Why do leaders hesitate to green-light customer interviews even when everyone agrees they matter? In this episode, we share a fast path to buy-in: lead with business outcomes, start with a small pilot, and turn qualitative insights into measurable ROI. Instead of pitching interviews as an activity, we frame them as a strategic move to reduce churn, fix onboarding friction, and prioritize work that grows loyalty and revenue.

Most importantly, we show how to speak leadership’s language — tying interviews to metrics like time-to-value, adoption, cancellations, and expansion revenue — and how to keep executives engaged with quick updates and short video clips that make customer emotion impossible to ignore. Clear ask, clear scope, clear outcomes. Then scale once the foundation is in place.

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Resources Mentioned:
Get our Customer Interview Guidebook -- bit.ly/ciguidebook
Experience Investigators Website -- experienceinvestigators.com

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