When I interview customers on behalf of my clients, I often uncover unexpected insights—moments that reveal what truly matters to the people they serve. These interviews provide a double value: they create marketing stories that build trust and uncover actionable insights that help businesses improve how they serve their customers.

These insights happen because the interviews are open-ended conversations. They give the interviewee the freedom to share their story in their own way, often leading to discoveries no one would have thought to ask about.

The Unexpected Lessons in Customer Stories

Take, for example, a success story I created for a hospital about a woman’s knee replacement surgery. The outcome was as expected—because of the procedure, the patient could resume her favorite activities. But during the interview, she shared something no one would have predicted.

Her first knee replacement was at a different hospital. While the surgery was successful, an aide left her unattended in the bathroom during recovery. That moment of vulnerability overshadowed the surgery’s success. When it came time for her second knee replacement, she chose a different provider, despite the excellent clinical outcome at the first hospital.

The lesson for the hospital? Every interaction matters. A single misstep—no matter how small—can profoundly influence trust and loyalty.

Related: Build Trust and Stand Out with Client Stories

Conversations Reveal What Surveys Can’t

This story wouldn’t have come to light through a survey. Surveys can collect structured responses about satisfaction or outcomes, but they often miss the deeper emotions behind those answers. A survey might have revealed that the patient was happy with her surgery—but it wouldn’t have captured the experience of being left unattended or how that shaped her choice to seek care elsewhere.

In contrast, an open conversation allowed me, the interviewer, to dig deeper, and explore not just what happened but how it felt and why it mattered. By letting the conversation flow naturally, unexpected insights like this one can emerge—details that no survey could predict or elicit.

I’ll be honest—not every interview uncovers a major revelation. But even when the insights aren’t groundbreaking, the process always reveals valuable details that enrich the story and highlight growth opportunities. My job as a client story facilitator is to create the space for these moments to emerge—and to follow where the conversation leads when they do.

Preparation and Open-Ended Conversations

A successful interview starts long before the conversation. Before I speak to a customer, I take the time to understand the relationship by gathering background information from my client. This preparation helps me guide the conversation in meaningful directions while staying open to surprises.

For instance, during a customer interview for a cybersecurity company, the interviewee realized mid-conversation that they had completely forgotten the provider also offered cybersecurity services. That realization sparked a discussion about expanding their engagement—an opportunity the company might never have known about otherwise.

Preparation also uncovers opportunities for personal connection. Customers often want to acknowledge employees who made a difference in their experience. While names may not be included in the published story, I always pass them along for internal recognition. These moments don’t just build morale—they reinforce how important every interaction is to customer satisfaction.

A Polished Process Encourages Openness

Client story interviews are more than a list of questions. They’re conversations—and creating the right atmosphere makes all the difference. When I work with companies, I guide them on how to introduce the idea of an interview to their customers. By the time I’m brought in, the customer knows what to expect and understands that I’m an independent consultant, not an employee of the company. This neutrality encourages candid feedback.

Although I let the conversation flow naturally, I always come prepared with thoughtful questions. I aim to explore the customer’s journey, starting with their problem and leading to the outcomes they achieved. Simple prompts like “Tell me more about that” or “What stood out the most?” often uncover the most meaningful insights.

I’ve honed these skills through years of practice, including training with Adele Revella’s Buyer Persona Masterclass. Recording the interviews—with permission—allows me to focus on active listening. That’s where the magic happens—when I circle back to key moments and dig deeper into what the customer shares.

The Bonus Value of Customer Reflection

In addition to producing marketing assets and strategic insights, customer success stories offer a bonus: they encourage reflection. When customers articulate their experience, they often process their feelings in a way they haven’t before, deepening their emotional connection to the company.

For instance, during the cybersecurity interview, the customer realized how much their provider’s services had contributed to their business’s safety and stability—something they hadn’t fully appreciated before the conversation. Similarly, the hospital patient reflected on how one small but negative interaction influenced her trust in a provider, despite the excellent clinical outcome. These moments of reflection allow customers to recognize the pivotal role their vendors play in their success, often deepening their appreciation for the partnership.

Let’s Bring Your Client Stories – and Their Hidden Insights - to Light

Client success stories do more than tell the world what you’ve accomplished. They reveal the deeper insights that can improve your business, strengthen relationships, and guide future decisions. But there’s more: the process of reflecting on their experiences helps your customers see the role your company played in their success, deepening their connection to you.

Whether it’s creating marketing that resonates or uncovering opportunities to grow, the double value of these stories is clear—and the bonus value of client reflection is something no survey could ever replicate.

Let’s uncover the stories that matter and the insights that can take your business further.