What is a CCO and Does Your Small Business Need One?
In an article on toptechnews.com, the idea of having a Chief Customer Officer is explored, with some stats put forward to back up the idea of a manager dedicated to optimizing how customers interact. For example, the article cites a CCO Council study that reported 67% of participating companies reported positive financial growth while employing CCOs. The potential for upside financially is a powerful argument towards a more comprehensive approach to customer relationship development, but a dedicated department that works solely on customer relationship building and promoting loyalty can have positive effects in other areas as well, for example through increased brand recognition and word of mouth advocacy.
Does your small business need a CCO? Each small business has different needs depending on the strength of already existing customer relationships as well as the size and market share of the business. In general, implementing a set of CRM policies and using software and cloud based technologies to get organized should be the first step that businesses take towards improving their customer service. In a small enough setting, almost every employee will have some customer facing interactions, therefore customer service protocols should be known and put into use by all staff. As a company grows, there may be more and more employees who are not fully up to speed with customer service policies. In this case, having a CCO who is able to coordinate between marketing, sales and human resources departments can ensure that customer services practices are fully known and understood by each department.
If your business has grown without a centralized customer service department, it may be time to create one. As a business grows, not only does the importance of maintaining customer relations standards grow, but the volume of customer interactions does as well. A customer support department that is able to handle the strategic side of customer facing interactions and process complaints, positive reviews, requests as well as capturing data regarding satisfaction and opinion for use in directing marketing spend becomes more of a solid investment the lager the scale of customer interactions becomes, justifying the costs of creating a department through the potential to bring in business and create strong networks of brand advocates.
Photo Credit to Didriks on Flickr