In recent interviews with Mike Fasulo, President and COO of Sony and Lisa Joy Rosner, CMO of Neustar, both talked of the importance of customer engagement and staying atop customer feedback. The executives conveyed several ways in which they receive this feedback. One example, not shockingly, was using social media sources like Twitter.
Customer engagement is something that is becoming more and more prevalent in today’s competitive market. As a relationship and communication expert this is something I’ve been teaching for over a decade – understanding that in order to build long term customers you have to understand their needs and communicate back in a way that says you’ve listened.
Some people think communicating is pushing their own agenda. That’s really never the case. And in the case of business, as noted by both the Sony and Neustar executives, listening more and responding to what’s being “spoken” is the more effective way to communicate and build client interest.
In today’s realm, what’s being spoken is taking on new avenues. Who knew only a short decade ago that businesses could now get quick and poignant feedback using a #. Regardless, if you use hashtags or basic surveys for customer input, the important thing is that businesses listen. Because as is the case in most successful relationships, the listening really is the most important part.
Driving ideas and business around customer feedback is crucial to staying in business in today’s market. So executives – “listen up” and keep up with what your customers are saying. They’ll give you the answers to what they want. If you’re not engaging and “communicating” with them, you will lose out on many profitable opportunities.