Help provide input to a podcast on How to Listen & Translate what the Market & Your Customers are saying

[Deb Siegle, Strategic Marketing]

Hello all!
I'll be doing a podcast next week regarding the Market and Customer Voices - and how to listen, and then translate into action what they are saying.

As I'm putting together my thoughts, I'd really value your input on what factors are most important to you? What do you most want to know when you think of "What the Marketplace could tell you?" or "What is most important for you to hear from your customers?"

My goal is to identify ways for people to gain New Insights Into Your Customer, Your Product, and Your Brand.
I'm coming from the perspective of are you hearing all that your customers are saying, especially about how they perceive your brand (product or company)?

And, then, translating what your customers are saying into productive action. These actions can range from strategic to tactical in a variety of areas, such as new products or enhancements, new target markets, and brand refinement. This discussion will show you how to use the research to uncover gaps and opportunities in customer perception, and customer segment alignment, and your brand.

I’m very focused around how do we LISTEN and then TRANSLATE what the market place is telling us.

I look forward to your feedback and priorities - what's most important for you to learn? What actions or decisions are you making that would benefit from Marketplace or Customer input?

Thanks!
Deb

[Deb Siegle, Strategic Marketing]

The ACTUAL and ACTIVE listening is so on point. It's especially important to be very conscious about not forming conclusions too early, or hearing only those things that validate your own beliefs or perceptions ... or those you want to hear. That is one of the reasons why having an unbiased third-party involved can be so productive.

I'd also love to hear from people on some the best 'ah hahs' people have had from listening to customers, or the market place. And, then what you did with that information. How did it impact or change decisions you were making, or actions you took? Tell me your success stories!

[Chris Pareja -Founder, B2B Power Exchange]

I think the biggest issue in hearing the customer's voice is actually listening. Too many people try to sell the customer on why things should be done a certain way. The client says what they want, then the interviewer does their best to talk the client out of what they want and into what the interviewer wants. They "win" the interview, but lose the ability to innovate. That's why it's dangerous to have someone with a vested interest do the interviewing. CEOs and salespeople tend to do the worst jobs of asking questions intended to uncover the desires of the clients. (There are exceptions.)