Every customer strategist has the responsibility to make sure the voice of the customer gets put to use. Here are some common obstacles that could be encountered with getting your company to use customer insights:
- They aren't aware. Since they don't know about it or don't receive feedback from their customers, naturally they're not going to mention it.
- They don't understand it. They may receive reports from the person running the customer insight program, but that doesn't mean it makes sense to them. If they don't understand it, they're not going to talk about it with customers.
- They don't believe it. They may receive the information, but if it isn't relevant or they don't trust it, they are not going to bring it up with their customers.