Stop selling & start connecting with customers

Creating great customer experiences isn’t just about big ideas or cutting-edge technology. It’s also about understanding customers, building genuine connections, and communicating intentionally. In my conversation with John Mader, CEO at Working Title Partners, we explored how communication, intuition, and empathy shape customer experience.

This week’s edition dives into the practical ways brands can strengthen relationships and stand out in competitive markets.

1. Start with communication: Build real relationships

John’s perspective on communication goes beyond typical PR. He emphasized that true communication is about creating a relationship between your brand and your audience, not just executing a checklist of tasks. Whether it’s a greeter at the front door, a message in an email, or a sales conversation. Every interaction shapes how customers perceive your brand. It’s important to communicate intentionally instead of just checking boxes.

This is also super important when things go wrong…

John shared a recent example while skiing in Colorado where a large resort chain failed to communicate openly and honestly about how labor disputes were affecting lift times and other parts of the experience. If they had simply communicated with customers, they could have created an opportunity to avoid backlash and create loyalty with customers.

Putting this into action:

• Think about how each touchpoint with a customer reflects your brand values, from customer service scripts to emails to how employees react/respond in moments of crisis.

• Empower your frontline employees to make customers feel seen and valued.

• Review your communication strategy regularly to ensure it’s human and relatable.

2. Know your customer: Use intuition as much as data

Understanding your customer isn’t just about the numbers. While data is important, intuition and empathy often reveal what metrics can’t. The nuance. It’s important to take time to talk directly with customers, identify pain points, and challenge your assumptions about their needs.

A simple journey mapping exercise can help you identify key moments to make the customer experience better. Consider how customers become aware of your brand, how they evaluate it, what makes them buy, and how they stay engaged. This stripped-down journey often reveals critical hurdles that businesses need to address.

Putting this into action:

• Talk to customers directly to understand their experiences and frustrations.

• Create a basic journey map to identify awareness, consideration, purchase, and retention challenges.

• Balance data analysis with customer conversations to gain a complete picture.

3. Stand out by doing the uncommon

In a world where fast and easy are table stakes, differentiation comes from creating unique and memorable experiences. John shared an example of a fragrance company disrupting an established market with a personalized quiz and seamless sample-to-purchase process. From thoughtful packaging to intuitive digital experiences, they deliver an experience that feels bespoke and unique.

Putting this into action:

• Add small, unexpected touches that delight customers, like personalized follow-ups or standout packaging.

• Identify areas in your customer journey where you can surprise and exceed expectations.

• Explore ways to make your experience feel exclusive, even in competitive markets.

4. The human side of B2B: Small gestures, big impact

B2B brands often overlook the emotional side of their relationships. Even in “boring” industries like manufacturing, small gestures can build trust and loyalty. Whether it’s remembering a client’s name or sponsoring a little league team in their community, these actions go beyond products and services to show genuine care.

Putting this into action:

• Find ways to personalize the customer experience, such as acknowledging milestones or getting involved in your customer’s community.

• Train your sales team to focus on building long-term relationships, not transactions.

• Identify important moments in the customer journey where your brand can show extra care.

Wrapping up: Focus on what matters most

At the heart of John’s insights is a simple truth. Great customer experiences are built on relationships, empathy, and intentionality. Whether it’s improving communication, simplifying customer journeys, or adding personal touches, the brands that succeed are those that connect with customers on a human level.

I hope this edition inspires you to rethink how your business communicates and connects.

Onward & upward,
Drew

🍇 Product Jam! 🍇

Everyone loved it in September, so we're doing it again…

I’m excited to announce the next StealthX Product Jam on Feb 13th!

Product Jam (formerly Product Camp) is a full-day workshop experience to help NC-based startups get clarity on how to win in their market and prototype a new feature, sales process, pitch deck, etc. to test with customers.

Details:

• This is for (5) startup founders & their leadership team or advisor(s).

• It's an in-person event at Tabbris Charlotte from 8am to 6pm on February 13th with breakfast, launch, & a happy hour provided for free.

• It's a great networking opportunity with other founders and leaders from the startup ecosystem in NC.

⏰ The clock is ticking!

If you or someone you know is interested, be sure to submit an application before the Jan 31st deadline.