Customer experience governance : structuring a company-wide customer survey policy / Stephanie Thum.

Format:

Book

Author/Creator:

Thum, Stephanie, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Customer services--Case studies.

Customer services.

Customer relations--Case studies.

Customer relations.

Consumer satisfaction--Case studies.

Consumer satisfaction.

Surveys--Case studies.

Surveys.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Summary:

Astrid was elated to be promoted to a new position as a voice of the customer specialist, working as part of her company's growing customer experience team. She believed she was walking into an ideal situation in which the company's people already understood the importance of listening to customers, as it was well-known that customer feedback surveys were a common business practice within the company. But shortly after stepping into her role, Astrid faced a realization. In the company's quest to collect feedback, a chaotic situation had unfolded behind the scenes that rippled to customers in the way of redundant, confusing, and improperly designed surveys and choppy, inefficient information sharing internally. Astrid realized that before she could dive into helping people fix poorly designed surveys, the company needed to establish some overarching ground rules for when, why, and how all surveys would be administered in general. This case describes how Astrid leaned into customer experience as a business discipline-specifically, the practice of governance-to usher in a more structured and streamlined way of collecting and sharing customer feedback organizationally. However, operational policies neither create nor communicate themselves. From experience, Astrid knew that new rules and ways of working had a better chance of success if people within the organization took part in creating them. How should Astrid go about developing the policy? Who should collaborate with her? Once higher level managers accept the policy, how should she publicize it to ensure it is followed?

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-5296-1718-9

9781529617184

OCLC:

1362532196