Channels and tools
Listening marketing is an approach that puts customers and their needs at the centre and bases communication on the relationship rather than on promotion alone.
The company listens before it speaks: it collects questions, complaints and wishes, and uses them to improve products and services. Its root is the Cluetrain Manifesto (1999) by Rick Levine, Christopher Locke, Doc Searls and David Weinberger, whose first thesis reads ‘markets are conversations’. In Italy the idea took the form of a manifesto of companies practising listening and relationship marketing, promoted by the blog Aziende con le Orecchie (Companies with Ears).
An example
Every week a company reads the questions that reached customer service and turns them into website topics and product changes.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.