As a seasoned marketer and former CEO of a multi-million dollar marketing agency, I’m a little embarrassed to say that I never really fully recognized the true value of personally talking with customers until just a few months ago. Its not that I didn’t understand the importance of customer engagement and support – I did.
But I never made it an ongoing part of my own day-to-day responsibilities as the former CEO of digital marketing agency Single Grain or as the VP of Marketing for When I Work, the SaaS startup that I work for now.
But that all changed at the end of 2014 after I was able to boost conversions by over 30 percent as a result of spending two weeks working as a customer support agent for When I Work.
This echoes Steve Blank’s thoughts (and my own): everyone in a marketing department should be talking to customers every. single. week.