CXOs Go Mainstream
According to AdWeek, there's a new title in the C Suite - CXOs, or Chief Customer Experience Officers. And it's no surprise, considering the ongoing battle for consumer mind share and increasing consumer knowledge. It doesn't matter how great your products or marketing message, consumers can move over to your competitor in an instant or even worse, explain why on their blog for all the world to hear.
To put a numerical emphasis on these thoughts:
Although the exact job description differs, the CXO is dedicated to the task of improving the consumer's entire experience across existing organizational boundaries. Sometimes they oversee "every detail of a brand's messaging and interaction with consumers"and other times they serve "as an emergency resource to handle service complaints and crises."
A Forrester study on the subject concludes that "smart CXOs realize they are faced with nothing less than a multi-year campaign to change their organization's culture"and their most dramatic results will come as employee attitudes and behavior adjust across the organization."
For much more information on the subject, head over to AdWeek.
Posted by Universal Ad
To put a numerical emphasis on these thoughts:
- 71% of consumers say that if they feel the
quality of service they get in a store is poor, they'll walk out, even
if the store has the products they are looking for.
- 86% said that when they get
bad service, they speak up.
- 75% thought companies care more about selling product than
helping the customer, compared to 58% percent in 2004, and two-thirds said companies "don't care
much" about customer needs.
Although the exact job description differs, the CXO is dedicated to the task of improving the consumer's entire experience across existing organizational boundaries. Sometimes they oversee "every detail of a brand's messaging and interaction with consumers"and other times they serve "as an emergency resource to handle service complaints and crises."
A Forrester study on the subject concludes that "smart CXOs realize they are faced with nothing less than a multi-year campaign to change their organization's culture"and their most dramatic results will come as employee attitudes and behavior adjust across the organization."
For much more information on the subject, head over to AdWeek.
Posted by Universal Ad
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