Use these ten interview questions to collect clear customer stories with practical detail and useful results.

Understand the starting point

Begin with the customer's role and responsibilities. This helps viewers understand why their experience matters. Ask: What does your team do? What problem did you need to solve? How did you handle it before? What made you decide to change? Give the speaker time to recall a real situation.

Explore the decision and experience

Ask: What mattered most when you compared options? Why did you choose this solution? What was the setup process like? These questions reveal both the reason for the purchase and the practical experience that followed. Use follow up questions to clarify an answer without suggesting what the customer should say.

Make the result specific

Finish with: What changed after you started? Can you give an example or a result your team can verify? What would you tell someone with the same problem? Ask for context around any figures. A clear description of a changed process can be useful even when a customer cannot share numbers.