Chief Customer Officer 2.0 by Jeanne Bliss

Author:Jeanne Bliss
Language: eng
Format: epub
ISBN: 9781119047643
Publisher: Wiley
Published: 2015-06-22T00:00:00+00:00

Leadership Shift Required

Conversations and focus on customers are frequently tied to the cycle of survey results. Presentations of the scores and score analysis drive a flurry of debate and project plans. This is followed by a steep decline in conversations about customers in the periods between survey results. Focus on customers starts up again with the next round of survey results. Sound familiar?

This staccato focus on customers randomizes and exhausts people. It embeds the score-chasing mentality and allows attention to customers' lives to lapse for long stretches of time in between survey result presentations. Most important, leadership messaging on customer-centric efforts is inconsistent, as they often spike around score time but then revert to business as usual.

There must be a shift to break this cycle. Leaders should want to traverse the customer journey on a monthly basis to understand the real-time emerging issues. They should keep their focus on earning customer asset growth by receiving and experiencing a multidimensional story told to them of the customers' lives. Conversations about customers should extend beyond the time when the survey is fielded and the results are reported.

With this, competency leaders and the organization will become personally involved in understanding customers' lives as a constantly refreshing source of information organized by journey stage. They will be able to more simply understand customers' lives not only through data, but also experientially and with a connection to customer behavior and growth. That common path will galvanize leaders to focus on the few key areas of improvement to earn the right to customer-driven growth.

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