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The Power of Customer Immersion

Is customer immersion the most important thing you could ever do?

The role of the Marketing function is to be the link between the customer and the business.

So whether your customer is a mortgage broker or the consumer, the rule applies. To have successful marketing requires a customer immersion.

This is the most important thing you will ever do.

This is where you think about your brand from your customers’ point of view. And the best way of doing this is to talk to – or moreover listen to your customers. Put yourself in their shoes.

Apple would not have designed the iPhone without such a strategy. Apple would not have developed the iPhone with conventional market research.

The iPhone would never exist if Apple had not sought to understand their customers’ problems and behaviours. And it would not have happened by listening intently and then applying creative thinking to their discoveries.

Asking what, when and how are great questions to ask customers.

But asking why is so powerful – especially when you apply the 5 Why’s approach.

Customer immersion should be on every marketer’s radar. It is something you can do yourself or find someone skilled enough to do it for you.

This is the most important thing you will ever do.


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