The Art (and Science) of Listening

Lately I have been thinking about the importance of listening – in both everyday life and in business. From the time we are children, we are repeatedly asked to listen by parents, teachers, and many others. As adults we should reflect and ask ourselves if we have really learned how to be good listeners.

The simple definition of listen is “to pay attention to sound” but the deeper meaning is “to hear something with thoughtful attention and give consideration” (Merriam-Webster). This is the place we need to strive for. Listening is a skill to continuously develop, hone and practice.

I was curious and dug a bit into any ‘science’ around the impact of quality listening. As recently researched and published by Guy Itzchakov and Christian Wheeler in Consumer Psychology Review (2023), there are several effects when there is real listening. The attentive, active listener is perceived by the speaker as being more trustworthy, competent, and likeable. Also, the listener is viewed as more influential and able to build coalitions. As the research points out, listening becomes “a powerful tool for reducing defensives and opening the person to change.”

For strong brands that listen to their customers, it is well known and accepted that customers buy more and are more likely to become loyal. Fundamentally, we feel happy when we feel heard! So, it is not hard to understand how listening to your customers can help build your brand and drive advocacy.