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Show Some Span: Pay Attention

Our business revolves around listening. Specifically, it revolves around empowering business organizations to listen to their customers on a scale and in a manner that drives improvement. And, as much as large-scale listening methods can start to sound like just “cold technology”—comment boxes, voice transcription, text analytics, mobile alerts, real-time reports, experience data—these methods still boil down to the same “warm listening” that courses through our human senses.

Cues for Communication

As the product team at InMoment works to model our accelerated listening solutions after the social and one-on-one interactions we experience in our private lives, it’s caused me to ponder the fundamental principles of the listening I do daily. I’ve thought about how involved my other senses can be (and should be) in listening. For instance, it’s amazing how important visual cues from the listener are to everyday conversation.

While thinking about this, my mind has returned to a phrase common in—but not exclusive to—my childhood: “Pay attention!” We’ve all had that message sent ringing in our ears at some point, haven’t we? It happens when someone is speaking—a school teacher, perhaps—and our eyes or minds or both have wandered, leaving our ears deaf to their words. As a child, this usually happens simply due to a short attention span, whereas, as adults… well, I guess it’s the same.

The point is, it’s extremely important to those with whom you converse that you show you’re listening, that you pay attention. I’m so impressed with my colleagues for understanding this as they’ve built those cues into our platform, especially through Active Listening™. Tons of credit to our developers and product marketers for investing time into that authentic layer of listening, so that our clients can listen on a large scale to their customers in a way that shows they are, indeed, paying attention, and creating the reciprocal relationship that consumers crave.


Our newly released 2016 CX Trends Report: Trending Positively Toward Personalization and Transparency goes more in depth on the nature of today’s consumers and the ways in which they expect companies to show they are paying attention.


In the Moment

In this age of technology, if we remember the fundamentals of listening and paying attention, we can use our mobile devices and cool tech to converse in a way that informs, instructs, and connects—rather than distracts.

A year and a half ago, we gave our company the name “InMoment” to remind us of that very thing. If you are spending time with a friend, put your attention on that friend. If you are sharing the road with other drivers, put your attention on them. If you are helping a customer, put your attention on that customer. Or flip that last one: If you’re the customer asking for help, put some real attention on the employee helping you.

There’s really no end to the people we share moments with, and in every moment the principle remains the same: Pay attention.

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