Beyond the Script: Master the art & psychology of customer interviews

4.8 (9)

3 Days

Cohort-based Course

Go beyond scripted questions. Learn to tease out the deeper truth from your customers—so you get insight you can confidently act on.

Beyond the Script: Master the art & psychology of customer interviews

4.8 (9)

3 Days

Cohort-based Course

Go beyond scripted questions. Learn to tease out the deeper truth from your customers—so you get insight you can confidently act on.

Hosted by

Hannah Shamji

Former psychotherapist turned customer researcher with 15 years experience

Hannah Shamji

Former psychotherapist turned customer researcher with 15 years experience

clients include

Course overview

There’s a dark moment after a customer interview that no one really talks about.

It’s right when you hop off the call.

And your mind starts to wonder.

"The call felt productive, but..."

"Did I actually learn anything I can act on?"

"Was the customer telling the truth or holding back?"

"What if I missed something important?"

You’re not alone.

Lots of customer calls feel good in the moment but leave you with notes that are vague, confusing, or hard to use.

That’s the real problem:

A conversation that feels useful, but doesn’t lead to anything useful.

When that happens:

- You walk away with general takeaways that don’t move the business forward

- The team stalls because there’s no clear signal to act on

- Stakeholders lose confidence in the insights

- Everyone feels like they wasted time

Customer interviews are tricky like that.

They seem simple—"just talk to your customers!"

But really, they’re a specialized skill.

They require structure, psychology, and a feel for nuance that most people aren’t trained in.

That's why I built Beyond the Script—what one student called "a complete rewiring of how to think about customer conversations."

It teaches my exact system (the same one I use with clients) to transform fuzzy customer chats into insight machines—without losing the human connection that makes customer interviews so valuable in the first place.

This workshop is for you if...

You talk to customers, even if your title doesn’t say “researcher.” Product, marketing, sales, growth, CS, content—it still lands on you.

You're tired of leaving customer calls wondering if you actually got good insight—or just had a good conversation.

You want to feel confident you're getting the best information possible from each customer call, without it feeling scripted or stiff.

You talk to customers, even if your title doesn’t say “researcher.” Product, marketing, sales, growth, CS, content—it still lands on you.

You're tired of leaving customer calls wondering if you actually got good insight—or just had a good conversation.

You want to feel confident you're getting the best information possible from each customer call, without it feeling scripted or stiff.

Key outcomes

Know what “good” sounds like

Define it before the call even starts—so you’re tuned in to real insight, not just "interesting" answers.

Prep like a pro

Most people prep their questions. The pros prep their ears. Walk in knowing what to listen for—and why it matters.

Structure the call

…without boxing it in. The goal isn’t control—it’s clarity that lets you stay present and responsive.

Build instant rapport

Use psychology-backed techniques to earn trust early—even if the customer is cold, curt, or distracted.

Go beyond the surface

Most interviews skim the top. You’ll learn how to go deeper—without leading or biasing their response.

Transform “difficult” calls

When customers shut down, ramble, or resist—you’ll know how to draw them out without pushing too hard.

Sharpen your instincts

Build fluency that sticks—so every interview makes you smarter, not just busier.

Be the go-to for real insight

Become the person your team turns to when they want real customer insights.

What’s included

Live sessions

Learn directly from Hannah Shamji in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Maven Guarantee

This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.

Course syllabus

4 live sessions • 8 lessons

Week 1

Jun 17—Jun 19

Jun

Getting to good data: Using psychology to lead better interviews

Tue 6/173:00 PM—4:30 PM (UTC)

Jun

Navigating a good interview: Structure that doesn’t kill the spark

Wed 6/183:00 PM—4:30 PM (UTC)

Jun

Mastering the moment: Real-time moves of a skilled interviewer

Thu 6/193:00 PM—4:30 PM (UTC)

Post-course

Jun

Bonus AMA with Hannah: Questions, review and practice

Fri 6/203:00 PM—4:00 PM (UTC)

Bonus

Before the call

3 items

Prepping for the call

4 items

Seeing the call in action

1 item

4.8 (9 ratings)

What students are saying

Meet your instructor

Hannah Shamji

Former psychotherapist turned customer researcher

My work blends 15 years of research experience with a deep foundation in psychology.

That means I don’t just talk to customers—I decode them. In this workshop, I’ll show you how to do the same:

Run interviews that crack your customers wide open (don’t worry, just metaphorically)—so you can turn rich insight into sharp business decisions.

What even more students are saying

I thought I would just get more interview hacks but from one training, I actually understand what’s going on in interviews now. And Hannah has a degree to back this up. It’s kind of amazing.

Katie T

Outbound Sales Strategist

Hannah's workshop was awesome! She didn't just teach us basic tips and tricks, but we dug into the deeper Why behind what works—and she made practical, so I could apply it right away.

Maggie W

Sr Product Marketing Manager @ Yotpo

I thought I was doing it right before - but I never got those big aha's I wanted. Since Hannah's training, my clients have been super impressed with the insights I'm able to hand over.

Karen S

Messaging Strategist

A splendid dive into the psychology of interviews. Actionable and easy-to-follow instructions on how to prep for the interview, stay in charge of the discussion, and make it fun.

Alina A

Content Specialist

Before Hannah’s course, I felt really awkward running interviews. Now I know how to make people feel comfortable and suss out useful information. I actually enjoy interviews now.

Kranthi K

CEO & Founder

I always felt my customer interviews were missing the mark. Hannah’s experience gave me confidence she could help - and it did. She showed me how to ask questions that dig deep for my copy.

Jenn D

Conversion Copywriter

I'm so grateful you offered this, I now know what was missing in my interviews before and I feel super comfortable charging more for VOC research.

Natasha B

VOC Strategist

Hannah’s training added a whole new depth and confidence to my interviews. What to look for, subtle cues to pay attention to, when to probe.

Kathryn M

Managing Director

Hannah freed me of my preconceptions about customer research and equipped me with a toolkit for surfacing honest feedback that I can use every day to grow my business. Through psychological concepts, the workshops provided a framework that help me get to the truth — whether interviewing clients and prospects or coaching my team.

Adam P

Head of Product

Hannah's training was well thought out, well-paced and she makes concepts easy to understand. Her psych background shines & I immediately understood that I was approaching customers in limiting ways. I'll use my new skills to dive deeper into customer problems & supplement churn & product surveys. Highly recommend this workshop!

Arit N

Sr Director, Customer Success

Even with years of practice interviewing people, I'm glad I've taken your workshop to get new knowledge into practice; the Circles Framework was the first and best, most comprehensive method to understand how people communicate, thank you so much!

Mabel R

UX Researcher

I can't express how beneficial this workshop was to me. The frameworks Hannah offered completely changed my approach to interview prep. I feel empowered to get deeper insights and make better decisions. My only complaint is that Hannah hasn't written a book (yet).

Em Thomas

Founder & Case Study Writer

Hannah's training was outstanding—one of the best I’ve taken. I was impressed by the depth of knowledge I gained. She offered invaluable insights into customer interview techniques. I left with actionable strategies to enhance my interviews, which I’m eager to apply. High recommend this training! It's a rare and invaluable resource in this field.

Matthew H

Customer Researcher

I've taken loads of courses, read articles, guides & books on customer interviews. But this workshop was the best by far. Hannah struck the perfect balance between offering practical, actionable tips & sharing the underlying context to explain her approach. This workshop has significantly shifted my interviewing approach & is invaluable to my work.

Garrett J

Product marketer

Hannah makes interviewing look effortless. But it’s not. It’s strategy, technique, empathy - and Hannah has it all. If you’re lucky enough to learn from her, do it.

Sophia D

Head of Copy & Research

The workshop was excellent, I love that you gave us practical things to implement. It was executed to perfection and the mix of theory and practical exercises made it really dynamic.

Jesica L

Head of Design

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