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Research Outline
Prepared for Sunghee H. | Delivered August 6, 2019
Chief Client Officer Goals and Priorities
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Goals
The goal is to gain a clear understanding of the goals and priorities of a Fortune 500 chief client officer (CCO).
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Early Findings
Overview
CCO's go by numerous names, including Chief Client Officers,
Chief Customer Officers
,
Chief Customer Service Officers
, and Member Experience among others.
Ten percent
of fortune 500 companies have CCOs.
Eight out of ten
customers are willing to pay for better service.
Typical Fortune 500 CCO goals and priorities include ...
The
Chief Customer Officer Council
defines the CCO as "an executive that provides the comprehensive and authoritative view of the customer and creates corporate and customer strategy at the highest levels of the company to maximize customer acquisition, retention, and profitability.”
The main focus of a CCO is to handle the responsibility of managing the
business' relationship
with its customers.
To this end, the CCO aims to
drive profitable customer behavior
. They do this by focusing on "initiatives such as profitability segmentation, customer retention, customer loyalty, satisfaction, and improving the customer experience."
Interacting with and motivating the
frontline employees
(call center and field technicians). Additionally, the CCO has a feedback system in place to understand issues facing these employees with the goal of solving problems that make the employees unhappy and thus improving productivity.
Another priority is to develop and centralize a
customer profile
to give a 360-degree view of the businesses customers. The goal is to understand the customer journey and measure satisfaction levels across all touchpoints.
A CCO aims to "
bring the customer to life
" by helping the others in C-level positions to really know their customer's needs and who they are in great detail.
CCO's should be looking to
include customers
in the creation/development process by allowing them to test new ideas and receive feedback.
An additional priorty of a CCO is to define and implement customer experience
measurement and reporting standards
. These standards offer valuable gimpses into what customers want from the business and show how the business can make the client's happy.
This data allows the CCO to
increase revenue
by knowing which customers to spend money on. Having a complete picture of the customer already in place makes this easier for everyone in the company.
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