Scrap the Silos: How to Sidestep Office Drama Through Customer Research

Let's talk about silos. Unless you're stockpiling weapons or have a weird thing for corn, you don't need ‘em. Every department should be working together to give your customers a great experience! After all, there's no “i” in team. But there IS an “i” in silo. Just think about it. Today's guest is Sue Duris, Director of Marketing and Customer Experience at M4 Communications. Sue’s an expert at helping teams get around their office drama and refocus on what matters most... Say it with me now... THE CUSTOMER! Sue will show us how using voice of customer research can help companies avoid the politics and drama that come with managing via opinion instead of fact. Because it doesn't matter what Dennis from Sales THINKS your customers want. It matters what your customers actually want!
12/12/2019

Welcome back to Marketing Is Broken, the weekly marketing talk show where we solve all your biggest problems and you don't pay us, or even leave a comment. [Josh wipes away a tear] And sometimes that stings, but it's not about me, it's about you.

Let's talk about silos. Unless you're stockpiling weapons or have a weird thing for corn, you don't need ‘em. Every department should be working together to give your customers a great experience! After all, there's no “i” in team. But there IS an “i” in silo. Just think about it.

The worst thing about silos? They’ve got no freakin’ doors. Much like your 9-to-5, they're a dark, claustrophobia-inducing trap from which you can never escape. And depending on who just flushed, they both smell like a farm.

Sometimes, it takes a singular voice of reason to navigate office drama and break down the silos. Surprise, surprise — that voice belongs to your customer. Even if everyone is plugging their ears and plowing ahead with petty politicking, your customers are always going to be there to guide you. All you gotta do is listen.

Today's guest is Sue Duris, Director of Marketing and Customer Experience at M4 Communications. Sue’s an expert at helping teams get around their office drama and refocus on what matters most... Say it with me now... THE CUSTOMER! Sue will show us how using voice of customer research can help companies avoid the politics and drama that come with managing via opinion instead of fact. Because it doesn't matter what Dennis from Sales THINKS your customers want. It matters what your customers actually want!

Tune in to watch Sue answers these questions:

  • Nobody sets out to build a company that doesn't communicate effectively. How do silos happen?
  • What's the best way to determine if you're in a political situation at work where getting some more customer experience data might be helpful?
  • What roadblocks or objections might someone run into when pitching a more customer-centric approach to higher-ups? How can they effectively overcome those objections?

Ahhh. Is it just me, or did that feel like going to workplace group therapy? I can't wait to hear how this episode helps you cut the petty politicking and zero in on what really matters. Hint: it's not what you THINK.

Author: Josh Braaten

CEO - Brandish Insights

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