Chief Customer Officer 2.0: How to Build Your Customer–Driven Growth Engine

Praise for
CHIEF CUSTOMER OFFICER 2.O

"If Jeanne Bliss hadn′t written her first book, I wouldn′t be in the role I have today. Now, ten years later, she continues to provide leading guidance for Chief Customer Officers."
Jeb Dasteel, Senior Vice President and Chief Customer Officer, Oracle

"It′s really very simple: Anyone in business should be thinking about customers, and anyone thinking about customers should be reading Jeanne Bliss."
Don Peppers, Founding Partner, Peppers & Rogers Group

"No one knows more about the Customer Experience Leadership Role than Jeanne Bliss. Buy this book to jump–start your learning, get traction and transform your business."
Scott Dille, Senior Vice President and Director of Client and Employee Experience at Northern Trust

"Chief Customer Officer 2.0 is our new handbook for evolving our organization to earn customer–driven growth."
Claire Burns, Chief Customer Officer, MetLife

"Jeanne Bliss′ Five Leadership Competencies in this book aligned our leadership team, and gave us a roadmap for improving our customer experiences."
Pat Meyer, President and CEO, Pella Windows

"Jeanne Bliss′ real–world experience is a gift to Chief Customer Officers – she brings a practical understanding to the aspiration of leading an organization toward customer–centricity."
Jo Taylor, Chief Customer Officer, Vice President, Global Market Research, Eli Lilly and Company

1 Chief Customer Officer Role Clarity

5 Leadership Competencies to build your customer–driven growth engine

The 5 Customer Leadership Competencies

The 5 Competencies Build Your Customer–Driven Growth Engine

The Five Competencies Connect To Tell the Story of Customers Lives

You Can Stage the Competencies to Meet Your Timing And Priorities

The 5 Competencies Answer The Question:  What Do You Do?

2 Unite Leadership to Achieve Customer–Driven Growth

Necessary shifts in leadership thinking and behavior to transform the business

Supporting Your CEO s Legacy

Pivotal Leadership Shift:  Elevate Customers as Assets

Customers as Assets Is an Attitude Shift, Not a Dashboard

Remove Survey Score Addiction by Adding Customer Asset Metrics

Elevating Customers as Assets Diminishes Leap of Faith for this Work

Six Common Power Cores

A United Leadership Team is Necessary to Move from Talk to Action

Use Your Journey Map to Focus on Customer Priorities

The 5 Competencies Unfold To Tell The Story Of Your Customers Life

Culprit One: Silo–Based Prioritization of Investments & Focus

Culprit Two: Work is Layered On. Capacity Creation is Not Addressed

Culprit Three: Lack of Rigor In Holding People Accountable

Culprit Four: Annual planning and IT Investment

3 Competency One: Honor and Manage Customers as Assets

Know the Growth and Loss of Customers and Care about the Why?

Definition: Honor and Manage Customers as Assets

Baseline Customer Asset Metrics

Leadership Shift Required

Competency One Impact When Implemented

4 Competency Two: Align Around Experience

Give Leaders a Framework for Guiding the Work of the Organization

Unite Accountability as Customers Experience You.  Not Down Your Silos

Definition: Alignment around Experience

A SIMPLE Journey Map is Good

Naming the Stages Can Change Your Culture

Unite Leaders:  Why are we in business?

Unite Leaders: Do We Earn the Right to Growth?

Build a High Level Map to Prioritize the Touchpoints

Be the Storyteller

Leadership Shift Required

Competency Two Impact When Implemented

5 Competency Three: Build a Customer Listening Path

Seek Input & Customer Understanding, Aligned to the Customer Journey

Tell the Story of Customers Lives

Definition: Customer Listening Path

Be the Story Teller. Unite Feedback To Tell the Story of Customers Lives

Story Telling Resource One:  Aided or Quantitative Feedback

Story Telling Resource Two: Unaided Feedback, or Qualitative Feedback

Story Telling Resource Three:  Experiential Listening

Build Your Customer Listening Path

Leadership Shift Required

Competency Three Impact When Implemented

6 Competency Four: Proactive Experience Reliability & Innovation

Know Before Customers Tell You, Where Experiences Are Unreliable

Deliver Consistent and Desired Experiences

Definition of Competency 4: Proactive Experience Reliability & Innovation

Make Customer Experience Development as Important as Product Development

Experience Reliability Reality Check

Leadership Shift Required

Competency 4 Impact When Implemented

7 Competency Five: One–Company Leadership, Accountability and Culture

Leadership Behaviors Required for Embedding the Five Competencies

Enabling Employees to Deliver Value

Competency Five Definition:   One Company Leadership, Accountability and Decisions

Leadership Shift Required

Unite the Leadership Team

Give Permission and Behaviors to Model

Prove It With Action

Competency Five Impact When Implemented

Crawl–Walk–Run.  Crawling IS Action

Customer Driven–Growth Inhibitors

8  Staging the Work

Transform by Breaking the Work into Attainable Segments

Competency Maturity Map and Milestones

Evolving Organizational Structures

Five Competencies Maturity Map

Milestones Years One Through Five

Evolving Organizational Structures

  Earning the Right to Headcount

The Evolving Chief Customer Officer Role

9 Tools for Executives, Candidates and Recruiters Filling the CCO Role

Assessing Organizational Readiness

Leadership Considerations

Chief Customer Officer Job Description and Role Definition

Readiness for the Role: Interview Questions CCO Candidates Should Ask

Readiness for the Role: Do You Need a Chief customer Officer?

Readiness for the Role:  My Rock, My Story

Leadership Engagement: 8 CEO Actions to Increase Chief Customer Officer Success

Leadership Engagement: Are You Prepared to Bring a Chief Customer Officer Into the C–Suite?

Leadership Engagement: Will Your Power Core Enable or Inhibit the Work

Role Definition: Aptitudes of Successful Customer Leadership Executives

Role Definition: NEW Chief Customer Officer Job Description

Role Definition: Current Job Descriptions of Fellow CCOs

Next Steps

Acknowledgments

About the Author

About the Contributors

Index

JEANNE BLISS pioneered the Chief Customer Officer position holding the role for over twenty years at Lands′ End, Allstate, Coldwell Banker, Mazda and Microsoft. Since 2002 she has led CustomerBliss, a leading customer experience transformation company where she helps companies achieve customer– driven growth with clients such as AAA, Johnson & Johnson, Brooks Brothers, Costco, Bombardier Aerospace and Kaiser Permanente, among others. She is a worldwide keynote speaker, and co–founder of the Customer Experience Professionals Association. Jeanne Bliss is the bestselling author of Chief Customer Officer: Getting Past Lip Service to Passionate Action and I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad.