Although the Chief Customer Officer (CCO) is a fairly recent development in terms of a C-Suite position within most companies, there are key characteristics that are essential for the person in the role to be successful.
To complicate matters for the company in assigning the right candidate to the role, the diverse arrangement of skills required to be a successful CCO are generally not found in-house in a multi-national as it requires an array of varied, and sometimes uncommon situations and environments, that your customers encounters in dealing with your company.
Not only is the understanding of the organisation and recognising how it works across all departments (Corporate Strategy, Marketing, Operations, IT, Legal, HR, Sales, Finance, etc.); but a deep understanding of how those different departments interact with each other, and how all those elements drive the company forward is critical for its success.
Additionally, you have to consider and add in the elements of developing an effective customer-centric culture – both internally – for example, from the perspective of the employees and if/how they empowered in dealing with your customers (Employee Engagement); as well as external facing behaviours to truly connect with your customers — effectively not only rolling them out across the company but ingraining them within the DNA of the company.
They involve looking at a number of areas including strategy, culture, core behaviours, leadership capabilities, processes, support tools, and metrics.
Organisations have started to try to implement ways to measure the effectiveness of their customer strategy (if they have started down the path.) For example, execution or revisions of Net Promoter® score (NPS®) is an existing key metric within large organisations for measuring customer experience. The problem is that NPS will attempt to tell you (in a somewhat limited scope) how you are performing as a company – but not how to fix the apparent (and not so apparent) problems.
A key fundamental aspect in terms of capturing the proper CX strategy is to have a deep knowledge of the digital sphere and all that it encapsulates (including mobile technologies, social media, web, etc.) – this is decisively significant for the simple fact that not only is it the main method that you communicate to your customer, but further threefold importance:
- It is the core channel that a majority of customers now choose to communicate their views back to you — providing multiple points of feedback that should be fed back across the organisation.
- Customers now use the digital channel to communicate with other potential customers directly — leaving you out of the direct messaging loop.
- Of the massive amount of information that can (and should be) collected and disseminated across the organisation, a vast majority of it will come across the digital channel. One of the many collection practices has been dubbed “Big Data”…and let’s now talk it a bit more