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From education to business impact

At our recent Fall Forum for Walker clients, my friend and colleague Jennifer Batley presented a terrific model that provides a logical explanation of how educating your account teams leads to business impact.

She shared a graphic which I have scribbled here. The progression goes like this:

Education of account teams…

…leads to buy-in for your voice of the customer program, which helps…

…get better inputs from account managers for gathering customer insights, which leads to…

more robust results fostering a stronger belief in the information, which produces…

more action and use of customer information, which increases…

…results, or business impact.

Why is this so important? Because too often, customer advocates and strategists provide lots of great customer feedback, insights, and information that never gets used. Everyone, particularly account managers, is overloaded with information. They are not looking for more. So if you are responsible for putting customer feedback to use, you need to not only provide the information, you have to constantly educate as to how to put the information to use in a way that helps them and helps the company.

Education can be one of your most powerful tools to engage your enterprise. When your most customer-facing employees believe in the information, or actually rely on customer insights you will see more action and better results — guaranteed!

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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