Curtis Bingham

Engagement: The Key Metric for the Future

Customer engagement is properly defined as: The extent of a customer's willingness to invest his/her discretionary time with a company for mutual benefit. For a description of the measurement of customer engagement and a discussion of engagement's two key components, see The Bingham Advisory: The...

Seven Strategies to Streamline Customer Centric Culture Change [Part two of a two-part series*]

In this week's blog post, I share four more strategies for making customer centric culture change less painful and more successful for your organization: enlisting and leveraging heroes and allies; hiring for cultural fit; using education and training; and involving your customers. Create Allies and...

Seven Strategies to Streamline Customer-Centric Culture Change (Part one of a two-part series)

A single, disgruntled employee can sabotage the work of hundreds, even thousands, in a single destructive customer interaction. An uninformed policy change can destroy loyalty in a heartbeat. Successful chief customer officers recognize that efforts to improve customer experience are meaningless without a considered...

The CCO Dashboard [Part two of a two-part series*]

In this second of two blog posts, I discuss the final three out of seven measurements that should be on every CCO's dashboard, in addition to the potential metrics for each of these areas. Depth and breadth of customer centricity as part of the culture…

The CCO Dashboard [Part one of a two-part series*]

There are seven measurements that should be on every CCO's dashboard. I cover four in this blog post and the remaining three in next week's blog post. First, an important word about metrics. Because these metrics represent "proxy" measures for revenue and profitability, securing buy-in...

Internal Customers Are Not Customers at All

I recently had a conversation with an executive wherein he suggested that a large part of his focus was in helping employees better serve their "internal customers." But the concept of "internal customers" is a logical fallacy that focuses attention inwards on policy and...

Social Media Has Thrown Companies Back to the Dark Ages

The advent of social media has thrown companies back to the Dark Ages. Customers have taken to the streets, complaining about anything and everything. Forward momentum has ground to a halt as companies spend an inordinate amount of time scouring social media sites, trying...

Will you allow your customers to trash your brand?

Let's face it. The customer is not always right. And persisting in this belief can have consequences. Sometimes, the best thing you can do for a customer is to gently and politely tell them, "No." Airbus, one of the world's largest jet manufacturers, is...

Assess the Scene

Over the past number of years I've taken my wife and three teenage children on extended backpacking trips. Well aware of the risk of injury in the wilderness, I attended a wilderness first aid course. One key principle was drilled into me over and...

The New Silver Bullet for Growth and Customer Loyalty

If you want to grow your business while simultaneously increasing customer loyalty, the chief customer officer (CCO) might just be the silver bullet you are looking for. The CEO is uniquely responsible for shareholder return, the COO for cost-efficiency, the CFO for the company's...

Customer Experience Director Is the Wrong Place to Start

Someone recently asked, "Is it time to hire a director of customer experience, or a chief customer officer?" The question suggests a certain naïveté as it implies that there might be a progression from the need for a customer experience director to the need...

Using Data to Prove Your Value

It's a challenge for the CCO, as well as any loyalty executive, to prove value and get it right in the first two years, much less the first. Even though 67% of companies with CCOs outperformed their industry and markets in 2010, it is...

Gaining Critical Insight to Grow Your Business

Most companies have only two communications channels with customers: sales and complaints. Both of these are important: companies need to sell and customers need ways to seek redress. But neither tells a company what customers need in order to be successful. To ensure success,...

All Customer Feedback is NOT Created Equal

Customer feedback is a gift-especially from disgruntled customers, because they represent customers that care enough to tell you what they really think rather than being frustratingly neutral in all of your surveys or worse, not responding at all. So, how do you take advantage of...

The Seven Greatest Challenges in Establishing Strategic Customer Centricity Metrics

I'll never forget sitting in a car dealership, waiting to sign paperwork for a new car. I saw a sign posted prominently on the wall that read, "Give us a 10! If you can give us a "10" we would love to have you...

Five Ways CCOs Can Save Innovation

Innovation failure rates are abysmal, ranging from 60-96%. The most successful innovations directly involve customers in the articulation, design, implementation, testing, and launch. Customer centric innovation the development of value through solutions that meet real customer needs in new ways. This can include different...

How wrong can a CEO be?

In a recent Wall Street Journal article Carnival Cruise Line's recently replaced CEO and current Chairman of the Board, Micky Arison, talked about Carnival Cruise Line's difficult road to recovery. If you recall, the Carnival Triumph suffered from an engine room fire, leaving more...

How to win a customer for life–for only $12

I recently had a problem with a headset purchased nearly a year ago from Headsets.com. The automatically adjusting speaker volume resulted in numerous aborted calls. When I called to complain the rep said, "Mr. Bingham, your headset is just barely out of warranty." I...

Loyalty is Dead. Long Live Engagement

Customer loyalty is dead. Long live customer engagement. Loyalty is an emotion notoriously difficult to measure, typically only by proxy, such as via surveys that capture the stated intention to recommend or repurchase. But it is tricky at best to overlay stated intent on...

Has social media grown up enough to prove its own value?

This past March was published one of the very first quantitative analyses that I'm aware of that correlated the effect of customer engagement via social media with the firm's bottom line. In the article entitled, "The effect of customers' social media participation on customer...

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