Chief Listening Officer???

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As reported in Marketing: How ‘Chief Listeners’ Track Brand Mentions – Advertising Age, Kodak & Dell have both hired Chief Listening Officers to help them listen to what people are saying about them.

Chief Listening Officer? Are you kidding me? You mean a company like Kodak, a company that almost completely lost its relevancy because it lost its value in the marketplace, has hired someone to listen? Because apparently no one else in the company could listen? What, is the marketing department too busy?

As I wrote here & here, the fact that we think listening is a new skill to be applied just shows us how far off the mark business is today.

Everyone should be listening. Companies shouldn’t need a dedicated listener and certainly not a C level person. They should already have a customer service department who theoretically listen to customers each & every day.

And if the CMO is wondering why their average tenure is 18 months, maybe its because the companies have to hire someone to listen to their customers, something they’re clearly not doing.

Brands That Push Messages Out, Now Starting To Listen – Advertising and Marketing Blog –

Chief Listening Officer – 5 Blogs Before Lunch.

Meet the Chief Listening Officer |

Image source: ky_olsen

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