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Roles to help drive results

Regardless of size and structure of your company, there are several roles that can effectively drive results.

  • Executive sponsor – A chief customer officer or senior executive that is the key sponsor and advocate for the program, typically with direct access to the CEO.
  • Customer strategy owner – The individual that leads the team, guides day-to-day activities, allocates resources, and tracks initiatives.
  • Program leaders – Individuals or teams focused on execution of specific program elements and ensuring follow-up procedures are in place.
  • Regional liaisons – They are focused on supporting associates in their geographic area. They act as an ambassador to help make customer intelligence more relevant for their specific markets.
  • Cross-functional teams – Made up of functional managers that use customer intelligence to drive improvements in their specific area.
  • Data analysts – Involved in analyzing and interpreting customer information including conducting root cause analysis to determine actions that will be most effective in driving results.
  • IT support – Because technology is an important accelerator, information technology representatives are important members for data access and integration.
  • Communication support – To ensure customer strategies don’t get lost in the corporate clutter, a representative from marketing or corporate communications can provide needed support.
  • External partner – Walker representatives provide an objective viewpoint and provide services in program design, implementation, technology, analytics, and consultation.

About the Author

Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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