At a recent meeting with a group of customer advocates, I asked what derails them. Here's what they said:
Here are a few observations:
First, because this was a "check all that apply" type question it is interesting that almost all of these have happened to at least one-third of the group. In fact, several said, "I just went check, check, check, all the way down the list." In other words, customer strategists know what it is like to have customer strategies challenged and derailed.
Second, it is clear customer strategists have to fight for attention - 77% said their customer initiatives get overshadowed.
Third, these people juggle other things. No matter how important it is to have customer-focused strategies, too often the people responsible for implementing them have multiple other things to do as well.
It is clear that for any customer strategy to work, the strategists must not only implement according to plan, but keep a watchful eye out for things that can cause their customer initiatives to be derailed.