Visibility leads to action which leads to results. Unfortunately, based on feedback from some attendees at Forrester’s Customer Experience Forum, companies are not enjoying those benefits to the degree they could.
Here’s what we heard from those that provided input about their voice of the customer programs:
Most concerning is that almost one-third of companies don’t feel their program is very visible at all. Of those that have visibility, the vast majority admit it is only visible in pockets of the company.
It seems that far too many companies consider communication as an afterthought. The reality is that in most companies there is no shortage of special programs or initiatives. Unfortunately, customer strategies can be overshadowed or considered unimportant unless there is a plan in place to make sure that employees are aware of, understand, and believe in the initiatives aimed at building success around the customer.
This is best captured in the Hierarchy of Engagement – a framework focused on action that leads to results.