CCOs Making Positive Impact on Financial Success

Businesses around the world are finding a bottom-line benefit from having a chief customer officer (CCO) in the C-suite -- someone who is focused on the customer experience, customer engagement, and customer loyalty. Curtis Bingham, founder and executive director of the CCO Council, recently wrote about the positive impact chief customer officers are having on company financials.

Could you see similar results if you brought a CCO on to your executive team? Maybe youEUve already hired a CCO but havenEUt yet experienced the ROI of investing in the customer experience. Either way, Bingham offers a good case for why CCOs are vital -- and becoming more vital -- in todayEUs increasingly competitive business climate. Indeed, he seems to offer numbers to prove it.

Understanding Modern Customers

Bingham starts off by pointing out how modern customers need access to what companies have to offer through various media channels based on their lifestyles and preferences -- but they also need a consistent customer experience across these same channels. Think about it for a minute. ItEUs easy for customers to switch vendors if they donEUt get the support they feel they need.

EUSo multi-channel accessibility and consistency of experience across those channels have become essential components to winning the competition for customers,EU Bingham said. EUMore and more, companies are recognizing the financial benefits of customer satisfaction and its proportionate relationships with loyalty and profitability.EU

That, according to Bingham, is where the CCO comes in. Although he admits this role is still emerging and evolving, the CCO Council has defined it this way: the executive responsible for the total relationship with an organization's customers.

Until now, the challenge for many companies eyeing the potential benefits of adding this role to the C-suite roster has been marrying the position to a return on investment. Now, however, the CCO Council...

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