Defined by Wikipedia as “the act of hearing something with thoughtful attention and the giving of consideration”. Listening is the foundation upon which both public relations and customer satisfaction are built. Listening isn’t just hearing; it’s an active mental and physical process, one that takes practice to master.

Open your ears, clear your mind, and start developing e-commerce strategies that will work. Utilize a strategy known as R-O-P-E (Research, Objectives, Programming, Evaluation) to get the best outcome when it comes down to the sending and receiving of messages. Our approach will be slightly different, but still keep with the same theme – the idea of planning out a strategy utilizing your listening skills. Merchants, time to learn R-M-E-E (Research, Message, Execution, Evaluation).

Research

The first step in creating a powerful message that will reach your customers is research. Research provides the building blocks you need to construct a clear, concise, and creative message that customers can relate to and appreciate. Start out by researching your customers. Find out what they need and what you can offer them. Research their likes and dislikes. Talk to them. Watch the movies they like. Read the books, blogs, or magazines they enjoy. Maybe even try the food they like to eat. Find out what they value and what they prioritize when it comes to doing business. The best way to get a feel for you target audience is to assimilate. Start examining your audience under a microscope and you can then begin to evaluate how your messages will be received. After all, listening is a two-way street.

Message

Next, make your message memorable. With the research that you’ve gathered, make educated decisions about building your message, but also be mindful of the mass of data that is already out there. Study your competitors and see what information they are already presenting. Can you convey it better? Do you have something more to offer? By taking a closer look at what is already out there, you can sort through the grit and grime and produce a sparkling message that will draw customers to your site.

Execution

It’s all about the medium. Whether your message gets sent out through a press release, a social network, a blog post, a forum comment, SEO content, a PPC ad, or even your site design – listening plays a vital role. Recognize which forms of communication will best suit your target market. If you’ve done your research, you’ll already have a good idea of what method could work best, but it is always a good idea to test different mediums. Integrate different avenues of communication into your strategic marketing plan in order to see what will work best for your business. Trial and error can be a valuable tool, so remember to listen to the feedback you receive from both business professionals and customers. Don’t ignore a form of communication with which you’re unfamiliar. It could be your key to success.

Evaluation

Finally, take a look at your results. Measure the success of your message by reading product reviews, offering a place for customers to leave their feedback, or by simply asking. Conducting a survey could be a great way to get a feel for how your customers are receiving your messages. Also, measure your listening and sending abilities by looking at your growth in sales, your site traffic, or even that one e-mail from a satisfied customer. Everything matters when it comes to evaluation. If you’ve helped at least one person understand your message, you’ve met your goal.

Avoiding Pitfalls

While listening may seem like common sense, many people put up barriers that will prevent them from getting the most out of their communication experience. Remember that your customer is not you. He or she may not have the same values or point of view on a given situation. Use your listening abilities to gain a different perspective. Don’t get hung up by distractions like the manner of delivery, uninteresting information, or your own personal values. Take listening as an opportunity to take a walk in your customer’s shoes. With this insight, you’ll be better equipped to understand the customer’s needs, wants, and expectations for your business.

So Why Be a Good Listener?

Because your customer wants to be recognized and remembered. He or she wants to feel valued and appreciated. He or she wants to feel respected, understood, and has a desire to feel comfortable about conveying a want or a need. Listening is the most powerful form of acknowledgement. It helps you build stronger relationships, both personal and professional. In addition, it also promotes acceptance, learning, and resolution of important issues. Listening is that secret key to providing the best service possible to your customers.

In our chaotic economy, the best way to keep your site afloat is to deliver unparalleled customer service. A satisfied customer is a valuable resource. After all, word-of-mouth can be the most effective way to promote your business. Make yourself an asset to your customers and start sending the right messages out about your website. Remember, listening is a two-way street. If you open your mind to the perspective of your customers, they will be more receptive to the messages you send – a surefire way to get them paying attention to what you have to offer. As poet Percy Bysse Shelley said in his poem To A Skylark, “the world should listen then/as I am listening now.”