Chapter four dives into the importance of listening, in order to reveal the possibilities of a successful groundswell approach. The authors describe this theory by bringing up Lynn Perry, a cancer patient who has had three forms of terminal cancer. Perry believes firmly that M. D. Anderson can treat cancer far more better than other doctors due to national statistics. However, Perry watches fellow cancer patients in the waiting room leave after an extended amount of waiting time, nearly every day. His realization is that his time is more precious than that of the doctors. After all, Perry has been given only six months to live.
The authors shed light on M. D. Andersen's decision to change his tactics. Relating to the subject of social media, listening is a crucial factor in shaping and/or branding a company. As stated in the book, your company is what your customers say it is. This is the leading factor that drives M. D. Anderson to research and study his patients and their concerns about scheduling.
Companies pay over $15 billion annually to "listen" to their customers, however, most of you known this method as market research. Market research is used side-by-side with focus groups. Unfortunately, these expensive methods do not give 100% true feedback, and they most likely do not include Perry's concerns. This is where the authors illuminate the idea of listening directly to the groundswell, rather than paying for focus groups, when most customers would rather avoid surveys, groups, etc. As the chapter progresses, the authors expand upon two methods in which one can "listen" to the groundswell. This includes setting up your own private community and to begin brand monitoring.
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