The original version of this article appeared on Resonate’s blog. Resonate is an Australian customer experience management (CEM) provider, founded by EO Sydney member Jeff Carruthers. 

At many well-meaning companies, customer experience or advocacy initiatives are driven from the top down or assigned to specific departments. However, customer satisfaction isn’t simply a goal for the marketing, sales or account services departments.

It should be an organizational priority that ultimately helps drive the entire business forward. Here’s how to accomplish this in four steps.