Why Read This
This report outlines common models of organization used by customer experience professionals seeking to act and transform their company into an experience-driven organization. To update our research from last year on "The Rise Of The Chief Customer Officer," Forrester studied 165 executives in charge of enterprisewide customer experience to create a composite profile of this relatively new position within companies. The chief customer officers (CCOs) we investigated tend to be senior leaders hired internally and are as likely to come from the operations side of the company as from marketing. They typically oversee one of three types of organizational structures: advisory, matrixed, or operational. Firms considering instituting a CCO role at their company should consider their culture, objectives, and customer experience maturity in determining the most appropriate model.