A Quote about the CCO Council from Curtis Bingham
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Voice of the CCO: Claire M. Burns on a Key Learning from the CCO Council

Claire M. Burns, SVP, Customer Centricity for MetLife tells how she implemented a key learning from her participation in the CCO Council that directly improved her company's bottom line.

Transcript for Voice of the CCO: Claire M. Burns on a Key Learning from the CCO Council

One key learning I’ve had from the Chief Customer Officer Council is that when we started on this journey we had a very difficult time connecting customer experience improvements to the bottom line and really demonstrating the impact from a financial perspective, and the value that these initiatives bring to the business. Sitting with other Council members, having conversations, a one-on-one conversation on the phone with a colleague from Oracle who had been through the same experience, was extremely helpful in clarifying different metrics that one could use to really isolate the impact of these efforts.

So I brought that learning back, talked to our CFO, talked to some folks in our finance area, and was able to demonstrate a connection between improved customer experience and eliminating a lot of expense in the organization. So much so, that the CEO has put on his scorecard for his leadership team that they need to drive out $100 million in expense based on the waste that we identified through a bad customer experience.

So, for example, we identified six million phone calls – six million phone calls – tied to not having a dental ID card. And we were able to convince leadership that if they created a dental ID card, they could drive out six million calls, which is a much better savings than actually the cost that would be required to produce a card.

So demonstrating some of those trade-offs and doing that through the learning from some of my fellow Council members has been very helpful.


"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