Here is a summary of the responses:
Ironically, even when a company commits itself to a customer strategy, they sometimes just assign it to an individual to run - emphasized by the 40% that said, "What team?"
Indeed, voice-of-the-customer strategies are a team activity. At Walker we encourage organizations to set up a customer advocacy network that involves a variety of people throughout the organization. Here are three excellent blogs on the the topic from two of my colleagues:
- In this blog, Leslie Pagel reinforces the need to have the right people involved and introduces our recommended framework.
- In this blog, Leslie provides a quick breakdown of responsibilities - a great reference!
- Finally, in this blog Mark Ratekin makes the case that such teams are one of the key things that separate customer focused companies from less successful companies.
This is part seven of a series based on feedback collected from customer strategists at the Forrester Customer Experience Forum, June 21, 22 in New York. Other posts can be viewed here.