Super-powered CEM: Does your company need a chief customer officer?
Forrester's Harley Manning addresses six questions you need to ask yourself about the increasingly popular role of chief customer officer.
Why is it becoming more popular?
What do they do?
How do they fit into the structure of the company?
How is their performance measured?
Does my company need one?
Is my company ready for one?
- Is there someone in our company who clarifies what we are to accomplish with customers?
- Is there a clear process to drive alignment for what will be accomplished?
- Do we have a roadmap for the customer work and know where progress will be measured?
- Do clear metrics exist for measuring progress which everyone agrees to use?
- Is there real clarity of everyone’s roles and responsibilities?
- Do peoplereally participate and care about the customer work?
- Are appropriate resources allocated to make a real difference to customers?
- Is there an understandable process for people to work together?
- Is the work considered attainable?
- Does a process exists for marketing achievements to customers and internally?
- Is recognition and reward wired to motivate customer work?
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Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.