The value of having a third party perform a deep dive interview with your existing customers, former customers, and/or prospects is not to be underestimated. Oftentimes we find that our clients are just too close to the action to be able to look at things objectively. An In-depth Interview performed by a Congruity Customer Engagement Specialist is a guaranteed way to uncover issues that can lead to game-changing insights into how you are doing business.
Depending upon the challenge you are working to resolve, whether it be retention, expansion, or attraction, participants are selected based on what information they may be able to provide to assist. For example, our clients looking to curb churn ask us to interview customers who have recently left. We dig in to get to the root cause for their defection, which is oftentimes not discovered during the exiting process.
The best approach when initiating an In-depth Interview initiative is to determine the key challenge you are trying to solve and then working with Congruity, design interview questions in a way that will solicit open-ended responses. Our goal is to have a roadmap for where we want to take the conversation, but leaving ample opportunity to discover insights that may come out of left field.
Once the key objectives have been determined and the conversation roadmap is confirmed, your team can rest easy knowing the Congruity will conduct and report back on the interviews. This is a relatively light lift for the internal team.