Raising Product Empathy Through Active Listening
Raising Product Empathy Through Active Listening
To empathise fully, one must learn to listen without fatigue
To be successful in Product Management, one must carry a vast set of skills, not only blending business and technical acumen, but also utilising soft skills that enable you to empathise with the customer and understand their needs.
Perhaps the biggest undervalued skill of all is listening with full intent, paying attention to key cues that may reveal the true pain points to solve, then offering solutions that resolve their woes.
For this reason, I truly am in awe of Customer Services or Customer Success teams that absorb all kinds of customer complaints and issues, often with a sense of positivity, regardless of how angry customers sound.
So how can one improve their ability to listen well and deeply to their customers? The key is to perform active listening: going beyond simply hearing the words that another person speaks, to seeking to understand the meaning and intent behind them.
When we engage in active listening, we:
Move beyond the limitations of our own thoughts and fully involve ourselves in the thoughts, emotions, and experiences of those around us
Temporarily set aside our personal narratives and assumptions, establishing room for authentic connections and empathy.
Recognise that there is a world beyond our individual consciousness, and that the experiences and viewpoints of others hold equal validity and importance.
Today, we take a quick side step from our usual Strategic series and take a look at what makes a leading listener, and some simple tips for how to become one.
‘There is a difference between listening and waiting for your turn to speak.' - Simon Sinek
1. Become fully present, with your customer and their surrounds.
When engaging with your customers, set aside distractions and focus on the conversation at hand.
Pay attention to your body language and facial expressions. Maintain eye contact to convey attentiveness and openness. Avoid distractions such as checking your phone or appearing disinterested.
Put yourself in the customer's shoes to understand their perspectives. Acknowledge emotions and let them know you understand their frustration, and that you are willing to help solve their problem collaboratively if they are open to it.
Take deep breaths if needed and remain calm, even if the customer's tone is confrontational. Responding with composure helps defuse tension and promotes a more constructive conversation.
2. Widen your eyes and ears. Encourage further responses.
When listening, use both your eyes and your ears to listen. Notice (as well as use) non-verbal cues, such as body language, or points of tension when certain topics are raised.
Take mental note of the points of tension, so that you can avoid these topics in the immediate term, but come back to them once you believe that you have garnered more trust to deep dive further.
Ask open-ended questions to encourage further responses, and paraphrasing and reflect back what has been said. The more questions you ask the customer the better you will be able to suggest any solutions that they would prefer to hear from you.
3. Silence your inner voice. Let them feel heard.
It can be very easy to let our minds race with potential solutions or counterarguments while someone is speaking. Many make the mistake and jump to conclusions, based on any available data or cue that triggers existing biases.
These small jumps in conclusions was studied heavily by organizational psychologist Chris Argyris, in a conceptual model he calls “The Ladder of Inference”.
The ladder represents a series of steps, from observing data to drawing conclusions and taking action. Individuals often climb this ladder rapidly, making assumptions and filtering information based on their pre-existing beliefs or experiences.
Awareness of the Ladder of Inference helps us recognize and challenge automatic thought processes, fostering more accurate understanding of issues before suggesting appropriate solutions.
Silencing our own voice cultivates a mindset of openness, curiosity, and receptivity, which is essential for effective communication, sound decision-making, and successful leadership in product management. With such silence, we create a space for others to express their thoughts and concerns without interruption or judgment.
4. Stay curious. Minimise responses.
The power of curiosity cannot be overstated when it comes to effective communication and leadership. Instead of immediately offering solutions or jumping to conclusions, practice the art of inquiry. By being curious, we listen to understand rather than to respond.
Ask open-ended questions that encourage deeper exploration of the speaker's thoughts and feelings. By minimizing your responses, withholding judgment and advice, you create a space for others to express themselves fully, fostering an environment of ‘psychological safety’ where ideas can flourish.
Embracing curiosity allows leaders to gain a more comprehensive understanding of their team members, leading to improved collaboration and, ultimately, better decision-making. It's not just about hearing words; it's about truly understanding the underlying messages and perspectives that drive your team forward.
5. Be a Mirror. Mimic and Relay.
The art of mirroring and relaying is a powerful tool for effective communication and leadership. The first step is to skillfully mimic the emotions, thoughts, and sentiments expressed by others, fostering a profound sense of connection and understanding.
Intentional mirroring creates a safe space for individuals to feel heard and valued, laying the groundwork for meaningful collaboration. Furthermore, the act of relaying involves succinctly summarizing and paraphrasing what has been shared, demonstrating a genuine commitment to comprehending the speaker's perspective.
By embodying these reflective practices, product leaders can cultivate an environment of empathy and open dialogue, paving the way for stronger relationships and as a result, greater loyalty and referrals.
Final Thoughts
By incorporating these active listening techniques, product leaders can foster environments of empathy and open dialogue. Above, we looked into 5 ways we can strengthen our muscle of listening:
Presence and Empathy: Be fully present, minimize distractions, maintain eye contact, and acknowledge emotions.
Wide Listening: Use both eyes and ears, notice non-verbal cues, ask open-ended questions, and encourage further responses.
Silence Inner Voice: Be aware of biases, understand the ladder of inference, and cultivate a mindset of openness.
Curiosity: Stay curious, minimize responses, and create a space for open expression.
Mirroring and Relaying: Mimic emotions and thoughts, relay ideas effectively, and demonstrate a commitment to understanding perspectives.
The ability to mirror and relay not only strengthens relationships but also enhances loyalty and promotes positive word-of-mouth. In the realm of product leadership, becoming a leading listener sets the foundation for success, collaboration, and long-term customer satisfaction — not just for you and your customers, but also for your teams and stakeholders too.
So, have you ever stopped to ponder:
Are you truly hearing the unspoken words, the nuances, and the emotions that lie beneath the surface?
Or are you merely waiting for your turn to speak?"