The document discusses the role of the Chief Customer Officer (CCO), a senior executive role that focuses on delivering excellent customer experiences and driving customer-centric strategy across an organization. It provides examples of how three companies - USAA, Oracle, and Nationwide - established CCO roles to transform their cultures and increase customer retention, satisfaction, and advocacy. The CCO is responsible for understanding customers, linking customer-facing teams, and overseeing strategic plans to improve experiences and profitability.

1. The Chief Customer Officer
A key voice and critical role
expands into the C-Suite

2. DEFINING THE CHIEF CUSTOMER OFFICER
SENIOR EXECUTIVE AND STRATEGIST
– Enables a company to deliver consistent, repeatable, exemplary customer
experiences
– Drives profitable customer strategy across the entire company to increase retention,
revenue expansion, new customer acquisition and customer and company
profitability
– Establishes credibility through past performance and future vision
TRANSOFRMATION LEADER
– Creates a customer-centric culture across the organization
– Offers a depth and breadth of experience across business functions including Sales,
Marketing, Service and Operations
– Provides organizational transformation and employee engagement that disrupts
chronic service issues, drives customer profitability and establishes competitive
advantage
C-SUITE EXECUTIVE REPORTING DIRECTLY TO THE CEO
1.

3. REASONS TO HIRE A CCO
COMPETITIVE ADVANTAGE
– Focused, strategic, customer experience planning
– Customer-centric culture to drive business performance and profitability
– Creates a superior customer experience across the entire organization
RESOLUTION OF CHRONIC SERVICE ISSUES
– Address root cause issues to eliminate customer defection
– Customer-facing process re-engineered to simplify the service experience
– Keep and improve relationships with current customers
HIGHER CUSTOMER RETENTION
– Build high quality, long-lasting customer relationships
– Create happy, loyal customers who engage more deeply with the company, stay
longer and purchase more products and services
2.

4. CCO SUCCESS STORY #1
USAA
USAA EXECUTIVE VP, CUSTOMER EXPERIENCE WAYNE PEACOCK
A CCO CREATES AND MAINTAINS
• A corporate strategy that aims to build a “relationship company” to stand apart in a
highly commoditized market
• A community of engaged employees
• Loyal customers who are advocates
RESULT
USAA’s year over year customer retention is 97 – 98%
Click here to see Wayne discussing customer service at USAA
3.

5. ROLE OF THE CHIEF CUSTOMER OFFICER
UNDERSTANDS HOLISTIC VIEW OF CUSTOMERS TO:
– Leverage customer feedback and make desired change
– Provide innovative products and services
DRIVES COMPANY-WIDE CUSTOMER STRATEGY TO:
– Increase retention, expand revenue and grow new customer acquisition
– Increase profitability
OVERSEES AND LINKS DISPARATE FUNCTIONAL GROUPS TO:
– Deliver the brand promise
– Maximize customer and company value
– Simplify the customer experience
DEFINES AND DEMONSTRATES COMPANY-WIDE CUSTOMER VALUE & PROFITABILITY
CREATES A CUSTOMER-CENTRIC CULTURE THAT:
– Emphasizes customer awareness
– Creates accountability
– Integrates the customer experience into all policies, processes and technology
4.

6. CCO SUCCESS STORY #2
ORACLE
ORACLE SVP & CHIEF CUSTOMER OFFICER JEB DASTEEL
ELEMENTS OF A CUSTOMER-ORIENTED CORPORATE CULTURE
• Aspire to be viewed as a trusted long-term partner to customers
• Use customer feedback to drive cross-functional service strategies and enhance
product development
• Maintain an overriding goal of loyal customers who are advocates
RESULT
Through a string of 55 acquisitions, Oracle achieved nearly 100%
customer retention
Click here to see Jeb discussing his work at Oracle
5.

7. CCO SUCCESS INDICATORS
MEASURABLE AND INCREASED CUSTOMER PROFITABILITY
CLEARLY DEFINED CUSTOMER EXPERIENCE STRATEGY
A FOCUSED CHANGE AGENDA
CUSTOMER-CENTRIC CORPORATE CULTURE TRANSFORMATION
STRONG COLLABORATION AND INFLUENCE WITH ALL C-LEVEL PEERS
HIGH EMPLOYEE ENGAGEMENT AND EMPOWERMENT
LINKED END-TO-END CUSTOMER-FACING PROCESS ACROSS THE ORGANIZATION
SIMPLIFIED SERVICE EXPERIENCE FOR CUSTOMERS
CLEARLY UNDERSTOOD AND ACTED-UPON VOICE OF THE CUSTOMER
6.

8. CCO SUCCESS STORY #3
NATIONWIDE
NATIONWIDE VP & CHIEF CUSTOMER ADVOCATE JASMINE Green
KEY ELEMENTS OF NATIONWIDE’S CUSTOMER-CENTRIC MODEL
• A focus on meeting the needs of customers through many different channels—not only
external customers but also employees, agents and producers
• Customer centricity embedded into the corporate culture with a top-down, bottom up
approach
• Collaboration with all of business units
• An understanding that customer service is a fluid process to meet changing needs of
changing customers
• Telling the story and sharing specific examples is crucial to growing business
Click here to read an interview with Jasmine
7.

9. A MESSAGE FROM LORI CARR
I’m excited to see the Chief Customer Officer emerge, expand
and finally arrive in the C-suite where it belongs to champion
the customer experience… which has always been key to
retaining, expanding and acquiring profitable revenue.
Having been responsible for leadership, strategy and change
within customer service and sales organizations in medium and
large size firms for my entire career, I’m delighted to share my
experience with you!
8.

10. YOU HAVE QUESTIONS. WE HAVE ANSWERS.
You CAN grow market share and revenue by implementing a
customer-centric culture.
Call today to schedule a complimentary
30-minute service strategy consultation with
LCA’s President Lori Carr
+1 617.879.0793
lori@loricarrassociates.com
9.

11. ADDENDUM: ADDITIONAL RESOURCES
• Lori Carr & Associates
• Chief Customer Officer Council
•
Forrester Research
•
The Customer Experience Exchange
10.