by Keith Schorah
4. May 2011 13:01
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.
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