Guest post from Scott Groenendal, Program Director, IBM Customer Analytics
IBM has been preaching that customer intimacy is the new intellectual property. The more insight an organization has on its customers, the better opportunities it will have to sell them more stuff, retain the best ones, mitigate risk or even identify possible cases of fraudulent activity.
Essentially, it’s a better way to create an ongoing and meaningful dialogue with customers. This is especially important as the power has shifted from the organization to the customer.
And, those organizations that are serious about delivering a better overall customer experience should seriously consider hiring someone who speaks the customer’s language, is concerned about their well-being, can drive profitable interactions through all channels, and can accomplish that elusive task of bringing all customer focused functional departments together with a common goal. This new strategic asset is otherwise known as the Chief Customer Officer (CCO).
As the pendulum continues to shift further in the customer’s favor, organizations that don’t act soon are going to be further behind. In fact, Forrester Research recently wrote about the “Bad Reasons For NOT Having A Chief Customer Officer.”
To help in your quest to deliver a better customer experience, we have created a job description for a CCO to streamline your efforts.
If you see anything that you might change or add to the description, please let us know. We would love your feedback.
The ACME Corporation is seeking a highly experienced customer experience professional to fill a newly created Chief Customer Officer (CCO) position. This executive will provide a comprehensive and authoritative view of the customer and create corporate and customer strategy at the highest levels of the company to maximize customer acquisition, retention, and profitability.
Key responsibilities include, but are not limited to:
· Provide managerial oversight while implementing strategic focus and tactical direction to the sales, marketing, strategic alliances, market development, and customer support business units
· Drive profitable customer behavior through the creation of initiatives such as profitability segmentation, customer retention, customer loyalty, satisfaction, and improving the overall customer experience
· Design, orchestrate and improve customer experiences by ensuring consistency across all channels of customer interaction
· Identify customer pain points, define and monitor service standards, enable easy customer navigation across the organization and create new ways to enrich the buying experience
· Foster direct and meaningful relationships with customers, often times acting as a mediator between the customer and the corporation, especially when service shortfalls or special needs have surfaced
· Develop an overarching customer-centric corporate strategy with the ability to iteratively execute on smaller, manageable goals
· Serve as a liaison between the IT organization and the business units to ensure that systems and business processes are aligned on the customer experience
· Institute a formal process for capturing, analyzing and acting on customer feedback, including leveraging social media channels to better respond to customer needs/requests
· Create cross-functional customer service processes, resulting in a seamless hand-off from marketing to sales to service and support
· Educate, instill, and motivate a broader cultural desire across the corporation to focus on the customer, with the objective of consistently improving customer experience metrics
· Balances the C-suite and Board of Directors with their traditional focus on cost cutting and revenue-growth
· Cultivate meaningful mutually beneficial relationships with corporate partners / associations in order to deliver enhanced benefits to ACME customers, thus extending ACME’s own value proposition
· Ensure the company's PR and marketing message reflects the company's service delivery capabilities
Ideal criteria for selection includes, but is not limited to:
· Possess strong operational, marketing and financial background as well as political savvy to bear on critical customer-related issues
· Prior executive or VP level experience leading highly successful marketing, sales and customer service business units
· Proven ability to break down corporate and departmental barriers in order to pave new paths, which may often be in direct conflict with existing corporate culture
· Previous boardroom / shareholder experience with the ability to demonstrate tangible value to all stakeholders
· Highly skilled in building cohesive cross-functional teams
· Highly skilled in a variety of enterprise software tools including CRM, ERP, and POS systems, as well as Business Analytics software (business intelligence and predictive analytics)