"By listening, marketing will re-learn how to talk," to quote the Cluetrain Manifesto.
"For many organizations, [multiple-choice online] surveys qualify as “talking to the customer.” They’re ubiquitous – appearing in hotel rooms, after online purchases, and in hospital emergency departments. But do they really qualify as customer consultation? Or are they a symptom of an isolated management just putting on a show of interest? What can be done instead?"
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(LinkedIn post 2019)