Keeping things fresh: Out from behind the looking glass, and into your customers’ reality

There’s something remarkable about moving from observation to interaction. Customer Closeness brings a new energy to an organisation, revealing fundamental human truths and stories that shift perspective. 

Too often, businesses stay behind the two-way mirror, observing customers from a safe distance. But stepping into the room (be it physical or virtual) changes everything. It fosters connection, accountability, and a relationship built on openness rather than assumptions.

We see this firsthand in the sessions we run. A simple slot in an away day, filled with customer voices, can be the injection of energy in a day otherwise dominated by data and targets. In short, it reminds the business why their work matters. 

And the impact is real. We saw this at a recent retailer conference where we arranged for 150 customers to join colleagues without any prior mention on the agenda. The reaction? Pure electricity.  Conversations were sparked, challenges confronted, and appreciation shared for the great work done by colleagues.  No PowerPoint or voxpop can come close.

At the start of the year, the CEO of one of the organisations we work with was asked what they were most looking forward to. Their answer? The next Meet Our Audience event.  It’s so satisfying for us at TCCC when we see the passion we have for Customer Closeness shared by the client organisations we partner with.

It takes courage to add the customer so directly into the mix.  Many organisations start with a taster session before committing to a full programme. It’s rare to go all in from the outset, but once that first session happens, appetite grows. Teams see the depth and honesty that emerges when customers are prepared, recruited carefully, and supported in sharing their realities.

And the customers themselves? They walk away feeling valued, impressed by a company that is willing to listen to them firsthand, to truly hear what life is like for them.

Our next blog in our series on Freshness will explore how to keep Customer Closeness fresh by mixing up methodologies and becoming even bolder.

Are you ready to step into the room?