Are You Really Hearing Your Customers?

Derek Story
May 5, 2020
February 5, 2020

Every day your prospective customers are telling you how they feel, what they want and their opinion about their experience interacting with your organization. So, what are they sharing with you? Maybe something like this.

“I visited your business last night at 10:23 p.m. I’m a mother of a young child and I’m looking for some outside educational programs where my kid can meet other children her age, have some fun and learn something in the process. I was made aware on Facebook that your organization might have what I am looking for and decided to take a closer look. Your program director shared a little bit of what you offer, and I was intrigued about a couple of your programs. The day camp caught my attention and so did the summer swimming class. I was also surprised to see that you had yoga classes for adults on Tuesday! I almost signed up for the swimming classes, but I was interrupted and had to go tend to something else. I’m still thinking about coming back to finish the paperwork and pay for the swimming lessons. I would also like to know more about your yoga classes.”

Did anyone at your organization hear what this person was saying? You may be asking yourself, ‘How did this person visit us last night after 10:00 p.m., we close at 9:00 p.m.!  And our program director is out of town at a seminar this week.  There was no voicemail saying anything like this on the customer care hotline, not even a comment card in the suggestion box. Who is this person? Are they coming back?  How do I contact them?

You might be surprised to know that what this prospective customer shared with your organization was not expressed in words, and it made no sounds. All of this information came from the breadcrumb trail she left digitally. Nevertheless, the message the consumer was sharing was quite clear, completely expressed in the analytics available to any organization that uses a website, mass emails and Facebook postings. The question for your organization is, “Are you really hearing what your prospective customers are telling you?”

This blog series from our digital marketing team will delve into the quiet but extraordinarily communicative world of digital analytics so that you will not only know how to listen to your prospective customers but also effectively respond to what they are sharing with you.

View our digital marketing webinar about how ACTIVE can help you reach and better understand your customers: https://register.gotowebinar.com/recording/1343588220675247110

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