Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine

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Drive CX optimization efforts on all channels and ensure the voice of the customer is heard in the board room.

The CCO is part of the executive board as the one responsible for implementing and overseeing a customer-first approach throughout the organization. They do this by developing and approving ideas to improve people, processes, and systems that directly affect the customer experience. The chief customer officer is the person that takes full responsibility for all things related to the customer. Rod also emphasizes productivity—building scalable customer processes—to contain costs and improve profitability. That means “enabling their organizations to grow without necessarily having to add people” by streamlining processes and using automation, such as self-service customer support tools and community resources. Chief customer officer vs. chief experience officer

Hi, I’m Rose. I’m responsible for buying and commercial strategy. My Ocado adventure started in 2010 when I joined as Head of Buying, and later became Buying Director. I have vast experience in the food industry, encompassing food retailing, cash and carry and supply chain, and I have a reputation for my knowledge from ‘farm gate to plate’. I can definitely say I understand the former really well, as I am married to a farmer; as a result, breakfast conversations in our house can be particularly interesting. Companies need a CCO to deliver results this quarter—and set them up for success in the future. They need to understand the company’s goals and how to best structure the post-sale team to deliver on next year’s growth strategy. The below list of responsibilities is curated from CS professionals and search firm executives. It’s quite expansive—the ideal job description will have responsibilities tailored to your unique asks for the position.

Ultimately a Chief Customer Officer is responsible for driving customer loyalty, customer acquisition and customer retention. A CCO is responsible for being the company’s brand ambassador, educating and ensuring the employees of the business act and make decisions in a customer centric way. Who does a CCO report in to? Where the CCO position sits in the structure of your organization will depend on how you’re organized already. So, what does that mean in practical terms? Here are some of the key tasks of the CCO role: Chief Customer Officer Job Description: Key Responsibilities Create proactive, repeatable processes and playbooks to drive consistently-strong Customer Experience In "Key Responsibilities and Challenges for Customer Experience Leaders," Gartner studied five distinctive types of customer leadership: functional leader (reporting to a member of the C-suite), decentralized leader (with CX responsibility for a particular business segment), hybrid (a transition between the two previous roles), influencer (a peer in the C-suite but without P&L ownership), and tiger team (a small steering committee of C-Suite executive team members with limited budget or resources). According to the survey, nearly half of companies (44%) have a functional leader, while just over a quarter (27%) employ a hybrid approach.A lot of these leaders get so tied up in their day-to-day and the escalations that they’re not planning for the future,” says Rod. “They’re not putting in place improvements, they’re not hiring the right leaders, and they’re not building out self-service resources.” 3. Cross-functional collaboration

What can you, as the CCO, do to prevent this? Well, you can get your workers actually excited about their role. Just as you might try to find the root cause of customer dissatisfaction, try to find the root cause of employee dissatisfaction. Chief Customer Officer, Chief Client Officer, VP of Customer Experience—the titles are not important. What is important is that in the end, the customer recognizes the intent of the title, and the power that it provides the bearer to act in the customers’ best interests The Genesis of the Chief Customer OfficerSetting clear goals that are tangible for everyone. CustomerGauge research found that companies that set CX goals grow twice as fast as those that don’t. But only 20% of companies are sure their entire organization knows how CX affects their strategy. Setting clear, achievable, and compelling goals can help.

According to Totango’s 2021 State of Customer Success Industry and Salary Report , there was an increase in the number of CS teams reporting to Chief Customer Officers, Chief Operating Officers and Chief Revenue Officers, as well as a significant decrease in teams reporting to Sales and Service or Support leaders over the past year. In some businesses, the CCO may report to the chief marketing officer (CMO), as marketers are most often seen as CX leaders within an organization.The Chief Customer Officer is a C-suite position and is responsible for building a customer-centric culture at all levels of a company. In advocating for the customer, the CCO aims to enable an organization to consistently deliver the best possible customer experiences. Maintaining a consistent customer experience across multiple channels is one of the toughest challenges for CCOs. The importance of exceptional customer experience cannot be understated. Technology and easier access to information has shifted the power to customers, increasing their expectations for great experiences. With enterprises’ growing focus on CX, the rise in demand for someone to oversee organization-wide customer-centric initiatives was only natural. However, the CCO is a relatively new C-suite member, which comes with challenges to overcome so they can best perform their duties. A lot of CMOs have been marketing leaders for 30 years, and chief sales officers have been in the space for 25 years. They have built up a set of skills to do their job well and to operate at that executive level,” Rod notes.