The Evolving Role of the Chief Customer Officer

ThereEUs 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.

EUSome companies recognize the value of assigning accountability for customers to an executive, most often titled EUchief customer officerEU or CCO, but given other names as well,EU Grey wrote in a blog post. EUThe 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.EU

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 EUa top executive with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.EU

At that time, 44 percent of CCOs carried the CCO title. Another 23 percent were called EUchief client officersEU and 8 percent were known as EUchief experience officers.EU Nearly three years later, the CCO moniker -- or Chief Customer Officer -- is beginning to win out, as the...

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