Updating your C-suite: Here’s why you need a chief customer officer

customer care

GUEST:

The customer always comes first. It’s a saying companies throw around a lot, but they rarely live and breathe it the way they should. It can be easy to forget what’s most important when you’re juggling finances, logistics, investors, and beyond. But there’s a way to keep your customer top of mind no matter what: Make an addition to your C-Suite by empowering a chief customer officer.

It’s a move many of America’s largest companies have made over the last couple of years, driven by the need to differentiate. To boil it down, the chief customer officer (CCO) serves as a top executive with the responsibility of designing, orchestrating, and improving customer experience in a way that impacts all levels of your brand. Progressive companies across a range of industries — from Dunkin Donuts to PNC Bank — have empowered CCOs to build an organization that puts the customer first. At its core, this means dedicating your business to ensuring the voice of the customer is heard and acted upon across the organization.

In an era of heightened customer expectations — in which every customer is also a broadcaster — having a CCO is essential. As with any new role within your company, it’s important to establish responsibilities for your CCO and empower them to hit the ground running.

Here are the top five responsibilities your chief customer officer should take on:

1. Establish a clear vision for customer experience

First and foremost, your CCO will be responsible for establishing a clear vision for customer experience. Striving for great customer experiences isn’t enough anymore. It’s too vague, says little about your company and, counter-intuitively, often leads to muddled, less than great experiences. Your CCO will be able to unpack what great customer experiences actually look like for your business, establishing an authentic company voice and setting clear standards for engaging with customers.

With an understanding of what customer experience looks like for your particular brand, your CCO should set aspirational goals and a roadmap to execute against.

2. Pick an organizational model that can be successful in your business

There are three types of organizational models that businesses typically put in place to support the CCO. In the first model, the CCO directly manages the people, programs, and budget for all customer-focused initiatives. In the second model, the CCO is an evangelist/change agent within the company and makes changes through influence and alliance with teams, particularly when it comes to budget and program authority. The third model is a hybrid of the first two, with the CCO being part of a function (typically marketing or operations) but working across a wider range of teams.

Any of the above models can be successful, depending on how they are implemented. The key is for the CCO to show enterprise results in the areas of loyalty, satisfaction, and profitability.

3. Give customers a voice in all company initiatives

For employees that don’t engage with customers on a regular basis, it can be difficult to grasp how customer feedback plays a role in everything from daily tasks to large projects. But the truth is, customer experience should be top of mind for all departments — from finance and billing to marketing and sales. That’s where your chief customer officer comes in.

CCOs can come from different walks of life — there is no specific career path that CCOs need to have followed to be successful. Many come from an operational background, often earlier in their careers, working in customer-facing roles in sales, support, or regional operational management roles. Others come from marketing and/or insights roles, helping companies qualify and quantify the voice of the customer.

Whoever takes on the role of chief customer officer should be prepared to bring customer feedback to the table, prioritizing initiatives to improve the customer experience, and clearly explaining how customer insights relate to each individual department. Your CCO should aggregate insights from multiple sources — social platforms, call centers, forums — to create a comprehensive overview of customer feedback and how each department impacts those statistics.

Once each department has a clear understanding of its role in customer experience, your CCO should work with each department on initiatives and act as a customer representative in all matters. Ultimately, the CCO is responsible for driving a new way of thinking from the C-suite to the frontline and back-office employees, always giving the customer a seat at the table for every new initiative.

4. Be proactive

It is the responsibility of the chief customer officer to bring a proactive approach to customer experience management. CCOs need to help their teams get in front of issues by instating simple guidelines for engaging with customers. With a CCO in your arsenal and a broader customer experience management team to back them up, your team will be able to proactively communicate with customers about new products, policies, and processes.

Service recovery should be less of a priority as customer insights are used to create and innovate better solutions before they cause issues. In other words, your CCO will be able to mitigate potential issues before they arise by incorporating customer feedback at all levels of business.

5. Share results with the entire company

Most importantly, the chief customer officer is responsible for educating their peers and the rest of the organization on the value of being a customer-centric company. As your CCO and customer engagement management team bring their customer experience roadmap to life, they’ll share successes, failures, and everything in between. It’s important that the entire company have a clear understanding of what the CCO hopes to accomplish and that updates on progress are given on a regular basis. Seeing is believing, which is why the CCO will need to share insights and achievements as often as possible.

With such an increased focus on customer experience, the CCO role will likely become more and more common. In the meantime, early adopters — those who truly understand the importance and power of the customer — will lead the charge in shaping this new C-suite role and will, no doubt, have a leg up on the competition.

Sid Banerjee is executive chairman of Clarabridge.

Get more stories like this:  twitter  facebook


Uncategorized

RSS-5

All articles

Birch's Latest Buy Increases Its Florida Partner, Customer Ranks

Birch's Latest Buy Increases Its Florida Partner, Customer Ranks
Now, Birch's dealers are approaching former AstroTel customers – including end users, and reseller and wholesale partners – about its voice and data products. "With the acquisition of AstroTel, we see the opportunity for expansion and realize we have …
Read more on Channel Partners

In-depth: Technology to pitch in 2012
The need for "an individual customer-centric approach puts the skilled IT reseller in prime position to be supplier of choice for most customers", he argues. Ian Kilpatrick, chairman of VAD Wick Hill Group, says cloud application growth is beginning to …
Read more on MicroScope

FAQ:
——-

The Web Hosting That Offers a Great Customer Experience

World Class Traffic Jam

Image by joiseyshowaa
Dhaka (Bangladesh) traffic has been called one of the 7 wonders of the modern world. To be fair, this is a street adjacent to New Market and isn’t really a normal traffic road. For example, rickshaws are prohibited. Bangladesh has been promoting the use of natural gas (CNG) for over a decade resulting in significant reduction in smog.

Click for more on this photo

Click here for some notes on this photo.
www.joiseyshowaa.com

hdr

Web sites using this photo:
www.travelicio.us/search/Bangladesh/

gatagfile2.blog4.fc2.com/blog-entry-1814.html
www.gatherlittlebylittle.com/2008/05/02/the-friday-gather…
www.vipdates.org/2008/05/02/the-friday-gathering-for-522008/
www.polityka.pl/polityka/index.jsp?place=Lead22&news_…
digitaljournal.com/article/254630
www.kenanoff.com/blog/archives/332
www.digitaljournal.com/print/article/254630
www.purposegames.com/game/car-spanish-vocabulary-quiz/info
www.squidoo.com/cng
www.rajaietalks.com/8-great-sources-of-free-traffic-for-y…
www.polityka.pl/polityka/print2.jsp?place=Text03&news…
www.maynaschua.com/project-world/
avenue4learning.com/2008/07/25/the-answer-to-parallel-par…
article.wn.com/view/2008/07/31/Downpour_causes_floods_tra…
www.remarkableblogging.com/how-to-drive-viral-traffic-at-…
www.kenanoff.com/blog/archives/date/2008/05
article.wn.com/view/2008/07/31/Downpour_causes_floods_tra…
www.ecoblog.it/post/6709/san-paolo-del-brasile-ogni-giorn…
www.sevenjobs.de/
ecomodder.com/blog/
article.wn.com/view/2008/09/21/Drivers_in_a_jam_all_revve…
ecomodder.com/blog/2008/09/19/mans-crusade-idling/
blog.thefolderstore.com/2008/10/03/free-online-advertising/
www.mintblogger.com/2008/10/how-to-get-instant-traffic-fo…
www.sevenjobs.de/2008/09/warum-stecken-kleine-kaertchen-a…
successcreeations.com/traffic-and-money/823/
activerain.com/blogsview/762145/Moving-Tips-5-Three-Most-…
scour.com/search/images/free parking car games online/related/
successcreeations.com/tag/blogging/http://www.greendaily.com/2008/11/24/report-says-rich-countries-should-make-first-greenhouse-cuts/
blog.thenewcolour.com/
ecomodder.com/blog/mans-crusade-idling/
www.myfillet.com/tag.aspx?traffichttp://www.greendaily.com/2008/11/24/report-says-rich-countries-should-make-first-greenhouse-cuts/
blog.madalinvlad.com/2008/plin-de-fomisti/
www.causecast.org/news_items/7640-poor-countries-need-car…
neiman.co.il/?p=513
www.blogtrafficexchange.com/10-benefits-of-hosting-your-o…

www.freedomwriting.com/2009/01/05/getting-the-best-traffi…
my.nowpublic.com/environment/india-oil-strike-leads-inter…
suriagaru.blogspot.com/
catskillcottageseed.com/2009/01/13/keep-me-out-of-traffic/

www.travellious.com/getting_ready_change_your_driving_habits
myfillet.com/view.aspx?World_Class_Traffic_Jam_by_joiseys…
aznews.pl/2009/01/namedrive-zapowiada-ndx-market/
hadihariri.com/blogengine/
www.moremoneytospend.com/blog/2009/01/how-to-be-unaffecte…
www.navinpoeran.com/url-search-zoekopdrachten-werkt/
avenue4learning.com/2008/07/25/the-answer-to-parallel-par…
theurbanfigtree.ozlemgucluustundag.com/
neiman.co.il/?m=200812
janenpeggy.wordpress.com/2009/03/10/top-10-verkeersergern…
www.bripblap.com/2009/linklings-the-stimulus-effect-on-th…
myhealthyhearttips.com/
avenue4learning.com/page/2/
www.digitaloperative.com/DO-sdmca-i-digital-marketing-08.pdf
aznews.pl/2009/01/namedrive-zapowiada-ndx-market/
www.nowpublic.com/environment/world-class-traffic-jam
www.irrasyonel.net/entry.aspx?id=286
cgi.wn.com/?t=worldphotos/viewphoto.txt&action=displa…
www.ebookswithresellerrights.com/ebooks-with-reseller-rig…
catskillcottageseed.com/2009/01/13/keep-me-out-of-traffic/
www.slideshare.net/elke/onlinegedrag
www.hadihariri.com/blogengine/post/2008/12/02/Agile-is-no…
cars.zimbly.com/2009/04/10-reasons-to-leave-your-car-at-h…
www.betterprojects.net/2009/04/marketing-mix-and-your-pro…
www.digitaljournal.com/print/article/254630
globalhealth.change.org/blog/view/jobs_in_global_health_e…
digerat.com/dig/traffic+movie+online
brianfrank.ca/2009/05/pedestrian-apartheid/
www.polityka.pl/nie-tylko-mumbaj/Lead30,1651,279674,18/
www.80plus1.org/topics/traffic
newth.net/2050/
scrappymarketing.com/
cars.zimbly.com/
blog.tippingpointlabs.com/2009/05/stand-out-on-social-boo…
newth.net/2050/2009/05/26/hvorfor-telependling-ikke-snur-…
www.dishumdishum.com/archives/2009/06/breathe.html
www.myfillet.com/tag.aspx?traffic
indiemusic.typepad.com/postrangernet/2009/06/increase-web…
blog.cleantechies.com/2009/07/01/india-reject-curbs-co2-e…
www.causecast.org/news_items/7640-poor-countries-need-car…
jaycut.se/image/487935/preview?context=user_51239
scienceblogs.com/
grubstreet.co.za/2009/07/leaked-to-grubstreet-july-traffi…
www.pmtoolbox.com/project-management-news/the-marketing-m…
listofall.net/tech/list-of-41-ways-to-get-more-traffic-to…
tecnoblog.net/news/2009/google-usa-dados-de-usuario-para-…
lonelyplanet.fr/_htm/index.php
avenue4learning.com/2008/07/25/the-answer-to-parallel-par…
geekentrepreneur.net/lesser-ways-build-blog-traffic/
www.themarknews.com/articles/497-off-the-beaten-path
orlakennedy.wordpress.com/
edithosb.wordpress.com/2009/10/06/proverbs06/
ideatrash.net/2009/10/traffic-and-me.html
www.thefutureofblog.com/2009/10/old-post-traffic/
www.buildabetterblog.com/driving_traffic_to_your_blog/
theimuniversity.com/archives-of-great-marketing-tips/a-be…
www.doshforu.com/2009/11/more-traffic-from-web-directorie…
opsd.wordpress.com/
opsd.wordpress.com/2009/12/04/ad-hoc-friday-2-open-source…
mundobiologia.portalmundos.com/india-china-y-brasil-acuer…
elblogverde.com/india-china-y-brasil-acuerdan-reducir-emi…
lonelyplanet.fr/_htm/index.php
www.onehourblogger.com/
perfectfundedproposal.com/traffic-generation/how-to-get-a…
www.articlemarketing-reviews.com/wordpress/2010/01/29/art…
deamaltea.wordpress.com/2010/02/05/%c2%ablo-smog-fa-un-mo…
kardady.wordpress.com/2009/12/15/world-class-traffic-jam/
www.artofbackpacking.com/5-things-i-miss-back-home-while-…
www.ebooks-with-reseller-rights.com/how-to-get-traffic-to…
www.4dcreative.co.uk/
lonelyplanet.fr/_htm/index.php
globalpoverty.change.org/blog/view/jobs_in_global_health_…
earthsky.org/earth/climate-response-could-create-growth-s…
marybiever.wordpress.com/2010/04/09/the-mommy-stop/
www.bripblap.com/2009/linklings-the-stimulus-effect-on-th…
news.airtreks.com/post/2010/02/6-common-mistakes-people-m…
keithlyons.wordpress.com/
keithlyons.wordpress.com/2010/04/30/open-access-and-sharing/
keithlyons.wordpress.com/2010/05/11/a-perfect-mess-on-lin…
authenticplaces.wordpress.com/2010/05/19/volunteers-good-…
www.elblogsalmon.com/entorno/china-niega-especulacion-con…
indiemusic.typepad.com/postrangernet/2009/06/increase-web…
www.digitaljournal.com/image/40055
www.artofbackpacking.com/5-things-i-miss-back-home-while-…
multiamerican.scpr.org/2010/09/quote-of-the-moment-a-depo…
www.mosotechnology.com/web-hosting/what-is-the-best-web-h…
greatergreaterwashington.org/
www.treehugger.com/
www.101internetanswers.com/blog/
greatergreaterwashington.org/post.cgi?id=7050
smashingpics.blogspot.com/2010/09/photography-theme-traff…
irwaonline.org/EWEB/StartPage.aspx?logoff=y&site=irwa…
www.mosotechnology.com/web-hosting/make-a-lot-of-money-on…
www.9am.ro/stiri-revista-presei/Incredibil/201959/Cum-va-…
www.9am.ro/stiri-revista-presei/Incredibil/201959/Cum-va-…
wanhashimblog.blogspot.com/
www.sisaltomarkkinointi.fi/2010/12/02/bloggaa-kavijamaara…
consciouslifenews.com/
job.lawyer-101.com/page/2
www.ecologiablog.com/post/4933/ministro-de-medio-ambiente…
www.slideshare.net/jeffreylcohen/social-media-and-social-…
gondolaproject.com/2011/02/25/the-central-question-transi…
www.yesmagazine.org/blogs/david-korten/clueless-economist…
www.9am.ro/stiri-revista-presei/Incredibil/201959/Cum-va-…
blog.goo.ne.jp/azianokaze/e/772d5e391b582a4facaa77514ebe9773

The Web Hosting That Offers a Great Customer Experience
Singapore Web Hosting is a service division of Silver Media Singapore which provides web hosting, e-mail hosting, domain name registration, reseller hosting, dedicated server, web design, web promotion and internet marketing as well as search engine …
Read more on The Open Press (press release)

Blog Award Winners Announced
Web hosting services offered include: domain hosting, website hosting and reseller hosting. The company is headquartered in central Manchester, England. Highest image quality and construction. And, more affordable. This 16+ input switcher is the best …
Read more on Broadcast Newsroom

FAQ:
——-