The changing consumer is transforming the business world and creating seismic shifts in our cultural landscape. Today's consumers are less interested in being passive receivers of traditional mass advertising and marketing messages and are taking control through the use of ad-blocking software, TIVO and the like. Non-traditional sources of information (such as social networks and the Internet), ever-higher expectations for customization and tailored solutions, and the amplification of personal voice through blogs, message boards and other online venues have all served to empower consumers. Moreover, consumer distrust of corporations in general has forced traditional marketers and advertisers to reevaluate some basic premises of how to do business.

Recent efforts have focused on what it means to treat customers more as partners in dialogue; how to listen to, and engage with, customers. Current research suggests that engaged customers are loyal, natural advocates, emotionally attached and committed to a brand or company, and reciprocally connected to fellow consumers. Furthermore, in a recent Roper report, listening—not social status or relevant experience—was found to be the most important quality for creating influence (and building trust and value). Although debate exists as to the exact definition of "engagement" and how to measure it, most experts agree that engagement increases company value to the customer and customer value to the company. It follows, then, that companies wanting to engage customers must learn to be good listeners and good relationship partners. Think of how many times we have all heard the complaint in personal relationships that we "just don't listen." Listening not only helps the speaker feel better, but is essential to winning credibility. However, while effective listening seems straightforward, it is, in fact, a real competency that companies, as well as individuals, must strive to develop.