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For Customer Experience Professionals

Three Organizational Models For Chief Customer Officers

January 20, 2012

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Why Read This Report

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.

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Table of Contents

  • A New Type Of Customer-Focused Executive Continues To Gain Traction
  • CCO Authority Model Determines Mode Of Driving Organizational Change
  • RECOMMENDATIONS

  • Structure CCO Authority For Long-Term Change Initiative
  • Supplemental Material
  • Related Research Documents

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