CCO Forum
March 2008
The 4th Chief Customer Officers’ Forum (CCO Forum) took place at the Hotel Malmaison in Leeds.
The March 2008 CCO Forum’s themes were:
- Using advocacy and customer satisfaction scores to drive change
- How first direct acheives its advocacy externally and internally
- Sales remorse - why do customers who buy then leave before taking up the service
- How Timpson run their business with extreme simplicity
- Top tips for winning buy in
Netpromoter scores and advocacy have generated lots of publicity and attention in the boardroom. With some members now abandoning it, some just adopting it the debate will no doubt continue about its volatility and above all how it adds or detracts from real action on the customer experience.
There was a lively Q+A session with first direct looking into how their reputation for fabulous service has been formed, how it is maintained and where it is going. The product, the offer and the customer experience all depend on how people are treated and no stone is left unturned in trying to help people enjoy their work.
Why do customers agree to buy a service but then not take it up? The reasons can be specific or generic but understanding them is key in competitive markets.
With extremely simple approaches, Timpson has a great reputation for looking after their customers. CEO James Timpson shared his insights into how staff act as entrepreneurs and why they do it. Within the team, staff are treated fabulously. But people who don't fit the mould are ruthlessly ejected.
Many Chief Customer Officers spend a lot of time geting buy in from stakeholders, staff and customers. The final session shared some of their best practices in getting buy in.
Here’s some of the feedback from the last event:
“Good session - really valuable, very open and come away with some great ideas to try… off to find the dragons!”
“This is the third event I've attended and each one has progressed from the previous”
“Really enjoyed these sessions due to talking about very relevant business issues”
“Really enjoyed this session, due to open discussion about related business issues! Very relevant”
We look forward to more lively conversations in 2008 on what issues CCOs face, how they are tackling them and sharing their wins. Planned dates for the three CCO dinner and Forum meetings in 2008 are: 9/10 July and 8/9 October.
Membership is by invitation only for those who champion the customers’ cause in their business and want to mix with like minded people behind Chatham House rules. Contact us if you’re interested in learning more about this senior networking community.
Find out about the previous CCO Forum meetings
