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Getting people engaged is just the beginning

Customer advocates are constantly confronted with the challenge of getting people engaged in their company’s voice of the customer program, right? Sure! But at one of our recent forums I found that this may be the least of their issues.

Here’s what we did. With about 40 customer advocates present we used an electronic voting tool and asked them about their toughest challenge related to engaging their people. The big winner — keeping people engaged! See the results below, straight from my notebook.

When you think about it, I suppose it makes sense. There are lots of people who will agree to help out, listen to your pitch, or even serve on a task force. Getting them there is easy part. Keeping their interest and getting them to place customer initiatives as a priority – that’s the bigger challenge.

That’s one of the reasons is can be so difficult to lead voice of the customer programs. You have to be part strategist, part recruiter, part pitchman, and part organizer. You have to convey the importance of your program and keep working to keep everyone focused on the details of improving customer loyalty to achieve better business results.

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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