Pretty Good Practice: Listen to Interview Recordings


Share on LinkedIn

As I like to tell our clients, “statistics prove, but stories persuade.” We naturally respond more to one customer’s story than to a dry statistical representation of the typical customer experience.

And who better to tell the customer’s story than the customer herself?

That’s why I recommend taking some time to listen to a few customer surveys. We make a full-length recording of every interview available to our clients, and this has proven a valuable way to understand what’s going on behind the statistics and driving change.

Some of our clients use this as a regular training tool: every contact center agent or in-store salesperson listens to their own interviews to help understand why the customer was satisfied or dissatisfied. This helps foster empathy and a better understanding of what customers are looking for.

This is also a powerful way to present results to executives. In addition to the facts and figures, a short recording of the customer explaining what happened really drives the point home.

So make it a point to listen to a few of your customer interviews. I can guarantee you won’t regret it.

Republished with author's permission from original post.

Peter Leppik
Peter U. Leppik is president and CEO of Vocalabs. He founded Vocal Laboratories Inc. in 2001 to apply scientific principles of data collection and analysis to the problem of improving customer service. Leppik has led efforts to measure, compare and publish customer service quality through third party, independent research. At Vocalabs, Leppik has assembled a team of professionals with deep expertise in survey methodology, data communications and data visualization to provide clients with best-in-class tools for improving customer service through real-time customer feedback.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here