What Every SME Needs to Know About Their Customers

Welcome to the CanadianSME Small Business Podcast, hosted by Kripa Anand. Today, we explore how businesses can move beyond guesswork and use customer data to drive smarter, more consistent growth.

Joining us is Stephan Sigaud, CMO at Phase 5. With decades of experience in market research and customer strategy, Stephan shares how understanding the voice of the customer unlocks real business impact.

Key Highlights

1. SME Marketing Misconceptions: Stephan explains where businesses go wrong when targeting SME audiences.
2. Affordable Market Research: Stephan shares how small businesses can use research without large budgets.
3. Brand and CX Alignment: Stephan highlights the cost of disconnect between promise and experience.
4. From Data to Action: Stephan discusses how to turn analytics into clear growth strategies.
5. Sustainable Growth Mindset: Stephan explains the habits that drive long term success through customer insight.

Special Thanks to Our Partners:

• UPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWA
• ADP Canada: https://www.adp.ca/en.aspx

For more expert insights, visit www.canadiansme.ca and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age!

To learn more about how we are supporting the ecosystem, please visit the CanadianSME Small Business Foundation at smbfoundation.ca.

Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation.