Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine

It was ordered for a family member who I'm yet to send it to.

This is a sequel to Chief Customer Officer, published in 2006. The material in that volume has been revised and updated to accommodate all that has happened...and not happened...since then but its core thesis is even more relevant now than it was then: world-class companies share five customer leadership core competencies. Here they are, in essence o Treat customers as the most precious asset o Focus on providing an experience that is most desirable to the customer o Listen to customers to learn how to improve that experience o Make customer experience development as important as product development o Sustain proactive customer leadership at all levels and in all areas I agree with Jeanne Bliss about the importance of these core competencies while presuming to point out that companies annually ranked among those that are most highly admired and best to work for are also annually ranked among those that are most profitable with the greatest cap value in their industry. It would impossible to build a "customer-driven growth engine" unless and until everyone involved in customer relationships (directly or indirectly) is wholly committed. Years ago, when then chairman and CEO, Herb Kelleher, was asked to explain the spectacular success of Southwest Airlines, he explained, "We take great care of our people, they take great care of our customers, and our customers take great care of our shareholders." Kip Tindell (CEO of The Container Store) and John Mackey (CEO of Whole Foods) are among those who share that opinion. As I worked my way through this book, I was again reminded of another. Jackie Huba and Ben MbcConnell wrote a book in which they explained how to create "customer evangelists." First, there must be "employee evangelists" and Bliss addresses that, notably with material provided on Pages 168-171 that includes a Code of Conduct to Employees. Leaders must inspire workers to become self-motivated customer leadership evangelists. One of the best ways is for leaders to serve as role models of customer leadership evangelism. Bliss makes brilliant use of several reader-friendly devices that include a "Reading Road Map" for this book, mini-commentaries located throughout her narrative that focus on 33 customer leadership exemplars, "Action Lab" interactive exercises and assessments through each of nine chapters, checklists of key points, worksheets, and summaries that facilitate, indeed expedite frequent review of key material later. Bliss provides an abundance of information, insights, and counsel when explaining HOW TO: o Define the Chief Customer Officer with clarity o Unite leadership initiatives to ensure role adoption, community, ownership, and accountability o Honor and manage customers as precious assets o Align leadership with nature and extent of customer experience o Build a "customer listening path" o Establish and manage a revenue erosion early-warning system o Sustain a shared commitment to customer-driven growth o Design a five-competency "Maturity Map" o Recruit, interview, and evaluate candidates for CCO position o Then select the person best qualified o Ensure the CCO's success with a full commitment of support from CEO and other C-level executives As Jeanne Bliss explains, "My goal in writing this book was to establish clarity for what it takes to lead a customer-driven business transformation, and to establish value for the role of the chief customer officer." She succeeds. Indeed, much of the information. insights, and counsel that she provides (with appropriate modification) can be helpful to almost any organization, whatever its size and nature may be. Many (if not most) companies cannot afford a CCO but all businesses need everyone involved in the given enterprise to be customer-driven. Peter Drucker nailed it "If you don't have a customer, you don't have a business."

Actually this CX book has a very sensible and practical approach, but it's repetitive and wordy.

Em sua primeira obra, Chief Customer Officer, Jeanne Bliss fala da experiência do cliente , mas aborda seu papel superficialmente. Trata-se de um livro muito focado em uma visão de serviço ao cliente que evangeliza táticas de garra para instauração da área subordinada ao CCO. Em CCO 2.0, Jeanne evoluiu sua abordagem para algo mais próximo do que já pregava Lewis carbone em seu livro Clued In, ou seja, sugere que você: - estruture a empresa em torno da experiência do cliente -facilite o feedback sempre que possível - Organize e agregue informações em um banco de dados integrado (com fontes diversas, inclusive de metricas operacionais, redes sociais e atendimento ao cliente), único e acessível que permita geração de insights. -Permita transparência através de toda organização - mantenha a liderança liderança unida - pratique melhorias contínuas da experiencia do cliente, CCO 2.0 é um trabalho muito bem estruturado e prático, recheado de exemplos reais que definitivamente dispensa leitura do primeiro livro de Bliss e se destaca como uma obra completa. . Acredito que em seu próximo trabalho, Jeanne Bliss irá se aproximar do que prega o service design, tratando experiências como resultado de uma mistura dinâmica de elementos onde a agência é distribuída e as pessoas e suas atividades produzem o contexto. Em CCO 2.0, é prestada uma atençao por demais escassa (+ ou = 2 págs) ao papel dos colaboradores para a gestão estratégica de experiência do cliente.

The book gives you an interesting view from the CXO and how to manager a CX programme. it should have gone more in depth to reveal interesting strategies we can use.

Hi, I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine” by Jeanne Bliss. More and more marketing books and the really smart people who write them will tell you that the last available differentiator that will grow your business is the experience that your customers have with you. Think about it. Most products and services are at parity now. Pricing is more competitive than ever. And even the best marketing will only help to get customers to try you once. And that’s because if the experience your customers have with you is a bad one, they will not return. And, they’ll tell the world on social media and review sites to stay away from you. But if your customers have a great experience and you delight them, they will remain loyal customers and tell others. And that is the most powerful marketing – studies show that people trust word of mouth recommendations from friends (and even strangers) much more than what a company says about itself. As a result, smart, growth-oriented companies are carefully engineering the entire experience that their customers have. And as easy as it is to say that, it’s really complicated to do. But it can be done and when done properly it can have a dramatic effect on a company’s growth. In “Chief Customer Officer 2.0” Jeanne Bliss walks you through precisely how to do it. The book has lots of examples of companies that have broken through and refocused their business on customers. And the linchpin of success is getting management buy-in by showing the math used to measure and hold all the different silos accountable for the customer experience. A lot of companies think they are customer oriented, but they’re not. The book shows you how to honestly diagnose the level of customer orientation and then how to reverse engineer that feedback to constantly improve and measure your progress and how that translates into dollars, cents, profits and growth. This book should be on every smart CEOs reading list. And, to listen to an interview with Jeanne Bliss about “Chief Customer Officer 2.0,” visit MarketingBookPodcast.com.

Too often customer experience is perceived as a customer service or training problem, Jeanne explains with great clarity how much broader the work really is, while clearly presenting its long-term benefit to an organization.

The book has cover all i expected from it, it has been a very straightforward reading, much entertained and really offers added value over other CEX publications.