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The Rise of the Chief Customer Officer

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Today’s customers expect a consistent customer experience across all channels from organizations they do business with. Marketing has switched to a more personalized customer experience rather than  just pushing out mass email communications. In order to better manage the customer experience, the roles of CMOs and CIOs are evolving to become increasingly more customer-centric; and this change in approach has led to the rise of the Chief Customer Officer (CCO).

The CCO is tasked with improving the customer experience throughout all touch points of an organization and can come from various backgrounds: sales, marketing or even operations. A common catch 22 is deciding whether the CCO should be an operational or advisory role. Why is the CCO role important?

Curtis Bingham’s report “The Impact of the Chief Customer Officer” sums it up nicely:

Consistency and accessibility of the customer experience have become an essential component to winning competition for customers as companies realize the financial benefit of customer satisfaction…

The strategy is no longer to win the customer over once, but rather over and over again. The CCO will help an organization look at things from the customer’s perspective so they can start improving and understanding what the customer wants and needs, and evaluate the current customer experience. Although the role has only started to gain more acceptance, there are still many obstacles that stand in the way of a CCO (4 things you must know about Customer Experience Management). However, making customer success a strategic priority will help your organization pull ahead of the competition.

Guy Nirpaz

Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank well as having grown oranges.

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