Chief Customer Officer 2.0 E-Book

Jeanne Bliss

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 346

Veröffentlichungsjahr: 2015

Beschreibung

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).

Leseprobe

Table of Contents

Title Page

Copyright

Dedication

Introduction

Your Reading Road Map for

Chief Customer Officer 2.0

Chapter 1: Chief Customer Officer Role Clarity

The Five Customer Leadership Competencies

The Five Competencies Build Your Customer-Driven Growth Engine

The Five Competencies Connect to Tell the Story of Your Customers' Lives

You Can Stage the Competencies to Meet Your Timing and Priorities

The Five Competencies Answer the Question “What Do You Do?”

Summary

Chapter 2: Unite Leadership to Achieve Customer-Driven Growth

Supporting Your CEO's Legacy

Pivotal Leadership Shift: Elevate Customers as Assets

Knowing the Power Core = Knowing How to Get Traction

Customers as Assets Is an Attitude Shift, Not a Dashboard

Remove Survey Score Addiction by Adding Customer Asset Metrics

Elevating Customers as Assets Diminishes “Leap of Faith” for this Work

Six Common Power Cores

A United Leadership Team Is Necessary to Move from Talk to Action

Use Your Journey Map to Focus on Customer Priorities

The Five Competencies Unfold to Tell the Story of Your Customers' Lives

Culprit 1: Silo-based Prioritization and Investment

Culprit 2: Work Is Layered On and Capacity Creation Is Not Addressed

Culprit 3: Lack of Rigor in Holding People Accountable

Culprit 4: Annual Planning and IT Investment

Summary

Chapter 3: Competency One: Honor and Manage Customers as Assets

Definition: Honor and Manage Customers as Assets

Baseline Customer Asset Metrics

Leadership Shift Required

Competency One Impact When Implemented

Summary

Chapter 4: Competency Two: Align around Experience

Definition: Alignment around Experience

Your Customer Journey Map = Your Business Decision Blueprint

A SIMPLE Journey Map Is Good

Naming the Stages Can Change Your Culture

Unite Leaders: Why Are We in Business?

Unite Leaders: Do We Earn the Right to Growth?

Build a

High-Level

Map to Prioritize the Touchpoints

Be the Storyteller

Leadership Shift Required

Competency Two Impact When Implemented

Summary

Chapter 5: Competency Three: Build a Customer Listening Path

Definition: Customer Listening Path

Be the Storyteller: Unite Feedback to Tell the Story of Customers' Lives

Storytelling Resource One: Aided or Quantitative Feedback

Storytelling Resource Two: Unaided Feedback or Qualitative Feedback

Storytelling Resource Three: Experiential Listening

Build Your Customer Listening Path

Leadership Shift Required

Competency Three Impact When Implemented

Summary: Take Stock of Current Listening

Summary

Chapter 6: Competency Four: Proactive Experience Reliability & Innovation

Definition: Proactive Experience Reliability & Innovation

Make Customer Experience Development as Important as Product Development

Experience Reliability Reality Check

How Reliable is the Current Experience Delivered to Customers?

How Reliable Is the Support Provided Employees to Deliver Value?

Reliability Leads to Customer Desire for Your Experience, and Customer Growth

Social Media and Experience Reliability = Customer Growth

Leadership Shift Required

Competency 4 Impact When Implemented

Summary

Leadership Behaviors to Drive Transformation

Chapter 7: Competency Five: One-Company Leadership, Accountability, and Culture

Definition: One-Company Leadership, Accountability, and Culture

Leadership Shift Required

Unite the Leadership Team

Give Permission and Behaviors to Model

Prove It with Action

Do You Capitalize on Annual Planning to Manage Customers as Assets?

Competency Five Impact When Implemented

Customer-Driven Growth Inhibitors

Leadership Behaviors to Drive Transformation

Your Leadership Transformation Plan

Chapter 8: Staging the Work

Five Competency Maturity Map

Milestones: Years 1 through 5

Evolving Organizational Structures

The Evolving Chief Customer Officer Role

Summary

Chapter 9: Establishing and Filling the Chief Customer Officer Role

Readiness for the Role: Interview Questions CCO Candidates Should Ask

Readiness for the Role: Do You Need a Chief Customer Officer?

Readiness for the Role: My Rock, My Story

Leadership Engagement: Eight CEO Actions to Increase CCO Success

Leadership Engagement: Are You Prepared to Bring a CCO into the C-Suite?

Leadership Engagement: Will Your Power Core Enable or Inhibit the Work?

Role Definition: Aptitudes of Successful Customer Leadership Executives

Role Definition: New CCO Job Description

Your Next Steps…

Acknowledgments

About the Author

Index

End User License Agreement

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Guide

Cover

Table of Contents

Introduction

Begin Reading

More Praise for Chief Customer Officer 2.0

“Jeanne focused our leadership team on embedding her five competencies into how we do business. Using the content described here, she united us in redirecting how we develop and grow our business and customer relationships.”

—Doug Holte, President, Irvine Company Office Properties

“I guarantee that you will dog-ear this book and refer to it repeatedly to achieve success in your customer experience transformation and leadership role.”

—Gavan Duff, Chief Customer Officer, MSA, The Safety Company

“It's wonderful to see Jeanne Bliss come out with another great book. Chief Customer Officer 2.0 is full of sound, practical advice for leaders who want to help their organizations become more customer-centric. I highly recommend it for anyone who cares about customer experience.”

—Bruce Temkin, Managing Partner of Temkin Group, Co-Founder, Customer Experience Professionals Association

“Jeanne Bliss was the first to bring the chief customer officer role and customer leadership to us. With this book she continues to be a guardian and beacon to customer experience executives around the world.”

—Kerry Bodine, Coauthor of Outside In: The Power of Putting Customers at the Center of Your Business

“Jeanne's five competencies in this book gave us a clear and concise path for improving client experiences and uniting our leadership team.”

—Dan Schrider, CEO, Sandy Spring Bank

“If you believe, like I do, that companies in today's increasingly commoditized world need to be customer-driven and experience-focused, then grab Jeanne Bliss's Chief Customer Officer 2.0 off the shelf, read, and absorb it. Create such a position dedicated to developing a growth engine around the individual, living, breathing customers of your company, fulfill that position, or align with that person. Or, you know, be commoditized.”

—Joe Pine, Coauthor, The Experience Economy and Infinite Possibility

“This is simply the most important book on your reading list right now to help you drive your customer experience transformation.”

—Joe Wheeler, Executive Director, The Service Profit Chain Institute

There is no one more qualified to write this book than Jeanne Bliss, a visionary and leading light in the search for what customer-centric leaders must do to propel their organizations to greater success. Read Chief Customer Officer 2.0 to capitalize on Jeanne's decades of experience as a practitioner and coach, and learn how to truly embed customer-centric competencies into your organization.

—Bob Thompson, CEO of CustomerThink Corp. and author of Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies

“Make this book first on your reading list! Jeanne Bliss's thought leadership and ability to unite a leadership team and clarify this work takes years off your customer experience transformation.”

—Yves Leduc, President, Velan, Inc.

“No matter your role in business, run to the cash register with this book. In Chief Customer Officer 2.0, you are provided a model, set of filters, tangible game plan, and the tools you will need to enjoy rewarding and sustainable growth that comes from delighting your customers. The book you are holding is approachable, transformational, and in keeping with the incredible thought leadership Jeanne Bliss has offered throughout her customer-obsessed career!”

—Joseph Michelli, New York Times bestselling author of Leading the Starbucks Way, The Zappos Experience, and The New Gold Standard

This book should be a reality show because almost every company needs a makeover to make customers a priority again. Chief Customer Officer 2.0 is the best guide for your own successful makeover!

—Jeffrey Hayzlett, primetime TV and radio host, speaker, author, and part-time cowboy

“Jeanne Bliss has the experience and wisdom to guide you through the process of creating a customer-driven organization.”

—Shep Hyken, customer service expert and New York Times bestselling author of The Amazement Revolution

Chief Customer Officer 2.0

How to Build Your Customer-Driven Growth Engine

(Completely Revised and Expanded)

Jeanne Bliss

Copyright © 2015 by Jeanne Bliss. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

ISBN 9781119047605 (Hardcover)

ISBN 9781119047629 (ePDF)

ISBN 9781119047643 (ePub)

Cover design: Wiley

For All the Leaders Who Grow Their Businesses by Improving Customers' Lives

Introduction

I've been doing this work for so long, that sometimes while I'm waxing on, a Chief Customer Officer (CCO) client will ask, “Can you write that down?” I don't often do that, because my goal in coaching CCOs and leadership teams is for them to find their own united voice. To help them emerge as customer leaders. We unite the CCO and executive team in focusing their organizations on customer-driven growth. On replacing reactivity and survey score addiction with embedded competencies that became part of the business engine. My job is behind the scenes to ensure they don't fall into the same potholes others before them have, and to help them accelerate their transformation as swiftly as possible.