Getting the Message Hearing the Conversation in Java

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Getting the Message Hearing the Conversation
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Professional Listening
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A little bird told me on the phone, not Twitter that Procter & Gamble is getting serious about listening. He or she started his or her description to me with You didn t hear it from me . . . but they re focusing on building out a listening service, aggregating, creating listening polls across the organization, disseminating information to the brands that needed it at the level they needed it and so on, and they re viewing this as an enterprise problem because they think it s going to transform for market research. As well they should. Especially considering that they are a company that isn t just a business traveler s hotel chain or an airline with a somewhat narrow focus. When your target market, your audience, is everybody who might use toothpaste, that would be everybody. So you listen as hard as you can. It used to be that the sacred word from the customer came from the sales department or the market research center. The sales reps would come back to headquarters and say, I was talking to a customer and he said he wouldn t buy this thing unless we added this feature, or, If we only added this avor they d buy more from us. Then market research came along and said, We know all because we did focus groups and surveys. Lately, the web analytics people came in and said, Oh, but we ve got search data and behavioral data so we really know what s on their minds. Tomorrow, those who harness the gift of listening will be in the position of power. They will channel the Voice of the Customer and make it possible for the marketplace to be a conversation once again. To what end That depends and is the subject of the next chapter.
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Getting Results Driving Business Outcomes
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Remember 1: Getting Focused Identifying Goals The Big Three Goals are very important, but it s time to get just a little more granular. The bottom line is great for the quarterly report, but it s not so good for navigation, which requires constant sightings and adjustments. The old saw about keeping an eye out the windshield instead of only on the rearview mirror is applicable. Business outcomes are the results that help improve the bottom line. They are the indicators that provide feedback on whether you are likely to meet your goals or not. You can t have pro ts without income. You can t have income without customers. You can t have customers without prospective customers. You can t have prospects without suspects. You can t have suspects without awareness.
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Desired business outcomes are measurable and include things like: Awareness How many people know about your company or offering Survey completions How many were willing to answer your questions Subscriptions How many signed up for your newsletter, blog, or tweets Registrations How many wanted to be a member of your club Blog comments How many were engaged in conversation Blog posts How many mentioned you to others Leads How many are potential customers Purchases How many actually bought something from you Which outcomes are important to you depends on what you sell. If you re a publisher, your goal is pretty clear. You want as many eyeballs looking at as many pages as possible. So you want to measure the number of people who show up at your web site and stick around. You want them to increase the amount of inventory you have to sell. If all goes well, you might also get them to subscribe to your paper periodical. If you sell online, you want to delve into the prodigious panoply of web metrics including navigation, persuasion, and conversion.
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