Although the Chief Marketing Officer role will never be obsolete, the Chief Customer Officer’s status will only grow as the market continues to be shaped by the customer experience. Businesses are more likely to build the crucial foundation of trust necessary to transition to zero-party data in the rapidly changing data environment if they can engage with customers on a human level.
Over recent years, the increase in customer demands and expectations has opened up new opportunities for the Chief Customer Officer (CCO) role. As champions of success as seen through the eyes of the customer, CCOs have the power to change strategies and KPIs to support that cause. While traditional marketing data will always be valuable in terms of analytics, it typically only depicts a relatively small portion of the whole picture.
To have a deep qualitative understanding of what customers truly care about and how that relates to business KPIs, brands must look beyond the numbers, ask the appropriate questions, and actively listen to their customers. In fact, the CCO position has been added to the leadership rungs of many of the biggest brands in the world.
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How the CCO Implements Customer Centricity
Many businesses are aware that maintaining and growing their consumer base is essential. The challenging part is how to carry out a strategy to comprehend and meet consumer goals. This is when the CCO role begins to manifest. The primary responsibility of a CCO is to steer enterprises toward best practices for achieving customer-centricity by educating, preparing, and streamlining them.
Four crucial goals are involved in customer experience, and it is up to the chief customer officer to lead the charge.
Using CPIs to Enable KPIs
Customer Performance Indicators (CPIs) are modern metrics that monitor the objectives that customers want to achieve when doing business with a company. They focus on how businesses can help consumers more effectively achieve their more human-centered objectives as they engage with and utilize a brand’s service or a product.
Managing Cultural Change
Careful navigation of organizational structures and current relationships is necessary to position a CCO for success within the leadership team. The CCO will enable frontline employees to engage with customers and connect cross-functional teams, putting customers at the center of decision-making.
Balancing External and Internal Aspects
Organizational obstacles often cause customer-centric projects to falter. To identify any gaps in the employee experience that might impact the ultimate customer experience, the CCO assesses internal employee engagement. Investing in internal mechanisms, such as employee engagement, is a sign of success with external clients.
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Putting Long-Term Growth First
The formulation of the long-term strategy and the execution of short-term metrics to show progress along the way are necessary for accurately analysing gains. This can manifest in the form of a comprehensive set of CPIs to measure how well a company is performing in terms of achieving customer goals and training employees to support and act on that customer-centric vision.
The Qualities of an Effective CCO
CCOs drive a brand’s customer-centric strategy. They need to set the vision, enforce it, and hold their team accountable for their contributions to the creation of the customer strategy.
Creating harmony within a company’s customer-centric ecosystem extends well beyond the apparent team members and into other less obvious functional areas like human resources, finance, and product development, to name a few. CCOs are relationship-builders who can mobilize an organization’s workforce toward the shared objective of developing reciprocal, mutually beneficial relationships between customers and the brand. Effective CCOs are connectors and educators who instil a sense of higher purpose in brands and employees.
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