I was just interrupted during our onsite innovation sprint…
“I’m sorry, but I don’t think that’s what our customers want.”
We’ve been mapping our innovation roadmap all week, and something fascinating keeps happening:
Our social team (who absolutely has a seat at the table) continuously brings a critical perspective:
“The conversations on social are focusing elsewhere...”
“Our listening tools show this is the actual pain point...”
“Here’s what customers are saying in real-time...”
Their insights can shift our next steps.
And they are backed by data from thousands of real customer conversations flowing through social channels every day, unfiltered and honest.
So the most valuable question we kept returning to during our onsite was:
→ Are we building what WE think matters, or what our CUSTOMERS say matters?
Your social team isn’t just executing your social strategy - they’re sitting on insights that should be shaping your entire business strategy.
How are you integrating social intelligence into your product roadmap?
The answers might surprise you.
One of the best conversion wins?
Actually listening to your customers.
It’s easy to get caught up in optimising buttons, headlines, and landing pages. But often, the real answers are already out there — if you know where to look.
Last month, a founder I work with was stuck at a 2% conversion rate.
Instead of diving straight into CRO tools, we did something simple:
𝐒𝐩𝐨𝐤𝐞 𝐭𝐨 15 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐰𝐡𝐨 𝐡𝐚𝐝 𝐫𝐞𝐜𝐞𝐧𝐭𝐥𝐲 𝐛𝐨𝐮𝐠𝐡𝐭.
What we learned:
💡 Their biggest buying fear wasn’t addressed anywhere
💡 The pricing page created confusion rather than clarity
💡 The language on the site didn’t match how customers talked
But we didn’t stop there.
We also layered in 𝐬𝐨𝐜𝐢𝐚𝐥 𝐥𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 — pulling insights from reviews, competitor reviews, social posts, and forums — to add a broader view on top of the direct conversations.
The result?
Depth from interviews. Scale from social data.
A full picture of what customers really needed.
And after updating the messaging, 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐣𝐮𝐦𝐩𝐞𝐝 𝐟𝐫𝐨𝐦 2% 𝐭𝐨 7.8%.
No ad spend. No new tools. Just better understanding.
Real growth starts when you stop guessing and start listening — properly.
When’s the last time you checked not just what your customers say to you…
but what they’re saying when they think you’re not listening?
#CustomerInsights#GrowthStrategy#ConversionRateOptimisation
Despite heavy investments in digital tools, many organizations still struggle to deliver seamless customer journeys.
Too often, brands assume that having a chatbot, a responsive website, or a few digital touchpoints means they’ve mastered omnichannel. But customers think otherwise, and they’re not shy about voicing their frustrations. But each one of the complaints highlights a missed opportunity to connect, resolve, and build trust.
The good news, however, is that we’ve entered the era of Agentic AI, where intelligent systems go beyond just reacting. They think, plan, and act on their own. Unlike traditional AI, they’re aware of the context, goal-oriented, and capable of handling real-time interactions across different channels.
These systems learn from behavior, anticipate needs, and continuously improve experiences, bringing us closer than ever to truly seamless, human-like customer journeys.
But technology alone isn’t the answer. Transformation occurs when you combine Agentic AI, customer intent, and data within a unified, intelligent framework.
So, how can organizations close the omnichannel gap and elevate customer experience?
1. Start by listening. Most companies overestimate how “connected” their channels are. Use real customer feedback and journey mapping to uncover friction points and blind spots.
2. Use Agentic AI to unify, not just automate. The new generation of AI can understand context, remember customer history, and act across channels, delivering personalized, human-like support without starting from scratch every time.
3. Think experience, not channels. Omnichannel isn’t about being everywhere; it’s about being seamless everywhere. Agentic AI allows you to break silos between sales, service, and support in real-time.
4. Invest in ecosystem intelligence. From product availability to delivery to CX, every part of your system must speak the same language. That’s when AI goes from reactive to proactive.
At X-Shift we help organizations across sectors harness Agentic AI and next-gen digital tools to:
■ Deliver real-time, context-aware support that feels human because it’s built to understand.
■ Connect online and offline journeys so your customer never feels like they’re starting over.
■ Design predictive experiences, using AI to solve problems before they’re voiced.
■ Create adaptive strategies, powered by data and feedback loops, to keep evolving with the customer.
■ Build scalable digital frameworks that integrate legacy systems with new-age tech.
With Saudi Arabia emerging as a regional leader in AI readiness and digital infrastructure, there’s never been a better time to go beyond surface-level automation and build intelligent, frictionless customer experiences that actually work.
#AI#AgenticAI#Omnichannels#CX#Customer
Here's how I got my client to listen to her community instead of just her business
My client, an owner of a local coffee shop, was puzzled.
Despite active social posts, her coffee shop stayed quiet. She was shouting into the digital void.
One day, she overheard customers:
"I wish there was a quiet place to work with good Wi-Fi and late hours."
Lightbulb moment!
She shared with me over the discovery call that she'd forgotten to listen to her community.
I changed her approach.
1. Tuned In: Followed local hashtags, joined community groups.
2. Read Between Lines: Noticed discussions about study spaces and late-night coffee needs.
3. Adapted: Extended hours, upgraded Wi-Fi, created quiet zones.
4. Engaged: Joined conversations, shared tips beyond just promotions.
5. Measured: Tracked mentions and sentiments.
Result? Her shop became the go-to spot. Revenue doubled, engagement soared – all from posting smarter, not more.
Most businesses focus on sales rather than social listening, so here's why social listening matters to all brands:
1. Uncover needs
2. Improve offerings
3. Manage crises
4. Gain competitive edge
5. Build authentic connections
For those of you who are missing that vibe in your business, I would like to set a challenge:
1. Observe your niche for a week without self-promotion.
2. Find three surprising audience insights.
3. Plan strategy adjustments based on these.
Share your biggest revelation! How will you transform your approach?
#SocialListening#DigitalMarketing#BrandStory
Where do your prospects like to be touched?
Not in the creepy way.
In the marketing way.
Most teams mistake “touches” for impact. They blast impressions across channels, recycle the same content everywhere, and hope something sticks. That’s not strategy. That’s guessing.
The reality is… your prospects are already telling you exactly where and how they want to engage.
Every digital move they make leaves behind a signal:
A pricing page visit that screams bottom-of-funnel interest
A repeat ad click from a Director who’s clearly warming up
A LinkedIn post comment where they reveal pain points in their own words
A webinar signup that shows topic-level intent
CRM data on accounts that suddenly light up
The teams that win don’t force-feed campaigns into one channel — they align activation with those signals.
So what does that look like in practice?
👉 If they’re consuming your thought-leadership posts on LinkedIn, retarget them with a case study ad instead of hammering them with a cold ebook.
👉 If they’ve visited your pricing page twice, don’t waste time showing them generic top-of-funnel ads. Hit them with a direct offer — demo, calculator, or comparison guide.
👉 If CRM shows dormant accounts are engaging again, sync LinkedIn + Google campaigns to surround them with contextually relevant messages while SDRs follow up.
👉 If multiple stakeholders from one company are poking around your content, that’s not a coincidence — it’s an account-level buying committee heating up. Saturate them with middle-of-funnel creative.
This is signal-led marketing. It’s about listening before you touch.
The payoff?
Less wasted budget on noise
More meaningful touches that actually move pipeline
A cross-channel motion that compounds impact instead of scattering it
That’s why we built DemandSense — to surface the right signals and trigger the right activation, whether that’s LinkedIn, Google, nurture, or retargeting.
Stop guessing. Start listening. Your prospects are literally telling you how to market to them.
Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Real loyalty is built outside the store; are you keeping up?
“Everyone talks about in-store experience, but the real test of loyalty? It happens long before and long after the checkout. Are you investing enough outside your four walls?”
Luxury retail has always prided itself on exceptional service and atmosphere. But in today’s hyper-connected world, that’s only half the story. Genuine customer loyalty is being shaped in places and moments, you might not see.
What sets leading brands apart?
Omnichannel engagement:
Top brands don’t just wait for the customer to walk in. They build relationships through personalized emails, direct messaging, virtual styling, and exclusive previews online. McKinsey research shows that omnichannel customers are 30% more valuable over time than single-channel shoppers.
After-sales follow-up:
A simple thank you, a check-in call, or a private invitation to an event; these small gestures can create emotional bonds that outlast any purchase. It’s the personal touches after the sale that turn clients into true brand advocates.
Community building:
Brands like Chanel, Hermès, and Valentino are investing in communities, inviting clients to private salons, cultural events, or even digital forums where like-minded enthusiasts connect. Loyalty is no longer transactional; it’s about belonging.
What not to do!!
Set and forget:
Disappearing after the sale is the fastest way to become irrelevant. Today’s clients expect a two-way relationship, not just a receipt.
Generic communication:
Mass emails and scripted messages don’t cut it. Personalization isn’t just nice to have; it’s expected.
Ignoring feedback:
Failing to listen and adapt to customer feedback can erode trust, especially in markets like the GCC, where word-of-mouth is powerful.
Reflection:
I’ve seen firsthand in the UAE and across the region: The most successful brands are those who think beyond the store. They’re present where their clients are physically, digitally, and emotionally.
When did you last feel truly valued by a brand after your purchase?
What’s one post-sale gesture that made you loyal?
Is your brand present for your clients after the transaction, or just during?
The new era of luxury isn’t just about what happens under your roof; it’s about how you show up, everywhere, every day.
#customerloyalty#omnichannel#luxuryretail#customerexperience#brandcommunity#GCCretail
Stop sending surveys. Seriously.
They're a bad habit that gives you polite, sanitized data, not real insights.
I found a way to get a 78% response rate and honest feedback by doing the exact opposite of what every marketing book recommends.
Here are 5 customer research methods that beat surveys every single time:
1) WhatsApp Voice Notes > Written Surveys: ↳ People speak faster than they type ↳ Emotion comes through in voice tone ↳ No survey fatigue
Method: Send a voice note asking ONE specific question "Hey [Name], quick question - what made you choose us over [competitor]?"
2) Watch Usage > Ask About Usage: ↳ What people do ≠ what they say they do ↳ Behavior reveals truth, words reveal intentions
Method: Screen recordings + heatmaps show reality
Ask: "How often do you use feature X?" → They say "daily" Data shows: Last used 3 weeks ago
3) Churned Customer Calls > Happy Customer Testimonials: ↳ Satisfaction bias makes happy customers less honest ↳ Churned customers have nothing to lose
Method: Call customers who cancelled in the last 30 days "What could we have done differently to keep you?" Most brutal, most valuable insights you'll get.
4) Social Media Stalking > Focus Groups: ↳ Real conversations happen on Twitter/LinkedIn ↳ Unfiltered opinions in natural settings
Method: Search "[your brand] OR [competitor] OR [problem you solve]" People complaining/praising without knowing you're watching.
5) Customer Success Team Coffee Chats > Executive Surveys: ↳ Front-line teams hear the real feedback daily ↳ Filter gets removed when it's informal
Method: Weekly coffee with CS/Sales teams "What are customers actually saying?" Not the sanitized feedback that reaches leadership.
The Pattern I've Noticed:
The closer you get to natural conversation, the better the insights.
→ Formal surveys = What customers think you want to hear → Informal chats = What customers actually think
My personal favourite: Join Customer WhatsApp Groups/Communities- I have joined discord & reddit communities
Don't moderate. Don't participate initially. Just observe. How they talk about problems. What words they use. Their real frustrations.
Pure gold for messaging and positioning.
The Reality:Most "customer insights" are actually "customer politeness."
People won't tell you your product sucks on a formal survey. They will tell their friend on a WhatsApp call.
Your job? Be the friend, not the survey.
Which method are you going to try first?
Inbound and outbound strategies have long been considered separate paths to growth.
But what if I told you that combining them could be the secret sauce for scalable success?
Enter the rise of inbound-led outbound.
A hybrid approach that leverages the strengths of both methodologies to create a more powerful engine for growth.
Here's how you can implement this game-changing strategy in your tech company:
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗵𝗮𝘁 𝗦𝗽𝗲𝗮𝗸𝘀
It all starts with valuable content.
Your inbound strategy should focus on creating content that resonates deeply with your target audience.
This isn't just blogs or newsletters.
Think webinars, podcasts, and video content that educates and engages.
When done right, it builds trust and authority.
𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀
Inbound efforts generate a wealth of data.
Capture insights from site visitors, content engagement, and social interactions.
Use this data to fuel your outbound campaigns.
Identify key pain points and tailor your messaging to address these needs directly.
𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗢𝘂𝘁𝗿𝗲𝗮𝗰𝗵
Gone are the days of generic cold emails.
With insights from your inbound efforts, craft personalized outreach that speaks to the individual.
Mention specific content they interacted with.
This shows you've done your homework and builds rapport.
𝗠𝘂𝗹𝘁𝗶-𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵
Don't limit your outbound efforts to just one channel.
Utilize a mix of email, social media, and even direct mail where appropriate.
By aligning your inbound and outbound messaging across channels, you create a cohesive experience for prospects.
𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗟𝗼𝗼𝗽
Continuously gather feedback from both inbound and outbound efforts.
What content converts? What messaging resonates?
Use this information to refine your approach.
It's an ongoing cycle of learning and adapting.
The beauty of inbound-led outbound is that it creates a seamless journey for your prospects.
You meet them where they are with the information they need.
This approach not only increases the efficiency of your sales process but also enhances the customer experience.
Start crafting your inbound-led outbound strategy today and watch your growth take off.
What's your experience with blending inbound and outbound?
Drop your thoughts below!
✎﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏
👋 Hey, I’m Nick, founder at addMRR.
💬 I talk about growth, sales, and creative marketing strategies for B2B and SaaS companies looking to scale.
📈 Found this useful? Follow me and repost, so others can grow too.
So how do you actually turn social listening into strategy?
Brands are spending thousands on social listening tools, and most are completely wasting their money.
Having data ≠ having strategy.
Here's the framework I use:
✊🏾Start with the "So What?": Let's say you're a beverage brand and notice "electrolytes" mentions up 300% in your category over 4 months.
dig deeper, the conversation isn't coming from athletes. It's remote workers, parents, and people recovering from nights out talking about hydration for everyday life. "I need electrolytes because I forgot to drink water all day" is the vibe. Ask: Who's saying it? Where? What problem are they solving?
✊🏾Map insights to business goals: If you're trying to expand beyond the sports drink aisle, this is your signal. People want functional hydration without the "athlete" branding. Does this support your growth strategy? Open a new customer segment? Create a competitive advantage?
✊🏾Create insight-to-action bridges: For every insight, there should be a corresponding action. Product reformulates for everyday hydration. Marketing shifts from "post-workout" to "real life moments." Sales pitches wellness aisles. Content creates hydration myth series. Partnerships targets WFH creators, not gym influencers.
✊🏾Build feedback loops Did the action move the needle? Track it. Social listening isn't a one-time audit—it's a continuous cycle of listen → strategize → execute → measure → optimize.
social listening is barely about "social."
The real magic happens when insights escape the marketing department and start informing product development, sales strategy, customer service ... basically every team that swore they "didn't need social data."
So if you've ever wondered how to leverage social listening for actual strategy there you have it.
-
👋🏾 I'm Jazmin, founder of que lo que? the agency where scrolling, eavesdropping, & social listening are our thing. | visit queloque.co ✨
I often say:
Focus on psychographics (values, interests)
Over demographics (age, gender, income)
The tough part?
Gathering psychographics
(without being creepy or invasive.)
It's easier to rely on demographics.
They're:
- painless to gather
- straightforward
- easy to analyze
- quantifiable
But it's a mistake to depend on them.
A costly one.
They're a weak data point.
The role they play in purchase decisions?
Smaller than many marketers think.
Psychographics are much more useful.
And easier to collect than you think.
Here's how I do it:
👉 Customer surveys
Ask direct questions about values, interests, and the purchase process.
👉 Social listening
Analyze what your audience is saying in comments, reviews, and posts. Look for patterns in their language, pain points, and values.
👉 Website behavior
Track which pages customers visit, what content they engage with, and how they navigate your site.
👉 Customer interviews
Understand the customer buying process — from the first moment a customer noticed a problem in their life through purchasing your product (and ideally your product solving their problem).
👉 Community engagement
Host webinars, engage in online groups, read and respond to customer comments. Learn your target market's pain points and how they phrase those pain points.
👉 Analyze reviews and testimonials
Look for recurring themes in what people say about your product — or your competitors'.
Psychographics give you:
- customer behavior insights
- voice-of-customer data
- value props
- pain points
It's priceless info.
Use it to hone your messaging, offers, marketing, design, and product.
#marketing#customerinsights#strategy