the chief customer officer is not a customer advocate
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7/29/2019 The Chief Customer Officer is NOT a Customer Advocate
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2013 Predictive Consulting Group, Inc.All rights reserved. Reproduction prohibited.CHIEF CUSTOMER OFFICER COUNCILwww.ccocouncil.org | (978) 226-8675 Page 1
The Chief CustomerOfficer is NOT a
Customer Advocate
by Curtis N. Bingham
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7/29/2019 The Chief Customer Officer is NOT a Customer Advocate
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2013 Predictive Consulting Group, Inc.All rights reserved. Reproduction prohibited.CHIEF CUSTOMER OFFICER COUNCILwww.ccocouncil.org | (978) 226-8675 Page 2
The Chief Customer Officer is NOT a CustomerAdvocate
Curtis N. Bingham
Founder and Executive Director
Chief Customer Officer Council
CurtisBinghamistherecognizedauthorityonchiefcustomerofficersandthefirsttopromotethisroleasacatalyst
forcompetitiveadvantage.HeisthecreatoroftheCCORoadmap,agroundbreakingworkcontaining100+critical
strategiesessentialforcustomercentricity.Asaninternationalspeaker,author,andconsultant,Curtisispassionate
aboutcreatingcustomerstrategytosustainablygrowrevenue,profit,andloyalty.
Areyouacustomercomplaintofficer(CCO)?Orachiefcustomeradvocate?Ifso,youaredoingyour
companyandyourcustomersadisservice.
Manypeoplebelievetheprimaryroleofthechiefcustomerofficer(CCO)istobeacustomeradvocate,
orperhapsevenacustomercomplaintofficer(CCO),dedicatedtosolvingcustomerproblems.Nothing
couldbemoredamagingtotheCCOortheorganizationthanthisperception.Acustomeradvocatetitle
implies the executive will always side with customers, regardless of the business impact. Effective
handling of customer complaints is a criticalprocesswithin theorganization, but if theCCOownsit
exclusively,itinvitesthewholesaleabdicationtotheCCOofallcustomerresponsibility.Therearethree
reasonswhyaCCOisnotacomplaintofficeroradvocate.
Firstofall,customersaresimplynotalwaysright,nomatterwhatpopularliteraturemightadvocate.If
customershadtheirwayeveryproduct,service,orinteractionwouldperfectlymeetalltheirneedsfor
free.Inoureffortstopacifycustomers,wevetrainedthemtocomplainandgetacredit.Iftheyaskfor
it, well give thema coupon. Lets face it: were not in the businessof continually giving away our
productsorservicesforfree.Todosowouldbefoolish&irresponsibletoourshareholders,employees,
andultimately,ourcustomers.SometimesthemostvaluablethingtheCCOcandoforthebusiness(and
forthecustomer)isgracefullysaytoacustomer,No.
Secondly, theCCOrole is somuchmore thancomplaints andadvocacy. Executivesmake trade-offs.
Underlings blindly champion causes, irrespective of the consequences. An effective chief customer
officersprimarydutyistohelptheorganizationdriveprofitable,customer-centricgrowthbybalancing
current&futurecustomerneedswithbusinessobjectives.Todoso,theCCOhastohavenotonlyanintimateunderstandingofcustomersneeds,wants,anddesires,butalsothestrategicprioritiesofthe
business.Understandingwhich,theCCOcanmakethestrategictradeoffsrequiredtobalancelong-term
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2013 Predictive Consulting Group, Inc.All rights reserved. Reproduction prohibited.CHIEF CUSTOMER OFFICER COUNCILwww.ccocouncil.org | (978) 226-8675 Page 3
customervaluewithshort-termcosts.Toachievethesegoals,theCCOmustbeinvolvedinstrategy,
cultureimprovement,customerprioritization,retention,acquisition,andeveninnovation.
Third, the CCO must inject the customer perspective into executive discussions so every strategic
decisionanswersthequestion,whatistheimpactonthecustomer?Iftheimpactispositive,leverage
it.Customerscantappreciatewhattheyarentawareof.Iftheimpactisnegative,findwaystomitigate
it. For JetBlue, on-time departure was the key driver of customer satisfaction. Yet to fix
airport/traffic/weatherdelayswasprohibitiveorimpossible.Theyfoundthathavingthepilotcomeout
ofthecockpitandaddress thepassengerscausedsatisfactionscorestonearlycompletelyreboundto
thoseofon-timedepartures.
TobeaneffectiveCCO,youmustremainstrategic.Complaintsareeveryonesjob.Setup closed-loop
issueresolutionprocessesandhelptheexpertsretainownershipofcorrectingandpreventingfurther
complaints.Balancecustomerneedswithbusinessneedsasapeeroftheexecutiveteam.*
*Copyright Notice:All content contained in this article is copyright protected material. Reproduction, in whole or in
part, in any form or medium, without the express written permission of the Chief Customer Officer Council is strictlyprohibited.
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2013 Predictive Consulting Group, Inc.All rights reserved. Reproduction prohibited.CHIEF CUSTOMER OFFICER COUNCILwww.ccocouncil.org | (978) 226-8675 Page 4
About CURTIS N. BINGHAMAsExecutiveDirectoroftheChiefCustomerOfficerCouncil,CurtisBinghamis
therecognizedauthorityonchiefcustomerofficersandthefirsttopromotethis
role as a catalyst for competitive advantage. He is the creator of the CCO
Roadmap,agroundbreakingworkcontaining100+criticalstrategiesessentialfor
customercentricity.Asaninternationalspeaker,author,andconsultant,Curtisis
passionateaboutcreatingcustomerstrategytosustainablygrowrevenue,profit,
andloyalty.
About THE CHIEF CUSTOMER OFFICER COUNCIL
TheCCOCouncilisapowerfulandintimategatheringoftheworlds
leading customer executives from widely diverse industries.The
Councilhelpsexecutivesachieveobjectivesfasterandmoreeasilyby
leveragingbest practices. Ithelps validateand refine strategiesand
initiativestoavoidexperimentingatcustomerexpense.Membership
isbyinvitationonly,andpurposefullycross-pollinatedwiththemost
forward-thinkingcompanies,largeandsmall,soastohelpcustomer
executivesdeliversolid,customer-centricbusiness results. Formore
information,emailinfo@ccocouncil.orgorcall978-226-8675.
Jointheconversation
www.ccocouncil.org
PowerfulInfluenceonCustomerCentricity AuthorityisthecurrencyoftheC-
Suite.GreaterAuthoritymeansgreaterabilitytoinfluencetheorganizationto
takeadesiredaction.Sohowdoyouincreaseyourauthorityandbetterusethe
authoritythatsbeengrantedtoyou?Howcanyoubuildstrongerrelationships
and demonstrate and communicateresults? InthisBinghamAdvisory, youll
not only learn about the three types of chief customer officer authority:
Positional,BorrowedandEarned,you'llalsolearnfivewaystoborrowandfour
waystoearngreaterauthority,withspecificexamplesofeach.
Downloadyourfreecopytodayatwww.ccocouncil.org/thebinghamadvisory/
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