The ability to listen to your customers and take strategic action can lead to your biggest, most successful marketing moments. A newly released study shows that not all marketers understand how to do this:
"Some 41 percent of respondents said they are doing a fairly good job at listening, but admit that while they are able to aggregate intelligence in some channels, they are struggling in others. Another 34 percent admitted to just doing an okay job, listening the best they can, but not necessarily understanding what the customer actually wants or needs from the noise. Another 29 percent reported they are also struggling to remember that the customer is actually human and not just an inbox or target."
At Red House B2B, we agree with the following guidelines for listening and responding to customers within marketing campaigns:
1. Ditch broad personas. Marketers must put a real person at the center of strategy.
2. Eliminate the “aspiration” of customer centricity. Marketers must recommit to customer centricity in action.
3. Listen to the voice of the customer and not just the noise of data.
4. Listening is at the core of building a bi-directional conversation.
5. Reflect real human behavior and shift engagement patterns to better replicate and reflect the tone and cadence of interactions in real life.
6. Remember that behind every data point is a person. Data is the digital manifestation of every human being that has interacted and engaged with our brand.
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