Inevitable rise of the chief customer officer

Two-thirds of marketers accept that a chief customer officer delivers value to their organisation and more than half say their company has already appointed one. According to research carried out by Vanson Bourne on behalf of SPSS among 100 marketing professionals, 39 per cent believe the CCO should sit within the marketing function, while a quarter say it should be a board-level position.

Colin Shearer, senior vice-president of strategic analytics at SPSS, says: “By definition, a CCO offers in-depth customer insight to drive customer strategy that feeds the rest of the business. With direct ROI being a key focus point for organisations in today’s challenging economy, it is possible that a CCO may be seen as an unnecessary expense currently. Customer service and retention are vital in delivering return on investment.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here