Shut Up and Listen to Me

Frank Grillo, Chief Marketing Officer, Harte Hanks

Forrester says we are in the age of the customer, and ironically, marketers are the farthest from serving the needs of the customer. The language we use internally describes an enemy combatant versus a person we are trying to help solve a problem; we pull a list of target customers, and execute a campaign to sell them our products. We fail to stop and simply ask the question “How may I help you?” The technology available to us today allows us to actively listen to the digital conversations our customers are having with us. It’s time we start seeing customers in the digital world as the humans they really are; treat them that way; earn their trust by paying attention to what they want and need; and engage them in the conversations they want to have.

Related Conference

Spring 2018 Board of Trustees Meeting: The Why Behind the Buy

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