As marketers, we often focus heavily on acquisition – bringing new customers on board. But consistently, we see the biggest return on investment comes from keeping the customers you already have. That’s where stay interviews come in. Unlike exit interviews which happen when a customer is already leaving, stay interviews are proactive conversations designed to understand what keeps your customers loyal *now*, and what might cause them to reconsider in the future. They’re a powerful tool for building stronger relationships and preventing churn.

So, how do you conduct these effectively? It’s less about interrogation and more about genuine curiosity. Think of it as a relationship health check. Here are a few key insights to guide you:

• Focus on the positive first: Begin by asking what your customer values most about working with you. What problem do you solve for them exceptionally well? This sets a positive tone and helps you understand their core ‘job to be done’.
• Explore ‘switching triggers’: Don’t directly ask “What would make you leave?”. Instead, phrase it as “What would need to happen for you to actively consider alternative solutions?” or “What frustrations, if unresolved, might lead you to explore other options?”.
• Dig into the ‘unarticulated needs’: Often, customers don’t know *what* they’re missing until you ask. Explore how their business is evolving. What challenges are on the horizon? Can you anticipate their future needs and position yourself as a proactive partner?
• Actionable insights are crucial: Stay interviews aren’t just about gathering information. They’re about demonstrating you listen. Immediately after the interview, identify 1-2 quick wins you can implement. Then, follow up with the customer to show you’ve taken their feedback seriously.

Remember, the goal isn’t to avoid difficult conversations. It’s to uncover opportunities to strengthen your value proposition and build a deeper, more resilient relationship. By consistently conducting stay interviews, you’ll gain invaluable insights into your customer’s evolving needs, allowing you to refine your marketing, product development, and customer experience strategies. This proactive approach will be even more vital as competition intensifies in 2026 and beyond.

Your next step? Schedule three stay interviews with your most valuable customers this week. Focus on listening, understanding, and turning feedback into action. The insights you gain will be worth their weight in gold.