AS A CHANGE AGENT INSIDE THE COMPANY, THE CHIEF CUSTOMER OFFICER PERFORMS FOUR SPECIFIC FUNCTIONS:
- 1. Establishes metrics for defining the relationship with customers
partners: Usually finance and marketing for guerrilla metrics; Issue trendingrequires engagement and alignment with all functional vice presidents
Guerrilla metrics; simple metrics to manage customers as an asset.Voice of the Customer competency development.Real-time issue trending and tracking (such as complaints).Corralling all the surveys and uniting a company-wide approach.Optimizing for “listening” pipe opportunities, web, social media, field, etc.Create a united platform for understanding and taking action.
- 2.INFLUENCES CROSS-COMPANY AGREEMENT ON HOW TO DELIVER GREATEST VALUE TO CUSTOMERS
Partners: Marketing and finance (And sales, depending on the organization)
Define what customers value – how to determine the differentiating experience to be delivered.Determine what customers to invest in.Decide where to make investment decisions, that is, the highest-impact contacts and efforts.Create a common language set and definitions for the customer experience.
- 3. IN PARTNERSHIP WITH LEADERS, DRIVES ACCOUNTABILITY THROUGH CROSS-COMPANY DATA AND METRICS
Partners: The chief executive and all functional vice presidents
Facilitate the development of the accountability action chain, establishing the approaches and implementation of research to understand customer loyalty and return on investment (ROI).Work with leaders to identify baseline metrics for tracking interaction with customers.Drive tracking and reporting to get to reliability in key interactions.Lead the accountability forums – when to meet with whom to drive accountability.Work with leaders on messages, reinforcing, recommendations for recognition, and driving the culture change forward.
- 4. CLARIFIES A COMMON APPROACH AND PROCESS FOR DRIVING THE WORK ACROSS THE ORGANIZATION
Partners: All of the functional vice presidents
Identify operational accountability cross-functional alliances.Facilitate working together across the silos instead of separately within them.Instill the discipline of process change and change management into the organization.