Are You Really Listening to Your Customers?

In his latest article for Entrepreneur, C-Suite Network CEO Thomas White explores the biggest entrepreneurial opportunity of the next five years: turning your understanding of your customers, through big data and analytics, into opportunities for real, meaningful connections.

I attended a panel discussion “Engagement: The Key to Winning” during this week’s Advertisingweek conference in New York City. My friend Jeffrey Hayzlett was guiding a discussion about what could be considered real customer engagement. He observed that even with all the data companies collect about their customers, businesspeople often don’t listen to some of the most obvious feedback provided. Then customers stop doing business with the companies.

His example was poignant: At one time, he was a top frequent flier on United and Delta. Two years ago, he changed his travel choices and completely stopped flying on Delta after having flown hundreds of thousands of miles on that airline. The company’s response? Silence. He received no communication from Delta after dropping off the company’s radar.

Read the full article at Entrepreneur