Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
CRM Systems
DDoS Protection Powered By Verisign
Average Rating:
Rate this article:  
The Evolving Role of the Chief Customer Officer

The Evolving Role of the Chief Customer Officer
By Jennifer LeClaire

Share
Share on Facebook Share on Twitter Share on Linkedin Share on Google Plus

While the activities a chief customer officer might engage in are legion, there are seven that are most common and important regardless of company size, industry, or chief customer role. Even if your company doesn’t have a chief customer officer, to become truly customer centric, an executive needs to be held accountable for customer activities.
 


There’s been a lot of talk about how to use IT (information technology) as a competitive advantage in the enterprise. But for all the focus on technology, there is also a growing movement focusing on traditional customer service. Sure, customer relationship management (CRM) technologies are part and parcel of the equation. But good, old-fashioned customer service is still at the root of success, and many customer-centric companies are adding a Chief Customer Officer to their C-level management team, ensuring the voice of customer is being heard in the C-suite.

Lacey Grey, a member of the Chief Customer Officer Council, says as competition heats up and customers become more demanding, companies need to strengthen their customer relationships to better understand future customer needs while also solidifying their current business.

“Some companies recognize the value of assigning accountability for customers to an executive, most often titled ‘chief customer officer’ or CCO, but given other names as well,” Grey wrote in a blog post. “The CCO or its equivalent is considered to be a company's ultimate customer authority and is driving customer strategy across the highest levels of his or her company.”

Different Titles, Same Functions

Of course, there are many different implementations of the CCO role. There are also many different titles for job functions that accomplish the same goals. Forrester Research, a marketing research firm, declared the rise of the CCO in Jan. 2011 and defined the CCO as “a top executive with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.”

At that time, 44 percent of CCOs carried the CCO title. Another 23 percent were called “chief client officers” and 8 percent were known as “chief experience officers.” Nearly three years later, the CCO moniker -- or Chief Customer Officer -- is beginning to win out, as the industry makes clearer definitions around this executive’s primary contributions.

Another approach, which is also quite common, is for a Chief Marketing Officer or Chief Sales Officer to take ownership of managing the customer experience. Regardless of the exact title, the executive in charge needs to oversee key functions such as monitoring customer satisfaction, building customer loyalty, and developing customer engagement that ultimately results in increased sales and profitability.

Seven Common Accountabilities

The CCO Council has identified seven common accountabilities of CCOs based on research among its own membership. These include oversight of (1) customer-centric tactics, (2) customer experience management, (3) metrics and analytics related to customer-centricity, (4) a customer-centric culture or the evolution to one, (5) customer strategy, (6) understanding customer needs, and (7) building customer relationships.

While there are countless activities a CCO might engage in, "these seven appear to be the most common and important regardless of company size, industry, or definition of the CCO role,” Grey says. “Even if your company doesn’t have a CCO, to become truly customer centric and create sustainable competitive advantage, an executive needs to be held accountable for [customer facing] activities, at a minimum."

Does your company have a Chief Customer Officer or plans to hire one? If not, who takes responsibility for the customer experience, customer engagement, building loyalty and providing top quality service?
 

Tell Us What You Think
Comment:

Name:

Andre Heriot:

Posted: 2013-12-16 @ 12:37am PT
The team who oversee our customer management is split between direct customer contact and online customer provision – mostly because of the importance our online facilities play in customer relationship management.
Online is becoming increasingly important with the demand of customers to communicate issues on social media and use new platforms to rate products and service growing at an alarming rate. In order to satisfy the changing habits of modern consumers, any customer-centric personal, must harness, mediate and control such areas of customer engagement.

CRM like Maximizer (www.max.co.uk), allows you to carry out, what can be labour intensive work, in an easily automatable fashion.

Andrew Heriot
Head of Sales – EMEA
(www.max.co.uk)

Shep Hyken:

Posted: 2013-11-28 @ 7:08am PT
It is refreshing and exciting to see how the Chief Customer Officer’s role is evolving. What used to be the function of someone in charge of customer service, it now includes a number of important roles that include analytics, processes and more.

Thomas P.:

Posted: 2013-11-26 @ 5:54pm PT
Around this time last year, right before the holidays, our director of customer service was promoted to the title of Chief Customer Officer. It's been great for the service team to FINALLY have a voice in the C-Suite. We feel like we're finally being heard and more important, we're able to share input from customers -- both good and bad feedback -- almost directly with our CEO through our CCO. It's definitely a huge advantage for us as employees, for our customers, and for the company as a whole.

Sue:

Posted: 2013-11-26 @ 5:49pm PT
We're a mid-size technology company and our VP of Sales has traditionally been responsible for all of these functions, although I could see the benefit of having someone at the top level specifically focused on customer-centric issues. Let Sales focus on bringing in the business and the CCO oversee keeping existing customers happy and coming back for more.



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 CRM Systems
1.   Infor Buys Cloud CRM App Saleslogix
2.   Health Agencies Use Dynamics CRM
3.   Desk.com: Video Customer Support
4.   Oracle Sues Oregon Over Exchange
5.   Dynamics CRM Online Extends Reach


advertisement
Health Agencies Use Dynamics CRM
To improve service and efficiency.
Average Rating:
Desk.com: Video Customer Support
Aiming for a better self-service option.
Average Rating:
Oracle Sues Oregon Over Exchange
State using software without paying.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
UPS Stores in 24 States Hit by Data Breach
Big Brown has been breached. UPS said that about 105,000 customer transactions at 51 of its UPS Store locations in 24 states could have been compromised between January and August.
 
Cost of Target Data Breach: $148 Million Plus Loss of Trust
The now infamous Target data breach is still costing the company -- and its shareholders -- plenty. In fact, the retailing giant forecast the December 2013 incident cost shareholders $148 million.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 

Enterprise Hardware Spotlight
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 
Three New Lenovo PCs Aimed at Business Users
Businesses everywhere want computing solutions that do more for less money, and Lenovo has unveiled three new desktop PCs that offer solid computing at a budget-minded price.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 

Mobile Technology Spotlight
Google Glass Adds Voice Access to Phone Contacts
The latest update to Google Glass will let users access their top 20 phone contacts with voice commands alone. A user can then choose a phone call, Google hangouts, e-mail or text messaging.
 
Samsung, B&N Target Amazon with Nook Tablet
They've seen the enemy and it is Amazon. So Samsung and Barnes & Noble are teaming up to combat their common foe with a 7-inch tablet that blends Samsung’s tech, Nook’s content and e-reader platform.
 
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.