Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine

Book description

A Customer Experience Roadmap to Transform Your Business and Culture

Chief Customer Officer 2.0 will give you a proven framework that has launched and advanced the customer experience transformation in businesses in every vertical around the world.

And it will take years off your learning curve.

Written by Jeanne Bliss, worldwide authority on customer experience, and preeminent thought leader on the role of the Customer Leadership Executive (such as Chief Customer Officer, Vice President of Customer Experience, etc.) this book follows the five-competency model she uses to coach the C-Suite and Chief Customer Officers.

1. Manage and Honor Customers as Assets

2. Align Around Experience

3. Build a Customer Listening Path

4. Proactive Experience Reliability and Innovation

5. One Company Accountability, Leadership & Decision Making

Chief Customer Officer 2.0 will get you into action quickly with a united leadership team, and will shift your business intent to earning the right to growth by improving customers' lives. Jeanne Bliss fearlessly shares her tools and leadership 'recipe cards' for leading and enabling your business transformation. And she provides practical guidance on how embed the five competencies into how your company develops products, goes to market, enables and rewards people, and conducts annual planning.

Including over forty accounts of actions by Customer Leadership Executives around the world, this is the book you have been waiting for that tells it like it is and gives you the framework to build your customer-driven growth engine.

Jeanne Bliss pioneered the Customer Leadership Executive position, holding the role for twenty years at Lands' End, Allstate, Coldwell Banker, Mazda and Microsoft Corporations. Since 2002 she has led CustomerBliss, a preeminent customer experience transformation company where she helps companies achieve customer-driven growth. She is a worldwide keynote speaker, and sought frequently by major media for her point of view. Jeanne is the co-founder of the Customer Experience Professionals Association, established to advance the worldwide discipline of customer experience and customer experience practitioners. She is also the best-selling author of Chief Customer Officer: Getting Past Lip Service to Passionate Action (2006), and I Love You More than My Dog: Five Decisions to Drive Extreme Customer Loyalty in Good Times and Bad (2011).

Table of contents

  1. Title Page
  2. Copyright
  3. Dedication
  4. Introduction
  5. Your Reading Road Map for Chief Customer Officer 2.0
  6. Chapter 1: Chief Customer Officer Role Clarity
    1. The Five Customer Leadership Competencies
    2. The Five Competencies Build Your Customer-Driven Growth Engine
    3. The Five Competencies Connect to Tell the Story of Your Customers' Lives
    4. You Can Stage the Competencies to Meet Your Timing and Priorities
    5. The Five Competencies Answer the Question “What Do You Do?”
    6. Summary
  7. Chapter 2: Unite Leadership to Achieve Customer-Driven Growth
    1. Supporting Your CEO's Legacy
    2. Pivotal Leadership Shift: Elevate Customers as Assets
    3. Knowing the Power Core = Knowing How to Get Traction
    4. Customers as Assets Is an Attitude Shift, Not a Dashboard
    5. Remove Survey Score Addiction by Adding Customer Asset Metrics
    6. Elevating Customers as Assets Diminishes “Leap of Faith” for this Work
    7. Six Common Power Cores
    8. A United Leadership Team Is Necessary to Move from Talk to Action
    9. Use Your Journey Map to Focus on Customer Priorities
    10. The Five Competencies Unfold to Tell the Story of Your Customers' Lives
    11. Culprit 1: Silo-based Prioritization and Investment
    12. Culprit 2: Work Is Layered On and Capacity Creation Is Not Addressed
    13. Culprit 3: Lack of Rigor in Holding People Accountable
    14. Culprit 4: Annual Planning and IT Investment
    15. Summary
  8. Chapter 3: Competency One: Honor and Manage Customers as Assets
    1. Definition: Honor and Manage Customers as Assets
    2. Baseline Customer Asset Metrics
    3. Leadership Shift Required
    4. Competency One Impact When Implemented
    5. Summary
  9. Chapter 4: Competency Two: Align around Experience
    1. Definition: Alignment around Experience
    2. Your Customer Journey Map = Your Business Decision Blueprint
    3. A SIMPLE Journey Map Is Good
    4. Naming the Stages Can Change Your Culture
    5. Unite Leaders: Why Are We in Business?
    6. Unite Leaders: Do We Earn the Right to Growth?
    7. Build a High-Level Map to Prioritize the Touchpoints
    8. Be the Storyteller
    9. Leadership Shift Required
    10. Competency Two Impact When Implemented
    11. Summary
  10. Chapter 5: Competency Three: Build a Customer Listening Path
    1. Definition: Customer Listening Path
    2. Be the Storyteller: Unite Feedback to Tell the Story of Customers' Lives
    3. Storytelling Resource One: Aided or Quantitative Feedback
    4. Storytelling Resource Two: Unaided Feedback or Qualitative Feedback
    5. Storytelling Resource Three: Experiential Listening
    6. Build Your Customer Listening Path
    7. Leadership Shift Required
    8. Competency Three Impact When Implemented
    9. Summary: Take Stock of Current Listening
    10. Summary
  11. Chapter 6: Competency Four: Proactive Experience Reliability & Innovation
    1. Definition: Proactive Experience Reliability & Innovation
    2. Make Customer Experience Development as Important as Product Development
    3. Experience Reliability Reality Check
    4. How Reliable is the Current Experience Delivered to Customers?
    5. How Reliable Is the Support Provided Employees to Deliver Value?
    6. Reliability Leads to Customer Desire for Your Experience, and Customer Growth
    7. Social Media and Experience Reliability = Customer Growth
    8. Leadership Shift Required
    9. Competency 4 Impact When Implemented
    10. Summary
    11. Leadership Behaviors to Drive Transformation
  12. Chapter 7: Competency Five: One-Company Leadership, Accountability, and Culture
    1. Definition: One-Company Leadership, Accountability, and Culture
    2. Leadership Shift Required
    3. Unite the Leadership Team
    4. Give Permission and Behaviors to Model
    5. Prove It with Action
    6. Do You Capitalize on Annual Planning to Manage Customers as Assets?
    7. Competency Five Impact When Implemented
    8. Customer-Driven Growth Inhibitors
    9. Leadership Behaviors to Drive Transformation
    10. Your Leadership Transformation Plan
  13. Chapter 8: Staging the Work
    1. Five Competency Maturity Map
    2. Milestones: Years 1 through 5
    3. Evolving Organizational Structures
    4. The Evolving Chief Customer Officer Role
    5. Summary
  14. Chapter 9: Establishing and Filling the Chief Customer Officer Role
    1. Readiness for the Role: Interview Questions CCO Candidates Should Ask
    2. Readiness for the Role: Do You Need a Chief Customer Officer?
    3. Readiness for the Role: My Rock, My Story
    4. Leadership Engagement: Eight CEO Actions to Increase CCO Success
    5. Leadership Engagement: Are You Prepared to Bring a CCO into the C-Suite?
    6. Leadership Engagement: Will Your Power Core Enable or Inhibit the Work?
    7. Role Definition: Aptitudes of Successful Customer Leadership Executives
    8. Role Definition: New CCO Job Description
  15. Your Next Steps…
  16. Acknowledgments
  17. About the Author
  18. Index
  19. End User License Agreement

Product information

  • Title: Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine
  • Author(s): Jeanne Bliss
  • Release date: June 2015
  • Publisher(s): Jossey-Bass
  • ISBN: 9781119047605