A Quote about the CCO Council from Curtis Bingham
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Curtis on...Critical Success Factors for CCOs: 5. Creating Alliances

In this fifth of seven videos on critical success factors for chief customer officers and senior loyalty executives, Curtis Bingham, Founder and Executive Director of the Chief Customer Officer Council urges CCOs not to "go it alone", but to enlist and leverage allies across the organization to embed customer centricity successfully.


Transcript for Curtis on...Critical Success Factors for CCOs: 5. Creating Alliances

The fifth critical success factor for CCOs and loyalty executives is the support of internal and external allies. The chief customer officer role simply cannot be done in isolation. The CCO role touches too many different departments and too many different organizations. The customer interacts with many different organizations; and, at the end of the day, everyone has some sort of a direct or an indirect impact on the customer.

The chief customer officer simply cannot afford to be the lone voice in the wilderness. To be successful, you need to have as many allies as you possibly can. Whether the allies are within sales, marketing, legal, fleet management, it doesn't really matter. You need as many allies as you can that are all banging the same drum, that are all championing the same cause—all striving to help make the customer experience just that much better.

If you're the chief executive officer, ensure that your team is all working together. Ensure that they're doing whatever they can to share the information, to create a unified view of the customer, and to resolve customer issues involving everybody that needs to be involved.

If you're the chief customer officer, ally with as many other leaders as you can and your job becomes easier. You're not the only one championing the customer cause. You're not the only one beating the drum. Everyone else is getting their employees on board and showing the value of doing so, so that your job becomes a lot easier and the customer experience becomes a lot better.


"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