Truly listening to understand your customer is one of the most important [and underutilized personal] tools that most brands aren’t doing today,” CX Journey CEO and Forbes Councils member, Annette Franz, recently told me.
You might think that’s a bold statement but there’s a reason why her name carries weight in the CX space.
According to Psychology Today, research shows that about 10 percent of us listen effectively, creating a growing disconnect in business communication.
Listening to a customer seems like a relatively simple task, but whether it’s analyzing consumer data trends or literally listening in one-on-one conversations, many contact center agents are botching communication in customer experience.
The listening gap and how it’s effecting consumer behavior
According to a CCW Digital market study, a mere 11% of consumers believe brands take their feedback very seriously. A staggering 14% believe brands do not listen to their feedback at all, while nearly 37% say brands only “slightly” value their input.