Skip to content

The Value of Understanding in Building Customer Relationships

The Value of Understanding in Building Customer Relationships

Understanding is a two-way street. To run a great business, you need to understand your customers. That’s why we focus so much attention on collecting data and creating customer journey maps. It’s also really good when your customers understand your business. Storytelling is one of the tools we can use to create that understanding.

[Tweet “Deepening the customers’ understanding of the business resulted in greater levels of engagement…”]

Begin with asking yourself what you’d like your customers to really understand about your business. During a recent Fireside Chat I moderated at JCK Las Vegas, a jeweler shared how they share stories effectively with their customers.  This particular jeweler travels the world to source the gemstones she uses in her jewelry. As part of each trip, she thinks through what her customers would appreciate knowing about the process, and documents that with photos and video.

Back in her store, the video coverage is displayed on two screens. When a customer comes in just browsing, or to have a watch battery changed, they’re exposed to this interesting, visually compelling content that tells the story of how the gemstones in the cases got there. Many of her customers subsequently sign up to attend a special gemstone-focused event. Deepening the customers’ understanding of the business resulted in greater levels of engagement, and eventually, sales.

When a story is strong enough, your customers will tell it for you. That same jeweler shared the fact that a customer who’d watched the story and had a piece of custom jewelry made was later stopped by an admiring passer-by who wanted to know where she’d gotten it. That customer who’d responded so well to the story then became the storyteller, sharing her own personal experiences of interacting with the jeweler, as well as the story of how gemstones are sourced from around the world.

What would you like customers to understand about your business? Storytelling can take many forms, so focus first on understanding what you’d like your customer to know. You may have one story to tell, or you may have dozens. Capture your ideas and create a plan to tell them all.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office