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Launching VoC strategies – 11 key factors

Launching a new voice of the customer initiative is a big undertaking. Unfortunately too many companies do just that – they launch! They charge into an initiative without taking the time to develop a thoughtful plan. Given the potential impact of a company’s customer engagement strategy and the importance of doing it right, it makes sense to conduct an assessment to consider all the elements that will be critical to the launch and implementation of a results-oriented program.

The following 11 key elements are the key factors to consider in a well-executed assessment.

  1. Scope – The scale of this undertaking is understood and the necessary resources have been identified.
  2. Readiness – The degree of organizational readiness has been assessed and it is understood what will be necessary to create buy-in for the initiative across the organization.
  3. Alignment – There is a clear line of sight on how customer insights tie to business results.
  4. Listening posts –The organization has determined how they will collect and integrate the most important information for making customer-focused decisions.
  5. Stakeholders – The information needs of the organization have been assessed and it is understood how customer insights will be distributed and used across a variety of functional departments and customer-facing associates.
  6. Education – Programs to drive awareness, understanding, and action have been identified to bring about the necessary corporate culture for customer-focused success.
  7. Communication – Communication needs have been outlined to understand how the organization will drive internal awareness, deliver actionable reports, and communicate externally with customers.
  8. Technology tools – Technology tools needed to facilitate the collection, analysis, and distribution of customer insights have been identified and it is understood how these tools will integrate with existing technology systems.
  9. External resources – There is an understanding of what additional resources will be necessary for methodology, research, technology, training, and additional consulting.
  10.  Metrics – The key metrics for the success for the company’s customer engagement strategy have been established.
  11.  Roadmap – A detailed plan or roadmap has been developed that includes a timeline of activities and a breakdown of the necessary individuals to be involved in a practical, phased program.


Patrick Gibbons
Principal/SVP
Walker

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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