A Quote about the CCO Council from Curtis Bingham
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Curtis On…Customer Centricity as a Marketing Strategy: 2. Goal

In this second of a ten part series of videos, Curtis Bingham, Founder and Executive Director of the Chief Customer Officer Council on location at IQPC's CMO Exchange in London, July 2011, discusses setting a goal as the first step in a strategy to embed customer centricity.


Transcript for Curtis On…Customer Centricity as a Marketing Strategy: 2. Goal

The first piece here is a goal. We have to start with a goal. And, in this case, it's not about driving awareness or doing a new product rollout. The key goal here is to create a series of behaviors or a mindset towards understanding, listening to, satisfying, and even delighting the customer.

We need to change our focus, in this case here, from driving revenue at any cost this quarter to looking at the 4th sale first.

So, how do we go about changing our mindset so that we don't just bring in anybody who will pay us, and we’d jeopardize relationships in order to bring anybody who will pay us, but how do we think about the 4th sale first?


"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