When you are setting strategy, who plays the customer advocate role?
In a meeting this week with a very thoughtful management team that was in the midst of a heated discussion, the CEO made a comment that stuck with me.
He noted that one of the more direct and opinionated voices in the room was “defending the customer” while talking about strategic priorities.
And that got me thinking: When you are building your strategy, do you ensure that the customer has an advocate in the room? We talk about the voice of the customer as if having it in the mix automatically means something, but what if the voice of the customer doesn’t have an advocate? What if it’s just another “opinion” in the room?
That would be a tragedy.
When you are planning your strategy, think about how to ensure that the customer’s point of view is not only known, but actively represented in the room. That may be as simple as designating a customer advocate in your strategic discussions, or it may mean actually bringing customers into the room.
You never know what you might learn, or what you might prevent yourself from doing.
What do you think?