Sometimes the right people are aligned with the customer retention strategies, but they are not focused on the right activities.
Below is a table that highlights the ideal resources for a customer retention program and their associated activities:
|Role||Ideal Candidate||Program Activities||Uses Customer Feedback to…|
|Executive Sponsor||Someone who can capture attention from employees and customers.||Communicates customer vision internally and externally.||…work with the executive team to prioritize initiatives.|
|Customer Strategy Owner||Influential individual with access to executives across functional areas.||Designs customer programs to align customer information to the business strategy and objectives.||…make the customer perspective an imperative to the business and to monitor progress on customer-focused initiatives.|
|Program Managers||Individuals with strong attention to detail, good communication and project management skills.||Executes the programs and vision that are set by the executive sponsor and customer strategy owner.||…help train and support the way customer feedback is used throughout the enterprise.|
|Regional Liaisons||People with localized knowledge of customers, and good project management and communication skills.||Localizes the customer programs and supports information gathering and usage within their area of the world.||…interpret customer feedback within their culture and work locally to support the way customer feedback is used.|
|Cross Functional Steering Team||Individuals who are high enough to make things happen, but also have an understanding of what is needed to get things accomplished.||Shares activities that are happening within their area and ensures the right customer information is being collected and used.||…prioritize resources, monitor progress, and hold individuals accountable.|
|Implementation Team||Managers with an understanding of the short and long term initiatives for their area and have responsibility for prioritizing resources.||Identifies the project team that will execute against the priorities||…establish and monitor customer metrics that will be used to track progress and success.|
|Functional Project Team||People who implement improvements through the management of timelines, budgets, and resources.||Understands the customer input.||…monitor progress on initiatives.|
|VoC Partner||A partner who will challenge the organization and demonstrate a business return.||Provides best practices for generating a return through customer-focused decision making.||…provide strategic and tactical recommendations to drive customer success and increase customer retention.|
While these job descriptions vary from company to company, they are an effective starting point for building out the resources that are needed to generate a business return from your customer retention strategies.