Talking to customers and prospects is invaluable.

Big data is great; however, you don’t really know what’s driving the data until you have a conversation, either online or face-to-face, with a customer or prospect.

An open-ended conversation will help you understand how the customer is, or is not, making an emotional connection with your brand.

The findings will help you develop a clear and cohesive strategy for creating, or enhancing, an emotional connection.

The dialogue will also help you better understand whether or not your brand values are in alignment with those of your customer or prospect.

A conversation gives you the flexibility to approach problems in different ways. To understand what the customer does and does not like about your product or service and what you can do to improve it, as well as the customer experience.

Talking to customers and prospects gives you the opportunity to explore the validity of your positioning, values and brand promise, as well as potential evolutions.

I recently completed some one-on-one interviews with customers of a small retailer. It turns out, this company has a higher Net Promoter Score score than the industry leader and 40% of the customers I spoke to are “raving fans.” These findings totally change this company’s marketing strategy.

In all of the one-on-one’s I’ve had with management teams, channel partners, customers or prospects, I have always been able to tell my client or creative team at least two things they’d never heard or thought about.

Talking to your customers is invaluable. What you hear, and learn, can change your business or your perspective.

If you’re not sure how to get started, let me know.




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional