The CEO Must Lead the Change


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It is fundamental that CEO’s ensure that customer insight is no longer purely the preserve of Marketing and that the information is available across the business and becomes embedded in the businesses processes ensuring feedback will drive true operational change within the business.

Culturally, commitment from the top to change the business and make the customer central to all business decisions is essential to all Voice of Customer programmes. The above diagram highlights the role of the CEO in leading the change to a customer centric culture.

The use of customer insight enables senior management to shape future business strategy with the customer always in mind. There is a high correlation of organisations whose CEO’s lead the VOC initiative and its strategic impact.

Republished with author's permission from original post.

Keith Schorah
Keith Schorah founded SynGro, a leading Voice of the Customer (VoC) company in 2004, following a distinguished career in sales and marketing within the IT, telecommunications and industrial sectors, and a long consulting background of designing and implementing customer service programmes in companies around the world. SynGro is focused on the enterprise sector of the Voice of the Customer market where its skills in integrating VOC information with client data such as financials and CRM have been paramount to its success.


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