Secret to Customer Engagement: Ask, Listen, Act

As you build out your customer engagement plans – do you have programs that require you to stop pitching and start listening?  There’s a funny thing that happens when customers pay you for your products or services… they start to tell you what they think and what they need. If you take the time to listen – this can be the most powerful engagement technique in your toolbox.

Too often, companies think about 400 strategies to tell customers what they are doing. And, often times 399 of those strategies are one way pitching at customers not really engaging them. Take some time to write down the places where you are engaging your customers in a dialogue – where they have an opportunity to offer their perspectives. (NPS surveys are not a dialogue FYI). Next, look at the places where you are not engaging in a two-way form of engagement and assess if there are relatively simple and inexpensive ways to shift the program to listening and acting. For example:

  • Take 50-60% of your NPS respondents and hire a third party to interview them to understand why they scored you they way they did. NPS is a great data point, but it is not giving you the why behind the answers.
  • Assess your events and determine if you can move shift some portion of each event into a place for clients to offer views and hear from your leadership and each other.
  • Consider grounding your executive level engagement with a customer advisory board (yes I’m saying this because this is what Farland Group does!, but they actually work). Through a customer advisory board you will gain an ongoing program with insights that can serve as the anchor for content for your other programs.

Finally, after you listen to your customers make sure you have someone empowered to act on their thinking. Even if your action is telling them that you are taking a different tact, you need to show that you are doing something with the advice and experiences they share.

Take the time and make sure you: Ask, Listen, Act.

Related Stories

Customer First Requires Commitment and Change

Posted on 08.29.2023 by in Engagement Strategy, Featured

“Getting closer to the customer” is an all-too-common goal of companies. While the refrain has a nice ring to it, enabling a strategy to deliver on the promise is not trivial. After all, we know that customers have more choices  

Continue Reading »

Set Your Customer Advisory Council Up for Success: Recruit Your Internal Team First

Posted on 06.22.2023 by in Customer Advisory Boards

When launching a Customer Advisory Council significant thought and attention goes into recruiting members – what criteria to use, whom to invite, and ensuring the mix is on target. However, the same care is not always taken when putting together  

Continue Reading »

Customer Advisory Boards: How Difficult Conversations Drive Change

Posted on 04.27.2023 by in Customer Advisory Boards

One of my first jobs out of university was working in the headquarters office of a local business with several locations. In this role, I worked closely with the customer service representatives, and we received feedback, questions, and  

Continue Reading »

Putting the Peer in Client Engagement

Posted on 03.6.2023 by in Customer Advisory Boards, Featured, Understanding the C-Suite

In this era of social connectedness, opinions and input from peers are of paramount importance to driving buying decisions and the adoption of new enterprise products and services. In working with executive engagement programs, the power of peer  

Continue Reading »

Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »