ON THE BENCH INSIGHTS

Why Listening To Customers Is Key To An Exceptional Experience

Listen with intent. Sounds straightforward, right? Well it really is as simple as listening to what customers say to understand who they are, what they like and dislike. The secret however, is that you have to listen with intent. Taking notes will help drive strategies in your business, both internally and externally, and help you spin that flywheel.

Here are 3 creative ways to find out exactly what your customers are saying about you:

1. Listen to sales & support calls
This is probably one the most powerful tactic you can use to really understand the voice of your customer. It’s their words, out of their mouth. This is where you will discover how they perceive your brand, how they describe your product, and where there’s friction.

Using the words they use in your marketing is what will resonate with them. A great tip from Dave Geradt from Privy, switch your daily podcast listening to listening to sales calls.

Listen to sales calls
2. Leverage your website data

At On The Bench, we gather every search query a user types into our search engine on our website. This data enables us to understand how customers are describing HubSpot challenges and what solutions they’re looking for. Not only does this help us with Marketing, but also with our product to understand where the demand is and where the gaps are.

So if you have a tool on your website that collects this type of info from visitors — definitely set time aside every week to analyse this.

3. Monitor your social platforms

This is so underrated and often forgotten about in the B2B space. Setting up a monitoring stream on your social channels alerts you every time some mentions your brand name or uses keywords that describe your offering or pain point your business solves. These alerts enable you to jump in on a conversation and build rapport with your customer.

Parting Tip: Make sure you make it easy for your customer to get in touch with you at every single touch point. There are other basic CX tools you should be using like NPS and feedback surveys, Hotjar for website heat mapping and Drift for live chat.

So you see, there are many different ways to tap into the voice of your customer - but what matters is what you do with this information. Those who listen with intent and use this to improve and remove friction from their flywheel, are the one that will have customers coming back and referring more.

Posted by Nikita Scott on Jun 26, 2020 12:10:31 PM
Nikita Scott

Nikita Scott

Coming from an agency background, I have extensive knowledge of how agencies and brands interact, marketing, sales, and product management.
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Topics: Customer Experience

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