Shut Up and Listen: How Listening Will Earn Your Brand More Money Than Talking Ever Will
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Carrie Kerpen emphasizes the importance of listening for brands, illustrating that companies like Lululemon and United Airlines failed to respond effectively to customer concerns, resulting in significant negative consequences. Engaging with customers can lead to increased spending, as those who feel heard are willing to pay more for products and services. Listening not only helps in crisis prevention but also offers valuable insights for product improvement and customer satisfaction.
Shut Up and Listen: How Listening Will Earn Your Brand More Money Than Talking Ever Will
- 1. v Shut Up & Listen: How Listening Will Earn Your Brand More Money Than Talking Ever Will
- 2. Carrie Kerpen CEO of Likeable Media @CarrieKerpen
- 3. Most people never listen, they are simply waiting to talk #StrategyNY
- 4. LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident.
- 5. LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident. KRYPTONITE LOCKS – “Toughest lock in bike security” picked with a Bic ball point pen. Despite blogs and, local newspaper stories and a feature in the New York Times, the brand failed to respond.
- 6. LULULEMON ATHLETICA – Ignores customers’ complaints regarding transparent pants and instead uses social media to post content unrelated to the incident. KRYPTONITE LOCKS – “Toughest lock in bike security” picked with a Bic ball point pen. Despite blogs and, local newspaper stories and a feature in the New York Times, the brand failed to respond. UNITED AIRLINES – Breaks David Carroll’s guitar and makes little effort to compensate him. David’s response; make a music video. Four days after the videos release, United Airline’s stock price dropped 10%, costing stockholders over $180m in value. The video on the other hand is a smash hit with over 10m views.
- 7. BANK OF AMERICA – Claims to have over 100 people managing its accounts and yet somehow managed to completely ignore its customers and respond with a bevy of non-sequitor responses.
- 8. BANK OF AMERICA – Claims to have over 100 people managing its accounts and yet somehow managed to completely ignore its customers and respond with a bevy of non-sequitor responses. AMERICAN AIRLINES – It turns out that American Airlines will respond positively to almost any tweet you send its way — even if you call AA “the largest, sh---iest airline in the world.”
- 9. Listening is more than this...
- 10. Listening is more than this...
- 11. Listening is more than this...
- 12. Listening is more than this...
- 13. Listening believe it or not is even more than this... #StrategyNY
- 14. In fact there are many ways to listen on social media #StrategyNY
- 16. Listening About Your Company
- 17. Listening About Your Company
- 18. Listening About Your Company
- 19. Listening About Your Company
- 20. Listening About Your Company
- 21. Listening About Your Company
- 22. Listening About Your Industry
- 23. Listening About Your Industry
- 24. Listening About Your Industry
- 25. Listening About Your Industry
- 26. Listening About Your Industry
- 27. Listen to Your Customers #StrategyNY
- 28. Don’t Forget to Listen to Your Competitors #StrategyNY
- 29. Now that we have all that data, it’s time to do something about it #StrategyNY
- 30. With active listening you can... #StrategyNY
- 31. Surprise & Delight Customers #StrategyNY
- 35. The Result of Listening
- 36. The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products.
- 37. The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service.
- 38. The Result of Listening Customers who engage with a brand online report spending 20%-40% more on that brand, or on that company’s products. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service. IBM’s “Listening for Leads” initiative has uncovered millions of dollars worth of sales leads through their intelligent listening program and has enabled them to close a lot of business.
- 39. Now it’s my turn to listen to you #StrategyNY
- 40. Questions? Feedback? Carrie Kerpen @CarrieKerpen @LikeableMedia