I’ve posted a few times in the past on the importance of listening as part of engaging with audiences and building lasting relationships. Too few organizations are really committed to this “other half” of communications and of those, many don’t quite get it right. There are signs of hope however, that I came across as I returned from a business trip, ate a hamburger and changed the oil in my car.
The business trip featured a stay at the Novotel in North York. The service was excellent, the room was great but the breakfast was a big disappointment. But here’s the interesting part: the day I arrived back at the office, I received an email from the hotel asking me to complete a quick survey. Good timing. The questionnaire was a bit laborious (measuring satisfaction and gathering competitive intelligence is too much for one survey, methinks). Still, the accompanying email gave me the impression they wanted to know how I felt about my stay. So I did, including the disappointing breakfast. No response yet (none was promised), but the effort was appreciated.
The Ford dealership where I’ve bought my cars for the last couple of years calls me after every visit. I’ll admit phone calls asking me to complete surveys can be a bother but these people never call at dinner time and the calls usually take a minute. Notice how they reach out proactively and how they minimize the burden on me: three quick questions and a chance to let them know if anything did not live up to my expectations. For the record, this dealership has a real knack for meeting or exceeding my expectations, which is why I keep going back.
Finally, imagine my surprise when I’m munching a hamburger at a local McDonald’s (newly renovated with marble table tops, no less) when I scan my bill and notice the name of the manager and the phone number for that particular restaurant at the bottom: very visible and very smart. It’s not as proactive as the Ford dealership’s approach but then, my meal costs me about $7 — a whole lot less than an oil change, let alone a brake job. The approach is appropriate and, by giving me a name and a phone number, they’ve made it easy for me to get in touch if I feel the need.
So, in the spirit of Obamamania, I’ll admit that I have hope that listening is catching on and hope that communicators everywhere will take notice and be inspired.
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