The rise of the chief customer officer as a key position at brand-oriented organizations is intricately linked with the growth in mobile marketing as marketers recognize that the engagement channel of choice for customers is increasingly becoming smartphones and tablets.
The CCO position was relatively unheard of not too long ago but is quickly growing in importance, as evidenced by the news that Michelle Gass, a former Starbucks’ executive has been named by Kohl’s as its chief customer officer. Ms. Gass is credited with creating the Starbucks Rewards loyalty program, which is one of the big success stories in mobile over the past few years.
“The core responsibility for a chief customer officer is to ‘walk in the customer’s shoes,’ said Dr. Gary Edwards, chief customer officer at Empathica, Mississauga, Canada. “The emergence of this role parallels the increasingly complex path that a customer’s shoes take. READ MORE