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What Does It Mean to Listen to Customers?

1.1 What Is Customer Listening?

1.2 Listening as an Ongoing CX Practice

1.3 What Customer Listening Can Help Us Understand

Qualitative and Quantitative Data Collection Techniques

2.1 Understanding Qualitative Customer Data

2.2 Understanding Quantitative Customer Data

2.3 Common Qualitative Data Collection Techniques

2.4 Common Quantitative Data Collection Techniques

2.5 Combining Different Types of Customer Data

Direct Feedback Collection

3.1 Understanding Direct Customer Feedback

3.2 Collecting Feedback Through Messaging Channels

3.3 Collecting Feedback Through Web and Digital Channels

3.4 Collecting Feedback Through On Site Channels

3.5 Collecting Feedback Through Conversational Channels

3.6 Choosing the Right Channel and Moment for Feedback

Indirect Feedback Collection

4.1 Understanding Indirect Customer Feedback

4.2 Behavioral Signals

4.3 Operational Signals

4.4 Social Media and Public Customer Conversations

4.5 Online Reviews and Other Unsolicited Feedback Sources

Closing the Feedback Loop: Ensuring Customers Feel Heard

5.1 What Happens After Feedback Is Received?

5.2 Acknowledging and Responding to Customer Feedback

5.3 Following Up With Customers

5.4 Communicating That Feedback Has Led to Change

5.5 Building Trust by Showing Customers They Have Been Heard

Module 3: Listening to Customers

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