During the last few years when looking at Customer Service and Experience, there hasn’t been a lot of innovation, creativity or ambition. However, the world of customer, the discipline, function and leadership in this space are all set for big and exciting shifts.
It is what led Martin Hill-Wilson to state recently “The contact centre is the source of the new CEO.”
With many other customer channels closed, customer contact has achieved a long-awaited seat at the table, no longer considered a cost to be rationalised, executives are realising the value not only for the customer, but for the business and brand as they benefit from the insight and data available to them about their company and future product and service direction.
Those organisations who want to become more customer-centric and truly engage their customers are realising significant change is required in their approach and organisational structure.
We are already seeing a serious rise in the appointment of Chief Customer Officer and Chief Experience Officer roles.
Not only are more boards creating these roles, we are also seeing a move in how these roles are structured and who is appointed to them.
Historically, where the role of a CCO, or CXO exists these have been led by a CMO, or Marketing professional, almost double the number of individuals from any other background (The Customer Director Report), with CX as a direct report. This is a structure the CX community has long believed is wrong.
Any CX leader worth their salt knows how damaging sales and or marketing strategies can be when not aligned to the customer experience delivered. This is why there are those companies who want to realise the benefits of being more customer focussed are starting to think differently with some already looking to proven Customer Experience and Customer Service Directors leaders who know what it is like to walk in the customers shoes for the role of a CCO or CXO but with marketing as their direct report.
What do you think, we would welcome your thoughts, please do comment on the article or you can get in touch with me directly at email@example.com
Michelle Ansell, is a Managing Partner at Douglas Jackson – a high-end retained executive search firm exclusively focused on customer, consumer centric, digital and data led business, delivering high performance, diverse, impactful leadership.