Getting the right team in place is critical to be successful in taking action on customer feedback. Though that may seem easier said than done, there are a few foundational elements to keep in mind.
Action teams need have the right team members.
• Ideally the team is cross functional, covering key areas of organization. You want team members who will drive action plans and implement changes. They should care about improving the customer experience.
• Recently an ideation session (idea generation) resulted in a few key areas of focus to take action on. The customer experience team had intentionally invited a cross section of associates who could bring perspective to the results – and to eventually lead or participate on the resulting action teams. They bring the passion needed to make a difference.
Action teams should be charged with a clear mission.
• Team members should understand their purpose, objectives, and have a common understanding of what success looks like.
• Team charters can be a helpful tool in outlining the mission. The team will not won’t succeed if there isn’t a common vision. Team members may come to meetings, but if they do not understand their role in driving action they are less likely to be effective.
Action teams need executive support.
• Executives provide access to resources and ensure accountability to improve the customer experience.
• A savvy customer feedback team that is in the process of activating their action teams has engaged their CEO in forming their team. The steering team is nominating potential team members, who will then be confirmed by the CEO. It is an honor to be asked to serve on that team. What a great motivator! Team members know they are part of something special – I’m confident they will make a difference for that organization.
Vice President, Consulting Services