))
Customer Success Playbook S3 E43 - Cairo Marsh - Empathy is the New ROI
Manage episode 476895520 series 3482629
Content provided by Kevin Metzger and Roman Trebon, Kevin Metzger, and Roman Trebon. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kevin Metzger and Roman Trebon, Kevin Metzger, and Roman Trebon or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
This episode of the Customer Success Playbook welcomes Cairo Marsh, Founder and Executive Partner of Relative, for a thought-provoking conversation on empathy-led marketing. Cairo shares his top tip for organizations seeking to harness empathy as a competitive advantage: focus on value at every touchpoint. From Patagonia's purpose-driven branding to the basics of transactional incentives, Cairo offers real-world examples of brands that resonate by placing customer needs front and center. It's not just marketing—it's relationship building at scale.
Detailed Analysis: In this crisp yet powerful episode, Cairo Marsh challenges traditional marketing mindsets by reframing empathy as a strategic asset rather than a soft skill. He lays out a pragmatic approach to empathetic marketing that begins with a deceptively simple question: "What does your audience need right now?" It's not about gimmicks or grand gestures but about delivering meaningful value at every interaction.
Using brands like Patagonia as a compass, Cairo underscores how value can transcend the transactional. Patagonia's commitment to sustainability offers customers purpose beyond product—a model for values-driven engagement that earns loyalty. On the flip side, Cairo doesn’t shy away from acknowledging that even simple sweepstakes or incentives can serve as valid forms of value, as long as they're designed with the customer's benefit in mind.
The conversation also touches on the psychological shift needed within companies. Empathy isn't a campaign—it's a culture. And it begins with a genuine interest in your customer’s world. Cairo likens this to personal relationships, where curiosity and attentiveness build trust. Businesses should behave less like sociopaths (his words, not ours) and more like thoughtful partners.
Whether you're building a brand or fine-tuning your customer journey, this episode is a potent reminder: empathy scales. It informs marketing, strengthens loyalty, and enhances every element of the customer success playbook.
Now you can interact with us directly by leaving a voice message at https://www.speakpipe.com/CustomerSuccessPlaybook
Kevin's offering
Please Like, Comment, Share and Subscribe.
You can also find the CS Playbook Podcast:
YouTube - @CustomerSuccessPlaybookPodcast
Twitter - @CS_Playbook
You can find Kevin at:
Metzgerbusiness.com - Kevin's person web site
Kevin Metzger on Linked In.
You can find Roman at:
Roman Trebon on Linked In.
138 episodes
Share
