{"id":12459,"date":"2022-02-12T01:37:07","date_gmt":"2022-02-12T01:37:07","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/12\/holding-curious-conversations-to-hear-the-voice-of-the-customer\/"},"modified":"2022-02-12T01:37:07","modified_gmt":"2022-02-12T01:37:07","slug":"holding-curious-conversations-to-hear-the-voice-of-the-customer","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/12\/holding-curious-conversations-to-hear-the-voice-of-the-customer\/","title":{"rendered":"Holding Curious Conversations to Hear the Voice of the Customer"},"content":{"rendered":"

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Apple Podcasts<\/a> | Spotify<\/a> | Google Podcasts<\/a> | Amazon<\/a><\/span><\/p>\n

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The voice of the customer<\/strong> can impact an organization in many ways. But how can it be heard without freeform, one-on-one conversations? While many organizations work hard to support their customers, they miss the opportunity to have curious conversations. They aren\u2019t asking intriguing, important questions to guide the direction of the organization. Why? Because it makes everyone feel vulnerable.<\/p>\n

But you see, vulnerability<\/strong> is one of the many characteristics that makes us uniquely human. Organizations (and people) shouldn\u2019t opt for easy communication simply to avoid it. Because when vulnerability enters communication, it allows us to investigate and connect with curiosity<\/strong>. Embracing the deeper, more meaningful conversations that create space for openness and interest leads to better relationships that only genuine dialogue can foster.<\/p>\n

Today\u2019s guest is Tonya Bjurstrom<\/strong><\/a>. Tonya is an expert in Voice of the Customer in B2B and she\u2019s the founder of the consultancy Dirby<\/a>. Tonya\u2019s role at Dirby is cultivating curiosity in her clients regarding the assumptions they\u2019ve made about their businesses, customers, and customer experience.<\/p>\n

Before founding Dirby, Tonya spent many years in enterprise sales and sales leadership. Today, she shares her thoughts on the importance of elevating your customers\u2019 experience by simply asking them about it. Their feedback can then help build insight for companies to leverage \u2013 taking you beyond what you can learn from data alone.<\/p>\n

Tonya suggests twenty to thirty-minute freeform conversations with customers to explore key desired insights<\/strong> (what you want to learn from your customers) and to understand how your customers feel about you. She also discusses how customer conversations and qualitative data humanize the quantitative data that all too often form the exclusive driver for business decisions.<\/p>\n

Tonya and I also discussed:<\/p>\n

\u2022<\/strong><\/span> Why the voice of the customer touches every part of your organization
\u2022<\/strong><\/span> How KDIs (key desired insights) and KPIs overlap
\u2022<\/strong><\/span> Why customers often provide better feedback in conversations
\u2022<\/strong><\/span> How to embrace the vulnerability of human conversation
\u2022<\/strong><\/span> What it means to cultivate curiosity about your own business<\/p>\n

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Hear Episode 184 and any\/every other conversation of The Customer Experience Podcast<\/strong><\/a><\/strong> in your favorite podcast player \u2026<\/p>\n

While you\u2019re there, please give an extra click to rate the show \u2013 or even take a minute to leave a review. It\u2019s much appreciated!<\/p>\n

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We also embed the full conversation and make it searchable right here in these blog posts<\/a>. The recording with Tonya Bjurstrom <\/strong>is right here \u2026<\/p>\n

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Video Highlights: <\/span>Holding Curious Conversations to Hear the Voice of the Customer<\/h2>\n

Check out the top five video highlights from the discussion with Tonya Bjurstrom<\/strong>\u2026<\/p>\n

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1. <\/strong><\/span>Customer Experience is Not<\/em> Customer Satisfaction<\/h2>\n