Hearing the Unsaid: The Power of Listening in CX

When we truly listen to others, we not only gain insights but also create space for their stories to be told. In the context of customer experience and service design, listening can be just as powerful as speaking.

We often think of storytelling as sharing narratives, weaving plots, and guiding audiences through experiences. But listening is a form of storytelling.

In customer experience design, we often focus on listening to our customers and understanding their needs, frustrations, and desires. But listening also plays a crucial role in shaping our own narratives. When we listen carefully, we learn to craft stories that resonate with the people where we are trying to influence, allowing us to move beyond the data and create real change.

Listening Is Active

Listening is not passive—it’s active, intentional, and an integral part of how we engage with the world.

Nick Bowmast, a Human-First Design Researcher, talks about how active listening and observation “needs more than ears and eyes.” He argues that “if you have a customer-shaped gap in your knowledge – get on your feet.”  

Nick Bowmast from Userpalooza spoke to Rob from the CX Collective about his field experience and how his book can help designers get more out of their fieldwork.

Nick says research isn’t just data collection, it’s an experience, and that the medium you choose to collect the data defines the experience that you and others will have. 

“Part of the data collection is feeling, and you don’t feel through a screen the way you do when you are out in the field.”

Nick says that although there is a role for technology in field research, we need a degree of immersion, connection, and observation to give the stories context and ensure the right outcome.

The way we connect to our research participants helps define the type of data we will get. Remote research may be good enough (i.e., understanding how someone starts a lawn mower) if the research is less context-dependent, but if it requires more context (i.e., understanding why someone mows their lawn), then this will require a deeper understanding.

He highlights, that you can’t rush good research. For us in customer experience, listening isn’t just about hearing feedback—it’s about respecting the stories behind the feedback and using that understanding to guide our work.

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The Stories Beneath the Surface

If we think about how we listen in our work, are we truly hearing the stories our customers are telling, or are we just collecting data? The act of listening goes beyond simply asking questions—it’s about giving people the space to share their full, unfiltered thoughts.

Susanna Carman from Transition Leadership Lab spoke to the CXC community.

Susanna Carman spoke to the CXC community on what it means to change entrenched habits of mind, behaviours, and shared values, based on guiding principles that run counter to the business-as-usual paradigm.

Listening is crucial in CX design. It’s how we understand our customer needs, build empathy and drive improvements. Susanna says, that when we invite people into a conversation, we often use language that is meaningful to us but not to them.

“Before you try and change the story, you need to understand deeply the story people are telling.”

Susanna says the Independent Elements of Culture Change are the types of questions we might need to ask if we want to invite people to think or act differently.

When we talk about change, we’re talking about mindsets and the psychology of the individual. What would happen if we started with the stories that people don’t realise they’re telling or believing?

Listen deeply to the story others are telling but also, the stories you are telling yourself. How do they shape what you believe is possible or necessary? How might we listen intentionally to reframe our own stories?

Susanna explains that often people have grand narratives in their subconscious, stories that people unconsciously tell themselves about their employers, departments, friendships, lives, etc. What bridges these stories with a possible pathway for change? If we can penetrate our mindsets at this level, we may be able to create more meaningful connections and implement change that is authentic, relevant, and long-lasting.

Watch the full talk with Susanna… sign up.

The Importance of Listening in Storytelling

When we listen deeply, we create an environment where people feel valued and understood, which in turn makes them more likely to share their true stories. Listening with an open mind—free from preconceived notions—is essential to truly understanding the needs and challenges of those we serve.

Here’s a challenge for you. Focus on the stories you are hearing. How can you enhance your listening skills to draw out more meaningful insights? What hidden stories are waiting to be discovered through deeper listening?

As you listen, remember that you are not just collecting data—you are engaging in the storytelling process, creating a space where voices can be heard and stories shared.

If you want to strengthen your storytelling muscle, join us over on the CXC forum for our weekly Storytelling Challenge. Each week we share a new challenge in our community.

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