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The lowly survey program

If your voice-of-the-customer initiative is known as “the customer survey program” in your organization, please change it!

I get frustrated when companies don’t position things effectively. If it’s all about the survey, you’re missing the point. Your initiative should be about customer insights and how they are used to make better decisions and prompt customer focused actions that will improve your company’s performance. No matter how strategic your initiative may be, you’re undermining it if you position it as nothing more than a survey program.

I don’t think people do this intentionally. However, some companies just never name their customer strategies and people just start referring to it as something very tactical, such as “the survey program.”

Here are some better examples:

  • A technology firm branded theirs as GROW – Gain, Respond, Own, and Win.
  • An information services company calls theirs Customers First!
  • A medical device firm branded their initiative as Vital Signs.
  • A telecommunications company labeled theirs Connected to Customers.
  • We call ours FOCUS – Focusing On Customer Understanding and Success.

Not only do these programs have a more intriguing name, they are more likely to be recognized as a more serious initiative within the organization.

So if you have a tactical name for your program, or you have no name, come up with something that will mean something to your people and be taken more seriously.

Patrick Gibbons
Principal, SVP

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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