Exclusive product availability, proprietary technology and an energetic response to customer feedback provide Smarthome Direct with the keys to successful growth

By Matt Griffin

Focus groups have been another source of customer insight for the company, Root notes. But more narrow, and in some ways more valuable, is something Kapur calls “the customer advocate meeting.” As Root explains, “We’ve actually contacted a customer who has had lots of activity with us, but isn’t necessarily upset or satisfied. And we’ve had a conference call with that customer and our entire executive team. We gave him the floor for 30 minutes, and we sat and took notes feverishly. We learn a lot by doing those types of things.”