Have you ever felt like customers are holding back in interviews? They answer questions, but something tells you they aren’t revealing the full story.
That’s because customers—just like all of us—often filter their thoughts. They say what’s expected, not necessarily what’s true. Sometimes they’re being polite. Other times, they haven’t fully processed their experience.
So how do you, as a CX Interviewer, go beyond surface-level answers to uncover what customers really think and feel? The key isn’t in the questions themselves—it’s in the interviewer’s ability to listen, probe, and interpret beyond words.
Here are three powerful techniques that every CX Interviewer must master to unlock the truth in customer conversations:
1.Cultivate Deep Curiosity: Ask, Probe, and Explore
Great interviewers don’t settle for the first answer – they dig deeper. The best insights come when you go beyond what’s said and explore what’s underneath.
- Don’t just ask: “How was your experience?”
- Instead, ask: “What stood out to you the most?”
- And then probe: “Why is that important to you?”
Being genuinely curious encourages customers to reflect and expand on their responses because most customers don’t walk around with fully formed thoughts about a company or an interaction – they need gentle guidance to express what’s really on their minds.
Tip: The golden moment often comes after a pause. If a customer hesitates before answering, that’s a cue to probe deeper. Say: “I noticed you hesitated—what are you thinking?”
Many people edit their thoughts in real-time, and your job is to help them feel safe enough to share without filtering.
2. Master the Art of Active Listening (With Your Ears and Eyes)
Most interviewers (most people too) listen to respond – but the best listen to understand. Active listening means:
- Giving your full attention (no thinking about your next question).
- Noticing tone, hesitation, and voice changes.
- Watching for non-verbal cues (facial expressions, body shifts).
- Acknowledging emotions before moving forward.
For example, if a customer says, “It was… fine,” with a slight hesitation, a skilled interviewer doesn’t accept that at face value. They follow up with: “I noticed you paused – was there something that didn’t sit right with you?” Or “Fine can mean a lot of things. What’s one thing that could have made it better?”
By mirroring their words and showing you’re truly listening, you create trust and openness – which leads to more authentic insights.
Tip: If a customer’s tone shifts during an interview – sounding uncertain, frustrated, or excited – pause and explore that moment. That’s where real insights hide.
3. Tune Into Emotions – Both Expressed and Implied
The most valuable customer insights aren’t always directly spoken – they’re often implied through emotions. A skilled interviewer has the emotional intelligence to:
- Recognise when a customer is holding something back.
- Identify subtle emotions hidden in their tone and wording.
- Probe beyond the words to understand how they truly felt about an experience.
For example, if a customer says: “I mean… it was okay, I guess.”
You don’t move on. You ask: “It sounds like something didn’t quite meet your expectations – can you tell me more?”
Or if they say, “I was really surprised by how they handled it,” you don’t assume it was a good surprise. Instead, ask: “Surprised in what way?”
A good interviewer never assumes – they clarify and explore until they get to the heart of the experience.
Tip: When customers articulate emotions (e.g., frustrated, disappointed, relieved, delighted), ask: “What made you feel that way?” Emotions unlock deeper context, and that’s where the real insights live.
The Best Customer Insights Aren’t Given, They’re Uncovered
Customer interviews are more than just collecting answers – they are about revealing truths. When you approach every conversation with genuine curiosity, actively listen – to words, tone, and pauses and tune into spoken and unspoken emotions, you’ll uncover what truly drives customer behaviour – not just what they think you want to hear.
The next time you’re conducting a customer interview, don’t just ask. Observe. Listen. Probe. That’s how you unlock the insights that actually matter.
