Communication involves speaking and listening. When kids are growing up they are mostly taught how to speak. Rarely are children given a listening lesson by their parents. The same mistake is happening in our organisations every day where organisations are ignoring customer complaints as if they know what is best for their customers. It is very important for organisations or brands to master and execute the art of listening. When your customers start to complain, it is time to stop playing your usual jingles, put your ear on the ground, meditate upon those things which made them for in love with your brand in the first place, retrace your footsteps and bounce back with a much stronger positioning strategy.
Sustainable brand-customer intimacy and advocacy is sown, cultivated and nurtured through the ability to listen attentively to what the customer is communicating. In other words, it is sustainable and it pays for businesses to make a conscious decision to listen to their customers. Feedback from customers should be viewed as a low-hanging fruit for those organisation or brands wired to go that extra mile. Brands like these listen and collaborate with their customers to deliver exactly what their customers want and more. Combine this with an organisation’s listening and follow-through abilities and you are serving your customers a winning formula as a brand. Nothing beats serving a happy customer with exactly what they want. They will certainly keep coming back for more and make all the right noises about your brand.
Listening always guarantees sustainability for every company or brand. Everything which is done by employees and their bosses start from someone having listened. Decisions must be taken after realizing that strategies or some product portfolio have to be changed in the organisation to ensure a brand stays relevant and the organisation a going concern. Inability to properly listen is likely to result in bad or incorrect decisions being made or even if good decisions are made, they still have to be communicated to subordinates. The subordinates have to master the art of listening to eliminate blind spots between decision making and implementation.