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On-board or just bored?

If you lead a customer-listening program, one of the essentials for your success is getting people on-board. Whether it is the team working on the program or the users of the customer information you provide, you need get them engaged and keep them engaged so they will take action on the voice of the customer.

My question is – are they on-board or just bored?

For a moment, put yourself in their shoes. Let’s say you have been asked to join a team or attend a training session. If you’re like most of us, you participate with a certain degree of skepticism. You may think to yourself, “Is this really worth my time?” Or, “Is this really a priority for me?” It’s normal. We all have lots to do; so at some level you decide how engaged you will be. You’ll either determine it is valuable and important, and you jump in, or you’re just going to play along, bide your time, and do the minimum you have to do to get by.

Now turn the tables back around.  You’re the one trying to get people engaged. You have to make it relevant, important and compelling. Referencing one of my earlier blogs, there are four stages to a getting people engaged in customer strategies – awareness, then understanding, then belief, then action. It’s at these middle two stages – understanding and belief, where people make the decision to jump in. Here it’s your job as a customer advocate or customer strategist to make sure they understand the program and its objectives. Further, you have to inspire a level of conviction so they truly believe in it enough to take action.

For customer advocates to truly be successful in implementing their customer listening programs and building customer loyalty, they must get people on-board and prevent boredom.

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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0 thoughts on “On-board or just bored?

  1. This Looks like awesome forum or is this a blog? Sorry I am a newbie.
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