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Who’s in charge of your voice of the customer strategies?

With so many customer strategists assembled at Forrester’s Customer Experience Forum, it made sense to ask attendees how their programs are organized. Specifically, what sort of team is set up and who leads it?

Here is a summary of the responses:

Who Runs VoC?

Ironically, even when a company commits itself to a customer strategy, they sometimes just assign it to an individual to run – emphasized by the 40% that said, "What team?"

Indeed, voice-of-the-customer strategies are a team activity. At Walker we encourage organizations to set up a customer advocacy network that involves a variety of people throughout the organization. Here are three excellent blogs on the the topic from two of my colleagues:

  • In this blog, Leslie Pagel reinforces the need to have the right people involved and introduces our recommended framework.
  • In this blog, Leslie provides a quick breakdown of responsibilities – a great reference!
  • Finally, in this blog Mark Ratekin makes the case that such teams are one of the key things that separate customer focused companies from less successful companies.

This is part seven of a series based on feedback collected from customer strategists at the Forrester Customer Experience Forum, June 21, 22 in New York. Other posts can be viewed

Patrick Gibbons

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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