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

3 Days

·

Cohort-based Course

Go beyond the interview script. Learn to surface the real truth from your customers—so your product lands and your marketing resonates.

clients include

HubSpot
Shopify.com
Yotpo
Doodle

Course overview

Want to be the customer whisperer in the room?

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


It’s that moment when:


The interview felt like it went well.

The customer was friendly.

You asked good questions.

Got decent answers.


But then?


Your mind starts to wonder:


"Did I ask the right things?"

"Did I go deep enough?"

"What if I missed something important?"


This is the gap between talking to customers and trusting what you heard.


That uneasy space between “the call felt good” and “we got what exactly we needed.”


The tension is more common than most people like to admit, especially because there's no real interview training out there.


So you wing it.

Rely on instinct.

Hope it gets better with practice.


But how do you know you're practicing the right things?


How do you know you're not just reinforcing bad habits?


That's the problem Beyond the Script was built to solve.


This workshop is for you if...

01

You're tired of leaving customer calls wondering, “Did I miss something?”

02

You want a provestructure for the call—that sharpens your instincts, not stifles them.

03

You’re not sure how to dig deeper without leading or biasing the customer.

Key outcomes

Know what “good” sounds like

Define it before the call even starts—so you’re tuned 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 human in the moment.

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 the 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.

This course includes

4 interactive live sessions

Lifetime access to course materials

9 in-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Apr 29—May 1

    Apr

    29

    The psychology behind effective interviewing

    Tue 4/293:00 PM—4:00 PM (UTC)

    Apr

    30

    Structure that doesn’t kill the spark

    Wed 4/303:00 PM—4:00 PM (UTC)

    May

    1

    The art of the interview

    Thu 5/13:00 PM—4:00 PM (UTC)

Post-course

    May

    2

    Bonus AMA with Hannah

    Fri 5/23:00 PM—4:00 PM (UTC)

Bonus

    Finding the right people

    3 items

    Prepping for the call

    3 items

    Seeing it in action

    1 item

    After the call

    2 items

See what people 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jesica L

Head of Design

Meet your instructor

Hannah Shamji

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.

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Join an upcoming cohort

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

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

$500

Dates

Apr 29—May 1, 2025

Payment Deadline

Apr 29, 2025

Don't miss out! Enrollment closes in 6 days

Get reimbursed

This workshop is focused on interviewing—what happens before, during, and in the room. We won’t cover:

This workshop is focused on interviewing—what happens before, during, and in the room. We won’t cover:

🚫 Data analysis

This workshop won’t cover how to analyze qualitative data, but you’ll get a simple cheat sheet to help you get started.

🚫 Sharing findings

Super important and deserves its own training. But you’ll get a quick reference sheet to help you frame findings that spark action.

🚫 Quant methods 

This workshop is focused on deep, 1:1 qualitative interviews—not methods that rely on scale.

Frequently Asked Questions

$500

6 days left to enroll

Free resource

The customer interview question bank

Grab my free guide to see how I ask questions that lead to real insight from your customers, not just polite aord interesting answers.

Grab the Question Bank

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