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The Art of Listening to Customers 365 days!

December 18, 2012 Leave a comment

The nation is still trying to make sense of why evilness reached Sandy Hook Elementary School and took the lives of many innocent souls and those adults that cared for them. Tragedies like these affect everybody and it becomes a big part of society. What is the appropriate approach for companies during this time? ¬†A great example here is Jet Blue. According to Mashable, Jet Blue made sure that a letter written by Noah’s cousin reached Connecticut in time for Noah’s funeral. Noah’s mother had asked all the family members to write later that would be buried with Noah.

The reason I bring this up is not for companies to suddenly start doing something to show their sympathy. Actually, I have a problem with a lot of companies trying to get behind a cause that doesn’t align with their mission or those who try too hard to create a great PR image. However, Jet Blue has keep an on-going conversation with customers on social media sites and therefore can justify doing such gesture. Hence, here are several reasons why I bring this up:

1. Companies should always lend their ear to their customers (especially since the digital era has allowed customers to be more available and willing to engage with companies). Do you really like those friends who talk your ear out but they don’t listen to anything you have to say?

2. What affects society affects companies too (at this point ¬†customers are heartbroken due to this tragedy). Being proactive is the best way to keep consistent with any company’s brand.

3. Companies shouldn’t do anything if all they want is free publicity. This is why customers have grown to distrust companies.

As a company, you have to be you and be real. Listening is a great skill that brings about unplanned publicity. It also shows you what customers really NEED and not what you think they NEED. I hope that as we move forward in the future, that companies will riley for causes and events that they really believe in, while truly catering to their customers. It is my hope that one day companies will be heroes and not villains. I also hope to be part of that change, STAY TUNED!