Marketing Smarts episode guest Nate Brown says a voice-of-customer initiative is the "capability that we have to go where our customers are and to listen to them and absorb their feedback in structured and unstructured ways."

Nate shares with host George B. Thomas some best-practices for crafting a voice-of-customer engine:

  • The process of listening to customers should be habit-forming, not something you do once in a while.
  • Even negative feedback can be spun into something motivating and inspiring.
  • And please don't take only the feedback that conveniently supports what you're already doing.

Plus, he emphasizes how important it is to involve your internal teams in the process of customer feedback and problem-solving: Brands need internal advocates, as well as ways to connect customer stories to company policies.

"That's your job as a CX professional, as a marketing professional—to help tell that story and bring the reality of the customer into the everyday lives of the business operators," he says.

Nate also tells stories of his past mistakes and drops wisdom on customer journey maps.

Check out the video for some more great insights:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 16

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

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How B2B Marketers Can Leverage Voice of Customer for Business Growth | Marketing Smarts Live Show

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas