A Quote about the CCO Council from Curtis Bingham
Join Your Peers and Share Your Insight. Become a Member
Already a member? Click here to sign in

2019 Spring Council Meeting: Customer Effort

Join us for an intimate, small-group discussion of best practices in reducing customer effort

Gartner states that reducing customer effort can reduce costs by 37% and induce customers to spend 88% more . Results even close to these are clearly your performance multipliers. Reducing effort and friction is still the easiest way for us to deliver tangible results to the CEO.

We would love to have you join us for an intimate, small-group discussion about how you can aggressively reduce customer effort. We’ll share best practices we’ve developed and help you solve some of your most irksome challenges. 

This is THE most powerful and intimate collection of customer strategy executives that I know of.

Will you join us on June 4, 2019, in Orlando, FL?

This is a rare opportunity to join an intimate group of ~15 customer executives who are willing to share their successes…and their mistakes. You can’t find this level of honest sharing anywhere else. 

Contact Curtis Bingham to request an invitation to join our discussion via email: curtis@ccocouncil.org or phone: (978) 226-8675.

What will we cover?

Jeb Dasteel, CCO of Oracle, is going to share one of the best effort-reduction programs I’ve seen . He worked with his peers to fix customer dissatisfiers and convinced his CEO to hold everyone accountable. People across the business are fighting to participate in his ongoing program.

Bob Taylor, CDO of From and former CCO of Samsung will be sharing brilliant insights into how each of us should be leveraging digital channels to dramatically reduce customer effort—and how we can measure the results.

What best practices can you share? Are there 1-2 challenges we can help you with?

Request an invitation

Why Customer Effort?

Why focus on customer effort? It is an emphasis that is rich with low-hanging fruit—the challenges our customers complain about are typically commonly heard by many in the organization. What’s more, the results are easy to see and most importantly, the contribution to business metrics are easily measured.

In partnership with Jeb Dasteel, we have been researching the challenges facing top customer strategy executives and three crucial themes emerged .

Customer strategy executives:

  1. Are largely chasing outcomes widely disconnected from business results
  2. Struggle to prove ROI to the CEO
  3. Lack a clear set of practices that programmatically deliver business results

To anchor customer strategy in tangible business results valued by the C-suite, board, and Wall Street, we have created a new customer strategy framework that we’re preparing forpublication in HBR. It contains seven leading indicators of profit/revenue growth—and best practice programs to move the needle in each you can use to prove value to your CEO.

Customer Effort is leading indicator #3. It is crucially important to your customer strategy. More important than customer experience (CX), journey maps, personas, and more.

We’ll be sharing a sneak preview of the entire customer strategy framework . All the CCOs, CMOs, and other executives who’ve seen this customer strategy framework have raved about it—and demanded early access to it.

And we’d love your help in refining best practices in this critical leading indicator.

Request an invitation

Who should come?

Attendance is exclusively open to the senior-most customer strategy executives within the company, including CCO, CMO, EVP etc.

This is rare: there are no vendors and no delegates. This is only you and your peers: elite executives who who’ve been where you are and have found the path to success—and are willing to share with you. 

Attendance is by invitation only. <Click here> to request an invitation.


Our meeting begins with a networking dinner at 6:30 pm the night before on June 3. We’ll get to know each other, what drives us, and what makes us successful. And we’ll find out who has already solved some of our greatest challenges.

On Tuesday, June 4, we’ll begin with a sumptuous networking breakfast and dive right into our discussion.

  1. We’ll start at 9:00 with an overview of the new Customer Performance Framework that goes beyond customer experience or customer success and focuses on driving customer outcomes that yield powerful business results.
  2. Jeb Dasteel will share his customer effort reduction program as a best practice. Together we’ll dive into the details so you know exactly how you could implement something similar in your organization
  3. Bob Taylor will share his experiences in helping enterprises reduce friction in digital channels
  4. We’ll wrap up by spending time solving your challenges as we invite the best thinkers in the world to share their experiences in dealing with your exact challenges.


The investment is $7500. This investment is FAR less than you’d ever spend on strategy consulting—and far more valuable!

Some back of the envelope math here: If you took away one thing that you were able to implement in your organization that led to one customer spending 88% more, how much more revenue could you bring to your organization? Even if you cut that by 50%, how much would that yield? The $7500 and one day out of the office is far cheaper than any strategy consulting—and far more immediately useful!

Request an Invitation

If you are the senior-most executive in your company and you’re establishing customer strategy across the enterprise, we would love to have you join us for an amazing day of learning and sharing.

Contact Curtis Bingham to request an invitation to join our discussion. He can be reached via email: curtis@ccocouncil.org or phone: (978) 226-8675. If you’re approved, he’ll send you registration and payment instructions.

We hope to see you there!


"At SAVO, we are dedicated to our customers' success. We have organized our teams around it, developed programs to promote it, and we measure ourselves based on their success. I look forward to working with other members of the council to explore innovative ways to drive the imperative
of customer success to
the forefront of an
strategic initiatives."

Brian Study
SAVO Group