Picture two people talking in the hallway at your company. One says to the other, "I heard that the customer listening team is coming out with new stuff." If this conversation were held in your organization, how would the other person respond?
The answer could be quite revealing. They might answer, "I wonder what customer insights they’ll reveal — I need that information to do my job." Or, they might respond, "What customer team – who are they?" Or even something like, "Ugh – another survey report that will just get filed away with no action."
How would they respond in your company? The answer tells you how your program is viewed. And how your program is viewed directly relates to how customer information will be put to use by your employees.
So, what do you think? Would colleagues say your program is a trivial, tactical, administrative program or an important strategic initiative? Is it a survey program focused on simply satisfying customers or does it deliver key customer insights that drive business results.
Building the reputation of your program is a critical element to your program’s success. Employees that believe in your program will stay engaged and will display customer-focused behaviors that generate results.