30 Nov Are CCOs Responsible for Touchpoints?
“CCOs aren’t responsible for touchpoints — they don’t have a product team or digital team reporting to them,” Ray said. “Ultimately it’s a role of great power, but it’s a power that has to be used to influence leaders and front line employees across the organization to become more customer centric in their day-to-day operations.” (Augie Ray)
Obviously Gartner know a lot more about the business world than us headhunters.
We only see what is happening on the ground whereas they are much more clever and have more data points.
But we would humbly disagree with Augie Ray’s statement above.
We think that this may be the case in large reactionary hierarchical organisations – hence Ray’s viewpoint – but in smaller organisations that we see (for example, I am talking about ones like the £1.3Bn turnover business we count as one of our clients) the CCO clearly sits at the intersection of marketing and digital product with these two business areas reporting into this position.
The CCO’s role is directly involved with monitoring, crafting and understanding customer touch points from performance marketing though lifecycle and fulfilment all the way through to returns.
The whole point is that the business has rearranged itself around a customer centric organisational principle. If a CCO does not hold any real power then that is probably a symptom of board room box ticking and a ‘wishful thinking’ mentality that is paying lip service to the changing world whilst not actually being interested in any kind if adaptability in the face of the every changing dynamics of doing business in 2021.
But what do we know?
We have only placed four CCOs this year…