Here are four key elements that would apply to almost any organization that make action possible:
- Organization – You need the right team structure to effectively deploy your customer strategies. This refers to everyone involved in the process of collecting, analyzing, reporting, delivering, and acting on customer insights.
- Process – Organizations must have systematic ways to improve customer processes. Customer advocates must develop procedures, methods, and tools to ensure customer insights drive improvement, whether it is to correct a problem, discover a new solution, expedite a procedure, or grow a relationship.
- Communication – Effective communication needs to ignite the right action. Effective communication has become critical to make sure people are aware of customer initiatives, understand their role, and believe in them so they will ultimately take action.
- Motivation – Customer strategists must provide the right motivation for action. In some cases incentives are involved. Other times it’s driven by operational metrics.