In this conversation, Amanda Northcutt interviews Catherine McGarvey, a marketing expert with over 25 years of experience. They discuss the importance of talking to customers and using their insights in marketing. Catherine explains that understanding customers helps businesses grow and sell more effectively. She emphasizes the limitations of surveys and the value of qualitative data obtained through interviews. Catherine recommends starting customer interviews as soon as possible and conducting them regularly to gain valuable insights. She shares her journey into specializing in customer interviews and how her approach has evolved over the years. Catherine also highlights memorable calls where she learned impactful stories from customers. Customer interviews are essential for strategic decision making as they provide valuable insights and data about customers' needs and preferences. It's important to understand the humans beyond the marketing data and not make assumptions based on what others are doing. One example highlighted the importance of understanding what customers truly value, even if it contradicts the company's perceived point of difference. When conducting customer interviews, it's crucial to talk to your best clients, be thoughtful in selecting interviewees, and create a warm, no-sales-pitch environment. Craft questions that elicit impactful insights and prioritize what information is most useful to learn. Use experience and discernment to determine which feedback to act on and which to ignore. Finally, listening, embracing awkward silences, and asking curious questions are key skills for effective customer interviews.

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