Advisory Board: Agents Deserve a Seat At the Table | WOW24-7
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Advisory Board: Agents Deserve a Seat At the Table

Byline: This article is based on an interview with Tracey Virtue, Chief Customer Success Officer at NEOGOV & President of High Line Software (subsidiary)


Understanding and meeting customer needs is essential for success in today’s competitive business landscape. One way to achieve this is by actively seeking customer feedback and incorporating it into product development and decision-making processes. In this article, we will explore the power of customer feedback and how Tracey Virtue, a customer experience expert, emphasizes the importance of involving call center agents in the feedback loop. By doing so, companies can gain valuable insights, improve their products and services, and ultimately enhance the overall customer experience.

Key Takeaways:

  • Including call center agents in decision-making processes can provide valuable insights into customer experiences and help identify areas for improvement.
  • Internal advisory boards consisting of call center agents, customer success representatives, and product teams can facilitate collaboration and ensure that customer feedback is considered.
  • Call center agents should be given equal footing and a voice at the table, as they represent the customer’s perspective.
  • Being passionately customer-focused means prioritizing the customer’s needs and involving them in decision-making.
  • Executives should engage with frontline employees to gain fresh perspectives and valuable insights into customer issues and potential improvements.

The Internal Advisory Board: A Source of Valuable Feedback

Tracey Virtue highlights the concept of an internal advisory board, which brings together various stakeholders, including call center agents, customer success teams, and product developers. This board provides a platform for sharing feedback and insights from frontline employees interacting directly with customers daily. By involving these agents, companies can gain a deeper understanding of customer pain points and identify areas for improvement that may be absent in a select group of long-term customers.

According to Virtue, the internal advisory board allows for regular meetings where agents can openly discuss what is and isn’t working. This feedback is crucial for product teams to make informed decisions and prioritize enhancements that align with customer needs. By giving call center agents an equal voice at the table, companies can tap into their wealth of knowledge and ensure that customer perspectives are considered in every aspect of the business.

Virtue also emphasizes the value of including sales and marketing teams in these discussions. Companies can foster collaboration and gain a holistic view of the customer experience by bringing together representatives from different departments. This cross-functional approach ensures that customer feedback is not siloed but integrated into the decision-making process at all levels of the organization.

Passionately Customer-Focused: A Core Value for Success

At the heart of this approach is a core value Virtue refers to as being “passionately customer-focused.” This value emphasizes the importance of putting the customer front and center in all decision-making processes. By making customer impact a key consideration, companies can avoid making decisions that may negatively affect the customer experience.

Virtue suggests that executives should actively seek out opportunities to engage with frontline employees, including call center agents. By doing so, they can gain valuable insights and perspectives that may not be readily available through traditional channels. Virtue encourages executives to be curious and ask questions, allowing frontline employees to share their experiences and provide suggestions for improvement.

Furthermore, Virtue highlights the importance of fresh eyes and fresh perspectives. When new employees join a company, they bring a unique perspective and can identify areas that may have become blind spots for long-term employees. By actively seeking input from these new employees, companies can benefit from fresh ideas and identify opportunities for innovation and improvement.

The Broader Implications: A Customer-Centric Culture

The approach advocated by Virtue has broader implications for company culture and the overall customer experience. Companies can foster a culture that values customer feedback and prioritizes the customer experience by involving call center agents and other frontline employees in decision-making processes.

This customer-centric culture can have a significant impact on customer satisfaction and loyalty. When customers feel heard and see that their feedback is being incorporated into product improvements, they are more likely to develop a sense of trust and loyalty towards the company. This, in turn, can lead to increased customer retention and advocacy.

Additionally, involving call center agents in decision-making can positively impact employee engagement and satisfaction. When agents feel valued and see that their insights are being taken seriously, they are more likely to be motivated and invested in their work. This can result in improved performance and a higher level of service provided to customers.


Tracey Virtue’s insights highlight the power of customer feedback and the importance of involving call center agents in the feedback loop. By creating an internal advisory board and fostering a passionately customer-focused culture, companies can gain valuable insights, improve their products and services, and enhance the overall customer experience. This approach benefits customers, empowers frontline employees, and creates a culture of collaboration and innovation. By prioritizing customer feedback and involving agents in decision-making, companies can position themselves for long-term success in today’s customer-centric business landscape.

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