A Quote about the CCO Council from Curtis Bingham
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Peter Drucker wrote, “The purpose of a business is to create and keep a customer.” If your purpose is to get and keep profitable customers, your customers should be your primary source of innovation. No company can simply develop a new product based on some cool idea and throw it over the wall in hopes that marketing and sales can figure out how to create a need in someone, somewhere. Competition is too intense, customers too demanding, and profit margins too thin for this.

To effectively leverage innovation to fuel customer-centric growth, companies need to: 1) deeply understand customers’ needs, wants, desires, and attitudes regarding their products, services, and company and update this regularly; 2) assign executive champions for innovation initiatives; and 3) create a unified process for identifying and qualifying opportunities for products, services, markets, or segments.

Many of the existing Customer Insight Conduits™ (channels through which information passes primarily from customers and the marketplace to a function within the company that is able to make data actionable and drive customer-valued change throughout the organization) such as advisory boards, direct conversations, and other activities can yield innovation, be it incremental product improvement or business transformation.


"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