How a Thoughtful Interview Process Draws Out Impactful Client Stories
If you ask, your clients are generally happy to put out a good word for you. They might refer you to their friends and colleagues, respond to customer satisfaction surveys with high marks, or even leave favorable reviews on Google or Facebook.
Unfortunately, while this feedback is positive, it often falls flat. It doesn’t guide the reader through a compelling narrative—a story with a clear beginning, turning point, and resolution—that’s crucial for activating empathy. And empathy is what makes stories stick.
Do clients naturally share the kind of detailed, engaging stories that resonate with future buyers? Not necessarily. Feedback is just that—feedback. It’s not a story. Clients need your help to uncover how your product or service solved a problem they couldn’t ignore any longer.
The way to get their story is through an interviewing process that’s both open-ended and probing. This approach reveals the story your client wants to tell—a story that will take prospective buyers on an emotional journey, creating empathy and driving action.
Preparation for the Interview
Solid preparation sets the stage for meaningful conversations. Focus your interview time on uncovering details only your client can provide, avoiding questions you can answer through research.
Before the interview, gather background information from your internal team, explore the client’s business through their website, and review the interviewee's LinkedIn profile to understand their history and possible goals.
AI tools like ChatGPT can support your preparation by streamlining research or helping craft interview questions, providing a solid foundation. However, solid preparation is just the beginning. A skilled interviewer transforms this groundwork into compelling client stories by building trust, listening actively, and asking thoughtful, probing questions to uncover deeper narratives.
Be the Best Interviewer by Being the Best Listener
Think of your interview as a guided conversation. It’s less about sticking to a script and more about actively listening and responding thoughtfully.
Open-ended questions such as “Tell me more about…” or “What led to that decision?” can encourage deeper exploration. Carefully listen to uncover pivotal moments in their journey, adapting your questions to explore those areas further.
Components of a Great Interview
Crafting a resonant story involves exploring key elements of your client’s journey. For example, a client might describe their starting point as being overwhelmed with outdated systems, which triggered their search for a streamlined IT solution.
Trigger: The moment they decided to make a change.
Process: The steps they took to evaluate options and why they chose your company.
Experience: What it was like to work with your team.
Outcome: The measurable and personal impacts of your solution.
Transformation: How your work helped them achieve their goals.
Why Your Client’s Story May Surprise You
The story your client wants to tell may be a surprise to them as much as it is to you. For example, one patient’s story about knee surgery turned out to be less about the procedure and more about her fear of being abandoned during recovery. Similarly, a managed IT services company discovered that their client’s story wasn’t about technical solutions, but about their unwavering commitment to customer service over cost-cutting.
These unexpected angles make stories authentic and memorable, helping you stand out in a crowded market.
To Get a Good Interview, Get a Good Interviewer
Setting aside bias and insider knowledge is key to capturing your client’s perspective. The “curse of knowledge”—assuming others understand your expertise—can lead to missed opportunities.
Consultants can help here. Experienced interviewers create a safe, neutral space that encourages clients to share openly. They know how to ask the right questions and guide the conversation to uncover the most compelling details.
Get Help from a Case Study Specialist
In 2025, buyers expect authenticity and impact in every story they encounter. I specialize in helping businesses uncover and share their clients’ most compelling narratives. From crafting case studies to extracting testimonials and creating social posts, I ensure your clients’ stories are seamlessly translated into impactful content you can use across all channels.
Let’s work together to craft stories that set you apart and drive results in today’s competitive market.
Reach out today to start building content that resonates with your prospective buyers.
