In this episode of Marketing Smarts, I talk with Mike Betzer, SVP and GM at Khoros Care. We dive into the history of the 800 number, long distance dialing, and MCI—all in an effort to get to the heart of why companies struggle to really talk to their customers.

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As it turns out, it's not nearly as difficult as we're making it, and personalized messaging might just be the savior we didn't know we needed.

Fully 90% of decisions that consumers make about buying a product or staying with a brand is made through community and friend networks. Brands have to realize that and make themselves accessible when needed—not just when they want to be seen and heard.

Covid has had a great impact on the ways brands talk to people and how people talk to brands. Mike shows us how brands are missing the mark in talking to their customers and what they can do to get things back on track.

Hint: it's all about slowing down and being there. And, of course, using chat and messaging technology.

We talk about some brands that are hitting it out of the park, like T-Mobile, USAA, Peloton, Airbnb, and Whole Foods. They were leaning into personalized messaging before they were forced to, and they have been reaping rewards ever since.

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Codeless and Validity:

Since 2017, Codeless has helped dozens of businesses like yours drive brand awareness, leads, and sales with high-quality, long-form content. Writers sometimes suck at marketing, and marketers sometimes suck at writing. Codeless gets both. To learn more about how Codeless can help you grow your business through content, head to   For over 20 years, tens of thousands of organizations have relied on Validity solutions to target, contact, engage, and keep customers—using trustworthy data as a key advantage. Validity's solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit

"Marketing Smarts" theme music composed by Juanito Pascual of
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