The biggest challenges with the old solution (the one you replaced)

👉 The consequences of doing it the old, broken way

👉 What caused them to make a switch finally? (there's usually a breaking point)

👉 What did they do that led them to hire you

Do this quarterly with 5-10 customers.

Codify the patterns in their responses.

Adjust your marketing accordingly.

Frequently Asked Questions

Why does knowing why customers buy matter more than knowing what they bought?

Because the reasoning behind a purchase reveals what actually motivates decisions, insight that shapes far more effective marketing than simply knowing the transaction occurred.

What should a buyer journey customer interview actually try to uncover?

The biggest challenges with the old solution being replaced, the consequences of continuing with that old, broken way, what finally caused the switch, and what specific actions led them to hire this business.

Why does the interview specifically look for a "breaking point"?

Because that moment often reveals what actually triggers a buyer to move from tolerating a problem to urgently seeking a solution, insight that can be directly reflected in messaging aimed at similar future prospects.

How often should these buyer journey interviews be conducted, and with how many customers?

Quarterly, with 5 to 10 customers, a cadence and sample size meant to reveal recurring patterns over time rather than relying on a single, one-off round of conversations.

What should happen after conducting these interviews?

Codifying the patterns found in customer responses, then adjusting marketing accordingly, turning real insight into practical changes to messaging rather than letting the interview findings sit unused.