Although often overlooked, an essential element of well-run customer-focused initiatives is good communication. Too often, companies can get caught up in the details of gathering customer insights and analyzing data, but forget to really get the word out within the company. This leads to weak engagement, inaction, and a lack of measurable ROI.
Here are three quick ideas to avoid having your customer initiatives getting lost in the clutter of all the other things going on in your company.
Brand it. Come up with a good name and even a logo to represent your customer initiatives. Too often companies resort to just calling it the customer satisfaction survey or the customer loyalty program. Not very inspiring is it? Here is a previous blog to help generate ideas.
Plan it. Too often, a good communication plan is an afterthought. Create a plan that identifies the audiences, the messages, and the vehicles you are going to to use to get the word out.
Deliver it. Communication is not one-size-fits-all. You need to develop customized reports for various stakeholders. Each individual needs to understand the customer insights they receive and know what action needs to be taken.
Companies today have so many important initiatives that are all competing for attention. For customer strategists to implement results-oriented initiatives, communication is an essential element.
Patrick Gibbons
Principal/SVP
Walker
