Better listening, better business

Your Customers Are Talking, Are You Actually Listening?

We get it, running a business is chaotic. You’re juggling sales, marketing, operations, and about a hundred other things at once. It’s easy to think that the key to success is talking more, selling harder, and pushing your message louder.

But here’s the truth: your customers don’t want to be talked at, they want to be heard.

In fact, brands that actively listen to their customers experience higher retention, stronger loyalty, and increased revenue. According to Salesforce, 66% of customers expect businesses to understand their needs and expectations, yet the same percentage feel like they’re treated as numbers rather than individuals. (Source: Salesforce Research)

So, how do you fix it? By shutting up and truly listening.

Let’s dive into why customer listening is your biggest business superpower, and how you can use it to create a brand that people don’t just buy from but rave about.

Why Listening Pays Off (Literally)

If you’re still not convinced, let’s talk numbers:

86% of buyers are willing to pay more for a great customer experience. (Source: PwC)

Businesses that focus on customer experience generate 4-8% higher revenue than their competitors. (Source: Bain & Company)

98% of consumers read online reviews for local businesses before making a decision. (Source: BrightLocal)

Translation? If you’re not listening, you’re losing customers (and money).

How to Become a Brand That Listens (and Wins)

Here are five simple, high-impact strategies to level up your customer listening game.

1. Ask the Right Questions (and Actually Use the Answers)

Listening starts with asking the right questions, not just any questions. If you’re only asking things like, “How was your experience?” you’re not going to get much insight.

Instead, dig deeper:

✅ What almost stopped you from buying from us?

✅ What’s one thing we could do better next time?

✅ What’s your biggest frustration with our industry?

And here’s the kicker, don’t just collect feedback, act on it.

🔹 Example: Starbucks launched its My Starbucks Idea platform, which collected over 150,000 customer suggestionsand led to real changes like mobile ordering and oat milk additions. (Source: Starbucks Stories)

👉 Takeaway: Asking great questions isn’t enough, turn feedback into action.

2. Listen Where Your Customers Are Actually Talking

Spoiler alert: Most customers aren’t sending emails about what they want.

Instead, they’re dropping hints on social media, in online reviews, and even in casual conversations.

🔹 Example: JetBlue is famous for its real-time social media responses. They actively monitor Twitter for customer concerns and respond quickly to resolve issues, even surprising frustrated travelers with free flights or upgrades. (Source: Harvard Business Review)

👉 Takeaway: Don’t wait for feedback to come to you, go where your customers are already talking.

3. Master the Art of Active Listening

It’s one thing to hear your customers, it’s another to actively listen.

Active listening means:

✅ Acknowledging concerns instead of jumping to defend your brand

✅ Clarifying what’s being said before responding

✅ Repeating back key points to show you understand

🔹 Example: Zappos trains its customer service reps in active listening techniques, allowing them to create legendary customer experiences. One rep even stayed on a call for 10 hours to make sure a customer felt heard. (Source: Zappos)

👉 Takeaway: If your response to customer feedback is “We’ll look into it”, you’re not listening. Acknowledge, engage, and show customers you care.

4. Surprise and Delight (By Paying Attention to Details)

Want to make customers feel truly valued? Show them you’ve been listening in unexpected ways.

🔹 Example: Chewy, the online pet retailer, is famous for this. When a customer lost their pet, Chewy sent flowers and a handwritten note. This small act of kindness turned the customer into a lifelong fan. (Source: Business Insider)

🔹 According to PwC, 59% of customers say companies have lost touch with the human element of customer experience. (Source: PwC)

👉 Takeaway: Customers remember how you make them feel. Small, thoughtful gestures go a long way.

5. Follow Up and Close the Loop

One of the biggest mistakes businesses make is collecting feedback and doing… nothing with it.

Following up shows that you:

✅ Take customer concerns seriously

✅ Value their time and input

✅ Are committed to constant improvement

🔹 Example: Slack collects user feedback and then emails customers with updates on how their suggestions have been implemented. This simple step strengthens loyalty and keeps users engaged. (Source: Slack)

👉 Takeaway: Don’t just listen, circle back and show customers you’re taking action.

Final Thoughts: Listening Is a Competitive Advantage

At the end of the day, your customers don’t just want great products or services, they want to feel heard, understood, and valued.

If you’re not actively listening to them, you’re leaving money (and loyalty) on the table.

✅ Ask better questions

✅ Show up where customers are talking

✅ Engage in active listening

✅ Surprise them with thoughtful gestures

✅ Follow up and take action

Do this consistently, and you won’t just have happy customers, you’ll have raving fans who wouldn’t dream of going anywhere else.

Now, over to you: What’s one way you can start listening to your customers better this week?