Case Study: Executive Interviewer Training

How Penningtons Manches Cooper equipped its team to deepen key client relationships.

How Penningtons Manches Cooper equipped its team to deepen key client relationships.

BACKGROUND

As part of the launch of its new client programme, Penningtons Manches Cooper recognised the need for more than broad survey data. While an online client questionnaire had been deployed firm-wide, leadership sought a more personal and nuanced understanding of its most important clients. To that end, Chorus Insight was instructed to design and deliver a practical approach for capturing deeper insight.

The training was practical, confidence-building and fun, with great use of real scenarios. Clear guidance on the interview framework and supporting materials made it easy to set up our pilot interviews quickly.

Susan Walsh – Client Experience Manager

SOLUTION

Chorus developed a bespoke training programme for the firm’s business development, client experience and knowledge teams. A half-day workshop introduced the principles and practice of one-to-one executive interviewing, covering everything from active listening and using probing questions to analysis techniques and closing the loop.

Role-play based on real examples, listening tests based on interview audio samples and scenario-based quizzes reinforced the learning. The interactive approach allowed participants to practice techniques and gain confidence in using scripts and responding to different common challenges.

In parallel, Chorus worked with the firm to align the interview framework with commercial goals, designing a core questionnaire and supporting materials such as email copy. Chorus then conducted initial pilot interviews alongside members of the in-house team before handing over the process.

IMPACT

The training proved both practical and empowering. Participants left better equipped, and more confident at leading professional, high-value conversations with senior executives within key client organisations. Beyond client insights, the interviews that the team have since conducted have contributed to relationship-building, reinforcing trust and opening new lines of commercial opportunity.

The exercise has helped Penningtons Manches Cooper move from data collection to deeper client engagement – an important step in the firm’s ambition to grow key accounts through better understanding as a trusted advisor.