Why Read This
Forrester studied more than 100 executives in charge of enterprisewide customer experience to create a composite profile that includes their titles, tenure in the job, backgrounds, and where they report in their organizations. We found that most of these chief customer officers (CCOs) have been in their jobs for two years or less time, have backgrounds as general managers, marketers, and sales leaders, and are heavily concentrated in the business services, IT, and financial services industries. The majority of them sit on the executive management team at their firms, and they are highly likely to report to the chief executive officer (CEO) or the head of a line of business. Should your company follow the example of firms like Allstate Insurance, Cardinal Health, Cigna, Dunkin' Brands, and Oracle by appointing a CCO? Our research shows that the answer is "yes" if you need to radically increase the business discipline required to deliver a differentiated customer experience.