Do You Need a CCO?

Companies are becoming more customer-focused. They have started to understand that the customer is more than simply a method of generating revenue – a customer is a part of your business, and one that dictates where your company should be headed if it hopes to compete in the economy. Many businesses have used tools, like customer satisfaction research, to try to gauge the needs of the customers.

Some businesses have taken it a step further, creating positions on staff dedicated to evaluating and addressing customer needs. Some businesses have taken it even further. They have created a management position known as a "Chief Customer Officer" whose goal it is to manage the customer/business relationship.

Chief Customer Officer, aka CCO, is a relatively new position in businesses across the country. While each company handles the role of the CCO differently, the position resides over whatever the company has put into place as it relates to the customer experience: Customer service strategies Customer research Sales and marketing techniques. Factors that relate to the customer experience Not every company may be utilizing the tools.

For example, at software companies the CCO may be in charge of the entire user interface, while at a retail shop the CCO may be in charge of customer service and store layout. Because the role is new, aspects of the role may also evolve as more tasks arise. Since there is no formal training program for Chief Customer Officers, many CCO positions are borne directly from an internal need from management of customer relationships.

Many companies use a CCO as the voice of the customer itself, dictating decisions based on customer needs and representing the customer within the board of directors rather than simply being a management role. Others consider it a position of leadership – one that is in charge of the tasks related to customer relationships, but not necessarily the voice of the customer. The Chief Customer Officer Counsel has been working to address the ambiguity of the role, but overall the purpose of the position is to ensure that customer needs are cared for within your company.

Companies that have adopted CCOs are quickly finding that their revenues are increasing and their organization is becoming most customer focused – two important strategies for long term success. If creating a customer focused organization is in your future, developing a CCO position (or finding someone that can take on the early tasks) may be in your best interests.