In this episode we talk to the Partner Experience Manager at Twitter, Sioban Massiah. She started off working in marketing back in 2008 when the recession hit and marketing was one of the first things to disappear, so she had to go into sales. She has found while researching customer experience that no matter what you did in any company, if you weren’t empathetic or knew your customer and figured out what they wanted, you would be unable to succeed. We talk about the company's purpose and Sioban says if you put your purpose out there, people who align with it will come to you.Her background 0:50 Power of connection 3:38Getting your employees aligned around your purpose 8:37Empathy and connection with customers 12:20“I think that the script is the foundation and the training to be connecting and actually empathetic with your customer is what you build off of. You need to hire people where these practices are actually part of who they are in general, or who they want to be and who they see themselves being so that way this script is something they can work with, but they can still connect and empathise with their customers.” 7:20sio@twitter.comTwitter: justcallmesio