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The rise of the CCO
It may take another period of prolonged cutbacks in consumer spending - brought on by a recession, perhaps - for companies to realize they must incorporate CCOs into their structural DNA. That's when the old industry maxim that it's more expensive to get new customers then keep the ones you have is likely to be dusted off and re-examined.
It wasn't so long ago that the chief technology officer was sequestered in the IT department, cut off for all intents and purposes from the hub of enterprise power. It is different now, of course: The CTO position has grown in visibility over the last 10 years and become more closely tied to that of the CEO.
It is understandable, then, that many customer advocates are wondering when - or whether - another relatively new C-level executive position will make that leap.
Several years ago, the chief customer officer burst onto the corporate scene with a few high-profile companies announcing appointments. Since then, a small but steady trickle of firms has continued the trend.
