 OUR TAKE -
CCOs Sound Off
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A runner's creed: I will win; if I cannot win, I shall be second; if I cannot be second, I shall be third; if I cannot place at all, I shall still do my best.
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Ken Doherty
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When I wrote about the job title, "VP, Customers for Life," I suggested that many Chief Customer Officers (CCOs) should consider an update to their title and position plan. Many CCOs wrote in defense of their current responsibilities. Always one to offer all sides of the discussion, I share what others have to say.
"I am a CCO and I would never limit my title or scope to 'customers for life.' By doing so I would focus only on customer retention. Those of us doing the full CCO job are as responsible for customer acquisition as we are for customer retention. CCOs should be as focused on revenue growth as any other C title. The difference is that we are responsible for infusing the customers perspective and needs into business strategy and operations. CCOs doing the full job take what is learned from and about existing customers to help build more effective marketing and PR campaigns to bring new customers through the door. I think rather than invent a new title, we need to first truly understand and embrace what the function needs to be."
There are parts of this statement I applaud and others that are of concern to me. Tomorrow you will hear more from others.
Until then, share your take on the CCO versus VP, Customers for Life discussion.
Gary Lemke, Publisher
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