Wikipedia tells us that active listening is an intent to “listen for meaning”. Others suggest that active listening should “focus on who you are listening to, whether in a group or one-on-one, in order to understand what he or she is saying.” [sic]

After reading a post by Michael Brito on “Active Listening on the Social Web; It’s Overrated“, my mind races around with tons of questions and scenarios, but no solid answers. The idea of companies listening to their customers is an old one, but not a mastered one. However, as the stats show, there is direct correlation between those companies who listen and act, and revenue. (can you say ‘mo money’)

I would like to read more on examples – to what level do companies go with customer engagement? and what works and doesn’t work? We see examples from Dell and Starbucks, the creation of feedback sites, bringing back products based on requests, etc, but does this same principal apply to everything?  Does the idea of customer engagement work for services as it does products? And at what level does this information get funneled so that it actually affects they way you do business? What is the tipping point for reacting to feedback?

We also see a lot of talk around customer loyalty and brand advocates, but would those same customers turn to a competitor for a cheaper product? especially in a tough economy? so by listening, and acting, is it enough? (i think so, but still wonder)

Here is a response on PR 2.0 from @gmjameson – “These days, who isn’t listening? It’s almost impossible not to; but the real test is found in what happens next – and then to start measuring whether or not your customer is engaged right back with you. If they are, an ongoing conversation should result: messy, changing, organic, critical, and in-the-end the absolute best for the organization! Let’s pick those dirty socks up off that floor!”

I think this is a great start for most brands, but their actions will be determining factor. Because now we are taking for granted that these brands want to listen, and agree with what the feedback is telling them. Then onto the next challenge, convincing your execs that the change is being determined by outside voices, not people on the inside thinking they know what customers want. I am a big fan of listening and engaging in two-way conversations with people outside the company walls, from tweeps to bloggers, customers to competitors. Let hope all companies see this not as a trend, but as a way or corporate survival, because people have to want what you are selling. And wouldn’t it make it easier to sell them what they are asking for?