Author: Tobias Straumann
Whether it is airplanes, semiconductors or banking software, a complex product with many features and functionalities entails the need to be explained. Therefore, many vendors start selling by talking and dumping data instead of “understanding” the prospect’s challenges with purposeful listening. A Forrester paper commissioned by Dell found that many companies struggle to measure customer insights, to tie listening activities to corporate objectives, or prioritize other goals like reach or demand generation in digital channels. Nevertheless, it is essential, especially for a B2B vendor, to listen to and investigate the challenges and expectations of the customer in order to deliver the best-fitting solution. Vendors need to listen to the customer when they voice thoughts and show interest in the product, whether it is in a sales workshop or in the World Wide Web.
In the digital age, thoughts, opinions, questions, and interests are expressed in searching, commenting, sharing, liking, following, adding and other traceable actions, which increase Big Data. Despite the lack of emotional feedback, there are many ways to listen to the customer digitally. Google Analytics offers over 200 metrics to listen to customers. Social media listening tools are springing up like mushrooms. Every company has a website, often with feedback, survey or contact forms, forums or blogs to trigger conversations and gather insights provided by the visitors.
With all the data available, the tricky part is to analyse the data, understand the context and put all the traceable bits together to see the big picture.
How does your company listen to its customers? What is your experience with digital feedbacks?