Regardless of size and structure of your company, there are several roles that can effectively drive results.
- Executive sponsor – A chief customer officer or senior executive that is the key sponsor and advocate for the program, typically with direct access to the CEO.
- Customer strategy owner – The individual that leads the team, guides day-to-day activities, allocates resources, and tracks initiatives.
- Program leaders – Individuals or teams focused on execution of specific program elements and ensuring follow-up procedures are in place.
- Regional liaisons – They are focused on supporting associates in their geographic area. They act as an ambassador to help make customer intelligence more relevant for their specific markets.
- Cross-functional teams – Made up of functional managers that use customer intelligence to drive improvements in their specific area.
- Data analysts – Involved in analyzing and interpreting customer information including conducting root cause analysis to determine actions that will be most effective in driving results.
- IT support – Because technology is an important accelerator, information technology representatives are important members for data access and integration.
- Communication support – To ensure customer strategies don’t get lost in the corporate clutter, a representative from marketing or corporate communications can provide needed support.
- External partner – Walker representatives provide an objective viewpoint and provide services in program design, implementation, technology, analytics, and consultation.