Curtis Bingham

The Impact of the Chief Customer Officer, Part II

Last week, I described recent research conducted by the CCO Council into the impact of the chief customer officer on company financials. This week, I discuss the findings in detail and provide recommendations for managing them. 1. Customer Centricity is a two-year investment Developing and…

The Impact of the Chief Customer Officer, Part I

Today's customers require access to a company's offerings through many forms of media in order to meet their preferences and lifestyles. Furthermore, they also require a consistent customer experience across these channels since they can easily choose to change vendors if they do not...

WHEN Do You Need a Chief Customer Officer?

I am often approached by senior level executives and asked whether their company really needs a chief customer officer. Their idea seems to be that some companies need a CCO and some don't. My answer is often in the form of a correction. Hiring...

The Six Components to Customer Engagement Strategy

Customer engagement needs to be a disciplined strategy with ownership, accountability, broad reach, goals, accountability, measures, and a marketing plan of its own to communicate with employees, customers, and other stakeholders. Here are six essential components to a successful customer engagement strategy: PurposeIn order to...

Three Steps to Manage Customer Crises

Customer crises strike without warning, and the chief customer officer must act swiftly and decisively to address root causes and begin rebuilding damaged customer relationships. Over my years of experience working with scores of chief customer officers, I've found three steps that are crucial...

Who Cares Whether the CCO Tweets?

Now that “tweet” has become a verb, it seems that everyone has a Twitter, Facebook, Google+, and any other alphabet soup social media account. And rabid social media “experts” are calling for every C-level executive to embrace social media as part of their “new...

Measuring ROI of Customer Centricity-Changes in Customer Value

Customer executives are regularly challenged to prove the value of their initiatives. To demonstrate value, executives must speak the language of business so as to allow business leaders to make comparisons and tradeoffs. Executives are primarily interested in increasing revenue, decreasing costs, and mitigating...

Measuring ROI of Customer Centricity-Historical Correlations

A common challenge of chief customer officers and other customer executives is the need to prove the ROI of customer centricity. For better or for worse, business executives are primarily interested in increasing revenue, decreasing costs, and mitigating risk. To effectively demonstrate value, customer...

How to Shape Customer Behavior?

Google and Microsoft took what initially appeared to be an innovative path to decrease residential energy consumption. Believing that customer's decisions to conserve electricity were impeded solely by the lack of easily-understood, real-time consumption information unobtainable via paper utility bills, both created web-based analytics...

2014 CCO Tenure Study Preview

I'm putting the finishing touches on the CCO Council 2014 Tenure Study and am excited to share a sneak preview. For the last four years, I have examined the role of the Chief Customer Officer to understand the context within which CCOs are functioning...

The Tweet Heard ‘Round the World

Reflect back with me to April 19, 1775...    With the might of the British Empire behind them, the British infantry believed it was utterly invincible. Imagine its surprise when it became surrounded by the Minute Men and later, many more of the American colonists.…

Key Characteristics of the Successful CCO

Where does your company stand on customers? Does the voice of the customer make its way up the executive level and influence strategic direction? Have you determined that you need a C-Level position dedicated to creating a customer experience and driving customer strategy throughout...

Critical Success Factors for Chief Customer Officers

CCO tenure often falls casualty to the "Results right now!" syndrome that ignores a critical fact: like great wine, strong relationships take time to develop and grow more profitable with age. Many of these relationships cannot take root without a strategic plan to transmit...

Six Key Challenges for the Chief Customer Officer

The CCO Council identified six of the greatest challenges CCOs face and recommends the following approaches to overcoming them.  1. Customer centricity is not widely viewed as a strategic imperative and the CCO's contribution to this imperative is poorly defined. As a result, CCOs spend...

Four Ways to Increase Earned Authority

Positional Authority doesn't change. Borrowed Authority may have a limited lifespan. The remaining Authority - Earned Authority - is gained through a sustained history of delivering positive, visible results for customers that also benefit the business; and by proving to other executives the business...

Five Ways to Increase Borrowed Authority

Borrowed Authority is that which is borrowed from others with greater influence. It is best gained through the strong, vocal, and very visible support of the CEO. The more prominently the CEO advocates for the CCO and reinforces customer-centric imperatives, the ber the halo-effect...

Innovation Must Begin with Customers

The new reality is that innovation must start with customers. To effectively leverage innovation to fuel customer-centric growth, companies need to do three things: Develop and regularly refresh an extraordinarily deep understanding of customers’ needs, wants, desires, and attitudes regarding their products, services, and the...

Customer Engagement Models: Riot Games

Many companies today have developed paths to greater engagement and greater profitability through recruiting the involvement of their customers. To restate the definition of engagement: it is the extent of a customer's willingness to invest his/her discretionary time for a mutual benefit, and particularly...

Customer Engagement Models: Oracle

Oracle has hundreds of thousands of customers and dozens of customer programs. It measures customer engagement of its biggest accounts on an account-by-account basis. The company focuses on those top accounts that, combined, contribute the clear majority of Oracle’s annual revenue. The company has...

Customer Engagement Models: MetLife

Many companies today have developed paths to greater engagement and greater profitability through recruiting the involvement of their customers. To restate the definition of engagement: it is the extent of a customer's willingness to invest his/her discretionary time for a mutual benefit, and particularly...

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