Customer closeness is a funny business, just hanging out with customers probably won’t be enough to get team members properly close…

Here’s a suggestion if you are thinking of running a customer closeness session, why not set up a customer closeness experience that involves team members writing a story about a customer they have met. Ask the team to imagine this person was a close relative of theirs – their mum, brother, best friend and write a story about their use of your brand from that perspective. In other words, write about this person as if you really cared about them. The technique will allow your team member to get closer into the mindset of the customer, and will stimulate more empathy, which in turn will deliver more insight into what it’s like to be them…