Listening Campaigns and Feedback Loops in a Recession: Why They Matter More Than Ever

By Jenny Holly Hansen | WBN News | May 8, 2025

In good times, listening to customers and employees is important. In a recession, it becomes essential.

One of the most valuable lessons I’ve learned during economic downturns is that assumptions can be dangerous. What people needed six months ago might not be what they need today. Preferences shift. Expectations change. Priorities evolve. If I’m not listening actively and systematically, I risk making decisions based on outdated thinking — and that’s a luxury no business can afford in a recession.

That’s where listening campaigns and feedback loops come in. They’re not just tools — they’re survival strategies.

What Is a Listening Campaign?

A listening campaign is a deliberate, structured effort to gather insights directly from the people who matter most: customers, employees, and stakeholders.

Instead of guessing what’s happening or relying only on sales data, I reach out and ask:

• What are you struggling with right now?
• How have your needs changed?
• What can we do better, differently, or more of?

It’s not about surveying for the sake of surveying. It’s about gathering actionable, real-time intelligence to guide smarter decisions.

Why Listening Campaigns Are Crucial During a Recession

1. Customer Priorities Shift Quickly
What was considered valuable yesterday may be optional today. Listening helps me realign my products, services, and messaging with what truly matters now — not what mattered before.

2. Small Problems Become Big Problems Faster
In tough times, a minor frustration can be all it takes for a customer to leave. By catching issues early through active listening, I can address them before they become deal-breakers.

3. Employee Insights Are Gold
Employees are often closest to the customer experience and internal operations. They spot pain points, inefficiencies, and opportunities I might miss from the leadership seat.

4. Strengthens Loyalty Through Empathy
When people feel heard, they feel valued. That emotional connection is powerful — and it often determines who stays loyal during turbulent times.

Building a Real Feedback Loop

Listening isn’t enough if it’s a one-way street. To be effective, I build a true feedback loop:

• Ask — through surveys, one-on-one conversations, quick polls, suggestion boxes, or town halls.
• Listen Actively — resist the urge to defend or explain. Focus on understanding.
• Act Quickly — even small visible changes show that feedback matters.
• Communicate Back — let people know what was heard, what changes are being made, and why.

Closing the loop is critical. If people feel their feedback disappears into a black hole, they’ll stop giving it.

How I Run Listening Campaigns in a Recession

• Simple, Focused Surveys
  Short, specific questions that don’t overwhelm busy customers or stressed employees. (Example: "What’s the one thing we could do right now that would help you most?")
• Quick, Regular Check-Ins
  Especially with key clients and frontline teams. A 10-minute call can uncover more insight than a 20-question survey.
• Anonymous Options
  Allowing anonymity encourages more honest feedback, especially about sensitive issues.
• Clear Feedback Channels
  I make it easy and obvious where people can submit ideas, concerns, or suggestions — and make sure those channels are checked regularly.
• Recognition and Rewards
  I always recognize people who offer useful feedback. Sometimes with a thank-you note, sometimes with a small reward. It shows that speaking up is valued.

Final Thoughts

In a recession, assuming I know what people want is a dangerous game. Listening — really listening — helps me stay agile, responsive, and connected when it matters most.

The businesses that listen carefully, act quickly, and communicate clearly aren't just reacting to change — they're shaping their future, one conversation at a time.

Listening isn’t just a survival tactic. It’s a competitive advantage. And in tough times, that’s one advantage I never want to be without.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

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