In our business, executive engagement refers to engaging executives in the process of customer centric business strategies.
Recently, at a Walker Fall Forum, one client suggested we call it executive ownership instead.
This distinction creates a significantly different expectation. Doesn't it?
Instead of asking for executive discussions about the customer strategy, it suggests ownership of the customer strategy.
If you are in charge of the voice of the customer program, or creating customer value, you know the importance of establishing executive buy-in.
Achieving executive ownership takes it one step further.
Photo credit: okeefew