Back and forth dialogue, not one way.
We can’t all be passive listeners. There is nothing more annoying than that a friend of yours who loves to hear the sound of his or her own voice so much, that they are oblivious to your attempts to get a word in.
So why is it that businesses think it is okay to go and on the same way? Having to be at the receiving end of scores of emails and promotional material eventually leaves customers feeling bombarded, with a distaste for that brand. It is important to keep the communication channel open, enabling customers to respond to your communication immediately and reach out to you when they need help. Business’ can do this via emails with short surveys, social media channels and by getting in touch personally with customers who have been with them since the beginning.
Someone actually listening to you (not a machine)
As someone who has been called a good listener by many, I can tell you this: people love it when they feel you are listening to understand and not just to respond. Whether it’s asking them a question or smiling at the right moment, listening is a major turn on.
Isn’t this what you’d look for when you are communicating with a business? Someone who hears your problems and concerns, praise etc. and is able to understand, respond with empathy and act on it? Well, me too. It would be a defining moment if brands listened to what I said about them (on social media or elsewhere) and then replied back to me! It’s important for business’ to especially reach out to users who may end up becoming potential influencers.