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What derails your customer strategy?

Derailed. Off track. Distracted. Disjointed. Does this ever happen to you? You may have a good plan, but something happens and suddenly you are not delivering the value that was intended. One can assume that during the current time of economic uncertainly that lots of strategies have been derailed.

At a recent meeting with a group of customer advocates, I asked what derails them. Here’s what they said:

What Derails You?

Here are a few observations:

First, because this was a "check all that apply" type question it is interesting that almost all of these have happened to at least one-third of the group. In fact, several said, "I just went check, check, check, all the way down the list." In other words, customer strategists know what it is like to have customer strategies challenged and derailed.

Second, it is clear customer strategists have to fight for attention – 77% said their customer initiatives get overshadowed.

Third, these people juggle other things. No matter how important it is to have customer-focused strategies, too often the people responsible for implementing them have multiple other things to do as well.

It is clear that for any customer strategy to work, the strategists must not only implement according to plan, but keep a watchful eye out for things that can cause their customer initiatives to be derailed.

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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