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

Curtis on…Giving Customer Centric Culture a Foothold

Curtis Bingham, Founder & Executive Director of the Chief Customer Officer Council on location at IQPC's Customer Experience Exchange in Berlin, explains how to start creating a customer centric culture.


Transcript for Curtis on…Giving Customer Centric Culture a Foothold

There are three levers that the executive suite cares about: increasing revenue, decreasing cost, or mitigating risks. You need to find one of these three things that the CEO really cares about and find a way of developing a business case in these areas.

As you're preparing to do this, one of the things that's really important is to look at how you can pick some recent incident whether it's a failed product launch, a customer service nightmare, or something like that. Take a look at what caused this. If you rewind the situation and look at the root cause analysis, how could this problem have been avoided if customers had been involved earlier on? What is the cost now in tangible dollars in trying to resolve the issue or what could have been the minimal cost that's invested in involving the customers earlier?

Using these types of experiences to create the data, to create the cost justification for your initiatives is incredibly valuable. And then, the most important thing is to share the stories. The executives love to hear the stories, positive or negative.

Tell the customer story. Invite your customers in. Have them videotape something and share it with their employees. By bringing the voice of the customer into the company and making it roar through the C-suite, then, you become the customer champion and you encourage everybody else to join the game with you. And then, you no longer are the only customer advocate in the company.


"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