New Kid on C-Suite Block: Chief Customer Officer

Is the newest member of the C-suite for corporations destined to be CCO, Chief Customer Officer? Adding a CCO to the executive suite follows the advent of CMOs (Chief Marketing Officers) about 10 years ago. CMOs give marketers a louder voice in organizations, but they are often under immense pressure to deliver results. The average tenure of a CMO is just under two years. Much like the high paid coach whose team struggles to win, CMOs are an easy target for replacement if market performance is not up to expectations.

So, will a similar fate befall CCOs? Or, will their role as chief advocate and voice for customers make them too valuable to replace? Skeptics might wonder why CCOs are needed at all; businesses have survived to this point without the position. The answer to why CCOs are needed could be that customers have a more powerful voice than ever before. They communicate on blogs, social networks, and post videos for all to see. This power can be destructive if consumers are using their empowered voices to criticize a company or promote one of its competitors. Engaging customers and proactively monitoring their needs, opinions, and attitudes is a must in today’s environment.

C-level positions tend to focus on functional areas in an organization. Why not have a C-level person who focuses on one of a company’s most important assets: its relationships with customers.

Link: 1 to 1 Weekly – “The Chief Customer Officer: A Potential Powerhouse?”

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 27 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.