When did you last have a conversation with your customers? A meaningful proper dialogue? About them and not about you? Engaging customers in conversation should be an integral part of the business strategy.

Why conversations are important to business?
It helps you understand your customers’ points of view
You can talk about things that matter to the customer
It builds trust, confidence and loyalty
You can align your business with your customers
It reduces the risk of losing customers
It can help you build a stronger business

Start meaningful conversations with customers on your website, or through other communications media - if you haven’t had the face-to-face conversations first. Meaningful conversations start when you can really talk with your customers, understand them, engage them and make them central to your existence. And, don’t be scared of criticism or complaints. In fact, you should welcome negative feedback. It will help you to resolve issues, keep your customer with you and build the relationship and your business.

Meet with your customers
In this age of internet, email and the telephone, it is easy to overlook the face-to-face meeting. There is nothing more powerful than a meeting with your customer.

Invest time in getting to know your customers
Arrange a meeting as often as appropriate for your market
Have a purpose for the meeting - such as checking they are happy with the product or service
Speak to the people who use your product or service and ask them searching questions
Show you genuinely care about their business - take an interest beyond what you’re trying to sell
Take action - follow up queries, complaints or requests for information quickly

Listen to your customers
You need to really listen to what your customers have to say, and really understand what they’re saying and not saying.

Take notes or keep a record of conversations
Feedback your understanding
Ask questions if you don’t understand
Ask questions of the right people
Take interest in people as individuals
Speak with a human voice

To paraphrase Cluetrain, we need to learn to speak with a human voice. As businesses, we will only sound human if we empower humans to speak on our behalf. We need to stop cranking our sterile happytalk. It insults the intelligence!

Find out who really has the genuine knowledge in your business
Get your customers to speak to them - using all communications channels
Make sure you sound open, natural and uncontrived
Find your real voice - it helps people recognise who you are