I always encourage my clients to listen to their customers using a variety of mechanisms. One of the best ways, however, is to listen to or read customer verbatims. In other words, listen to customers tell stories about your company in their own words.
So of course, I am very interested in this new project put together by Pete Blackshaw. He is doing it to help promote his new book, “Satisfied Customers Tell Three Friends, Angry Customers Tell 3000″. Over at his book’s blog, you can find a series he is starting up showcasing consumer interviews . These feature various consumers talking about both good and bad experiences from companies. I listened in on a few, and here is a line I liked from a recent consumer interview about Southwest Airlines. Mike, the consumer, said this about one of the reasons he likes Southwest: I feel as though they see me as a person, not just as a ticket and a way to make cash. Prompted by the interviewer, Mike then goes on to share a story about a Southwest employee that went out of her way to help him feel better about a certain situation at the airport.
Pete, this is a great idea! I would love to see this sorted by good vs bad experiences, as you are doing with your feedback. We all need to hear more good experiences -that’s why this blog was started over 1.5 years ago!
Check it out, and let Pete know what you think (and tell him I sent ‘ya). Readers, talk to me, too. How do you best listen to your customer’s pure, unfiltered voice? Monitoring the internet? Social media? Reviewing feedback letters? Surveys? Focus groups? Tell us how you do it either via comments or by sending me email to becky at petraconsultinggroup dot com.