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Monday, October 20, 2014

Is it time to hire a CCO?

While most of the marketing world is still fixated on the blurry lines that separate a CMO and CTO, a new role is emerging that may offer some clarification. Enter the Chief Customer Officer, the primary advocate for the end user and mediator on their behalf within the company.

According to a recent study by the CCO Council, "the chief customer officer is becoming a staple of modern business" and found that 22 percent of Fortune 200 companies have already adopted the role.

By its very existence, the CCO role demonstrates a significant change in the relationship between many companies and their customers.

First, it suggests companies know much more about their customers than ever before. Customer engagement programs, fueled by preference management, have collected vast amounts of information that help companies tailor experiences and personalize the customer journey.

Second, companies respect the rights and opinions of their customers. The very idea that customer would merit representation - in this case, a literal seat at the table - in company decision-making shows just how far some companies have gone to share ownership of the relationship.

If your company isn't ready for a CCO, think about the reasons why.

Not enough customer data to justify the position?

Not willing to share control of the relationship?

The arguments against a CCO may in fact reveal some shortcomings in your own engagement strategy.

About the Author: 
Rob Tate is the Director of Enterprise Sales at PossibleNOW.

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