What’s your story for creating the Chief Customer Officer role in your organization?
Below is a brief, shorthand description for the Chief Customer Officer.
- If you’re just starting out, you can use it as the starting point for a job description, modifying it as necessary for your organization.
- If you’ve been at this work for a while, how do you execute the tasks to drive culture change and do the customer experience work? (What’s in your CX toolbox?)
The goals of the Chief Customer Officer:
- Engage the organization in managing customer relationships, revenue, and profit.
- Create a persistent focus on the customer in the actions the company takes.
- Drive the organization to work together for optimum customer experience delivery.
- Support leaders in their role as cultural leaders in the transformation journey.
What’s your story? What are your successes? What are your customer experience challenges?
As a change agent inside the company, the Chief Customer Officer performs four specific functions:
1. Establishes metrics for defining the relationship with customers
Partners: Usually finance and marketing for guerrilla metrics; issue trending requires engagement and alignment with all functional vice presidents
- Guerrilla metrics; simple metrics to manage customers as an asset.
- Voice of the Customer competency development.
- Real-time issue trending and tracking (such as complaints).
- Corralling all the surveys and uniting a company-wide approach.
- Optimizing for “listening” pipe opportunities, web, social media, field, etc.
- Create a united platform for understanding and taking action.
2. Influences cross-company agreement on how to deliver greatest value to customers
Partners: Marketing and finance (and sales, depending on the organization)
- Define what customers value – how to determine the differentiating experience to be delivered.
- Determine what customers to invest in.
- Decide where to make investment decisions, that is, the highest-impact contacts and efforts.
- Create a common language set and definitions for the customer experience.
3. In partnership with leaders, drives accountability through cross-company data and metrics
Partners: The chief executive and all functional vice presidents
- Facilitate the development of the accountability action chain, establishing the approaches and implementation of research to understand customer loyalty and return on investment (ROI).
- Work with leaders to identify baseline metrics for tracking interaction with customers.
- Drive tracking and reporting to get to reliability in key interactions.
- Lead the accountability forums – when to meet with whom to drive accountability.
- Work with leaders on messages, reinforcing, recommendations for recognition, and driving the culture change forward.
4. Clarifies a common approach and process for driving the work across the organization
Partners: All of the functional vice presidents
- Identify operational accountability cross-functional alliances.
- Facilitate working together across the silos instead of separately within them.
- Instill the discipline of process change and change management into the organization.
Take Action: Download the Chief Customer Officer Job Description