Lecture Number Three - Are You Listening?

Lecture Number Three 29/9/14 – Are You Listening?

One of the most interesting aspects of this module is the ‘flipped classroom’, and today’s class certainly highlighted that to our group. We learn almost as much from the other groups, their ideas and presentations, their questions and their comments, as we do from Raomal, and when speaking during our break, we agreed that it is one of our favourite aspects of the module; it is so interactive and based so heavily on peer learning.

The main thing that struck us during the class was not how quickly the ideas are developing and being refined, or how things are progressing with the projects in general, but something much simpler – listening. It is something that was pointed out on a number of occasions this evening, and upon reflection, we realised that it can often be quite difficult to do in this ‘flipped classroom’ setting. It isn't down to a lack of respect for our classmates, or an inability to listen in general, nor downplaying any contribution or suggestion they are making to our ideas. We concluded that it usually isn't even down to thinking our own ideas are great, nor that they are perfect. It is simply the enthusiasm to engage with our peers, to interact and respond to them, but in doing so, often we are so intent on answering, on showing them our eagerness to engage with them, that we aren't necessarily listening as intently as we should, or hearing what they are saying to its full effect.

I’m sure a lot of us are guilty of this in different environments as well – it is nearly a basic human instinct, to want to show the person addressing us our willingness to engage with them, that we are interested and value what they are saying, but ironically, in our eagerness, we can often miss the most important points of their suggestions or comments. Even well-established business people often struggle to truly listen, and it is a skill that this class is helping us all to hone. As the revered Robert Baden-Powell once said, “If you make listening and observation your occupation, you will gain much more than you can by talking.”

Customer segments

Following on from our recent presentation on our Value Proposition we have met to discuss next steps in the project.

We focused on delegating interviews with our customer and decided that we would each complete 25 over the 12 week project and at least 2 per week.

We decided to advance our interview questions to test our hypothesis; would SMEs use loyalty cards to collect info on their consumers. Would receiving the collected data in a clear and analysed form add benefit to them.

We have included questions such as;


What are the most difficult business decisions facing you?
What information do you need to make these decisions easier?
Have you collected information in the past - how did you do this?
How do you feel about loyalty schemes?
Did you have loyalty schemes in the past? Were they successful?

Pains and Gains
We want to learn what our customers pains are to see where we can add value.
We are going to open the interview to discover what their challenges are.We will then lead that into business decisions.

The next step we are taking is to build our minimum viable product. We are creating a short animated video, outlining our value proposition, we will then leave a box where customers can leave their e-mail to find out more.

We will compare views to e-mails left and this will indicate interest levels.

The next big decisions facing us are; Do we hone in on a certain industry i.e Hospitality
Is loyalty cards the best way to collect data? Will customers use digital loyalty cards?

We will incorporate these problems in our next set of interviews.