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Is it time for organizations to look at a new role at CXO level - Chief Customer Officer?
Hi All,
After working under CRM area for some time and right now focusing on the next wave - Social CRM, I have learned that there is not a single stakeholder who we can go and discuss about the customers. It is very much distributed with talking to be done at CIOs and CMOs level. But here too, we know how marketing, sales and service have lot of internal issues with everyone looking at customer and organization from their perspective.
So, I have envisioned a new role that is much more holistic and always look at it from customer's view. do you think such role can help in better value an organization can bring to the customers as well as to the business.
Will use inputs from here and turn it into a blog post. Looking forward for some good points.
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2 Answers
I think Chris is on track. Personally, I don't think it's realistic to invent CXO level jobs every time something changes in the business. These people report to the CEO who needs a streamlined organization if he or she is going to keep riding the metaphorical tiger. As an alternative, I am partial to satisfying the essence of your idea by asking if we can in some ways reorganize the existing jobs to ensure customers get taken care of properly.
The CIO has information and its infrastructure to manage.
The CSO deals with sales but this role is being forced into closer cooperation with the CMO for many reasons
The CMO has historically been responsible for outbound messaging but many organizations also rely on the CMO to gather customer input about products and needs to feed to product development.
Also, don't forget about the head of service -- whatever you call that person.
I think some combination of the head of service and the head of marketing is where the job responsibilities you mention need to exist.
The CMO and Service Czar are both involved with capturing customer input and formulating outbound responses either in the form of products or messaging. New social media have their points of origin with these people and their work products inside the organization include providing reliable market information to the rest of the departments. So my vote is to house the responsibilities in marketing and service and don't be afraid of changing the job descriptions. That's been done many times.
The problem with such a role is that it overlaps the roles of Sales, Marketing & Customer Service - all of which are well-defined and well-understood. I do not believe that there is significant value to be gained from a 'single stakeholder' and that there are many risks inherent in creating such a role, in particular organizational confusion and conflict.
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