Why is speaking the same customer language so important for growth?
Marketing, New Business and the internal organisation often speak a different customer language. That costs frustration and profitability.
Why is speaking the same customer language so important for growth?
At the top of the funnel, Marketing is busy creating awareness. Then you have New Business, focused on winning new customers. And then the internal organisation takes over to make sure customers are happy, stay happy and grow.
The ideal picture is when customers are so happy that they genuinely become fans and spread the word to their network. Those are the very best leads.
Where it often goes wrong: marketing, new business and existing customers, everyone speaks a different customer language. That costs an incredible amount of frustration and profitability.
That is why I have created several trainings to get the whole organisation speaking the same customer language.
Read also
Klaas Kroezen is an entrepreneur who trains, coaches and speaks. He wrote the #1 Dutch bestseller Sales, Honest & Relaxed and the new book Van klant naar fan (From customer to fan, November 2026). After 25+ years in sales with his own international market research firm, he helps organisations adopt the From customer to fan mindset: selling honestly and relaxed, and turning customers into fans with the whole team.
More about Klaas