The CEO Must Lead the Change
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
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.