Ears. They\u2019re funny little things when you think about it. Their shape, the canals, how they protrude from our heads. Even the hairs that grow out of them as we age. So odd, and yet, so important. I wonder some days if brands have ears. Customers certainly have mouths, constantly shouting, \u201cWe just want to be heard!!\u201d But is it being heard they want? Or do they really want to be listened to?<\/p>\n
In 4th<\/sup> grade music class I learned the difference between listening and hearing. We hear many things, but we don\u2019t focus on all of them at once. Hearing<\/em> is the physical measurement of sound waves and it just happens.<\/p>\n Listening<\/em> however, takes that audible information and processes it with the intention of understanding. I was blown away when the teacher said we can all hear the clock ticking\u2026but we don\u2019t know we do until we listen for it.<\/p>\n Technically, brands might be hearing customers (through twitter, customer service and online reviews), but are they listening to what they\u2019re saying? Are they getting more than a big helping of noise soup?<\/p>\n Everyone says they want to be heard \u2013 but really they want to be understood. That means brands must listen to understand their customers\u2019 desires, motivations and goals before they can decode the needs.<\/p>\nAre you hearing or listening?<\/strong><\/h2>\n
A tale of micro and macro listening<\/strong><\/h2>\n