OUR TAKE - How Others Look at the CCO



Lasting Impressions: Deliberate often -- decide once. - Latin Proverb

We have recently used this column to discuss the role and responsibility of the Chief Customer Officer (CCO). And it has been great to hear from people who have this title on their business card. See CCOs Sound Off.

And it is good to hear how others view the job of the CCO. One CRMAdvocate reader wrote, "CCO? It's a marketing position. It is the person you can send in with a box of tissues to have a good cry with the customer when things go wrong. Organizations have had them at different levels for many years I always thought of them as crisis managers. I guess for very big problems, a C level position can be used as an executive shield for the CEO."

This response is representative of many feelings from other readers who feel the CCO is often a reactive position when things goes wrong - something akin to a lightening rod for customer complaints.

To be sure, there are many CCOs who lament that their position has become the de facto complaint department. More on that in the next edition. That's my take. Do you agree? What's your take?

Gary Lemke, Publisher

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