Jeanne Bliss - Chief customer officer: getting past lip service to passionate action

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Table of Contents

PRAISE FOR

CHIEF CUSTOMER OFFICER

Jeanne Bliss is a force to be reckoned with when you tell her you want to focus on your customers. With her great energy and uniquely strong background, she was able to help us accelerate our performance, which translated to revenue growth and profitability. Here, she lays all of it down on paper so that you can have the benefit of those years, that passion and that know-how. Learn from Jeanne how to navigate through the corporate structure and the key things senior leaders and executives must know to make customer profitability the priority in their organization.

Chandler Barton, retired president and CEO, Coldwell Banker Corporation

Chief Customer Officer blows past theory and gets right to the practical matter of how to bring a company together on behalf of customers. Bliss tells how to overcome the impasse of silos and varying agendas in realistic ways with approaches that can be practiced today. Shes lived inside the corporate structure and imparts sage advice on how to best navigate through it to get results.

Edward Benack, senior vice president of the customer experience and
service, Monster Worldwide, http://www.monster.com

Jeanne Blisss pithy, down-to-earth style, and realistic solutions come straight out of her unparalleled background inside corporations as the chief for driving customer focus and profitability. Anyone trying to clear a path across the organization for customer accountability would be wise to read this book cover to cover and complete the thought-provoking exercises.

Joe Wheeler, author, Managing the Customer Experience

Save yourself years of trial and error! Just pick up this book, enjoy the read (because you will), and do what it says. And get your leadership to read Chief Customer Officer too. Jeanne will tell them what you want them to hear but may be afraid to say in the frank, no-punches-pulled way that she does it here. Jeanne Bliss has been out there herding cats across the silos and with leadership. Shes done everything youre thinking of doing to get the action moving, and then some. Chief Customer Officer is an MBA on driving customer profitsJeanne Bliss style!

Cyndie Beckwith, vice president, customer experience,
California State Automobile Association

All the tools, technology, and training to drive customer profitability wont get you where you need to go if you dont first address the corporation, its agenda, and how to drive this work across the constituencies. Chief Customer Officer debunks how to get this done. It gives realistic perspective and real-world techniques for instilling the motivation, the metrics, and the mechanics required to make traction inside the corporate machine.

Bill Price, former first global vice president
of customer service, Amazon.com; president, Driva Solutions;
and cofounder, LimeBridge Global Alliance

Chief Customer Officer gives a realistic view of what this work of driving customer focus and profitability is really all about. Jeanne Bliss has been there, shes one of us. And she gives the tools, support, and real-world advice that we need to move this work ahead in our own organizations.

Matt Woody, vice president, customer support services,
Fidelity Investments

Jeanne Bliss has gotten down the rigor of what really happens in the daily quest to bring customer focus into an organization. She gives clarity to what we are living, but never seem to have the time to think through and strategize our way out of. These are: bringing the different factions of the organization together for a common customer purpose, setting aside the individual silo priorities, and creating metrics that rally and unify disparate parts of the organization. Finally, the best thing Bliss does is offer ideas, answers, and tools so youre left with hope that you can get this work done and a game plan for how to do it.

Pat Barry, chief operating officer and chief financial officer,
Bluefly, Inc., www.bluefly.com

Jeanne Blisss take on how to drive customer profitability management into our organizations is clear and actionable. She gets right to the heart of what makes this work challenging, and provides realistic approaches, tools, and her personal stories of how she persevered her way through the work. Chief Customer Officer is a reference which Ill reach for again and again as I drive this work inside my own organization.

Mike Webber, manager, customer support program & project office,
Bombardier Business Aircraft

INTRODUCTION

Heres the deal about this book. Its about reality. How to get the customer thing (you know, the public proclamation to focus on customers, followed by mass confusion on what to do) done beyond the lip service, T-shirts, coffee mugs, and big kickoffs. Its about how to push the customer rock up the hill by turning the focus on the obvious: customer profits. Its about how to figure out how big that hill is. And its about how to keep that rock from falling on your head ... as little as possible. Its about figuring out if youve got the leadership guts to take this effort on, and its about navigating the corporate machine to figure out how and where to best leverage this effort from. And, yes, this book is also about knowing when to pick up your marbles and go home. So enough with the hand waving and chanting that this year really is about the customer! Enough with the crazy task forces, the meetings before the meetings, the meetings after the meetings, and the actual silly meetings that accomplish little more than pushing peas around on our plate. Lets get something done.

Theres a lot of talk going on now about having a chief to own the customer effort. Sounds great, right? Well ... maybe. Dont put your money down until you know what youre buying, how this role can fit in your organization and how hard you have to work to make it a success. This is expensive real estate in terms of commitment, time, people, and changing how people work. It will send some into a state of happy delirium and will annoy others. You need to know exactly what it will do to whom and why before you pull the trigger. Does this chief give everyone the ability to wipe their hands of doing the customer thing? Does this chief person make it easier for the CEO to make a public commitment to the customer? And just what are they chief of? Surely to lead the customer thing, dont they need to own the operations where the customer issues are created and resolved? Not necessarily. Who does this person report to? Is this an evangelist or a doer?

Youll get answers to all of these questions in this book. Youll examine your organization and determine if this is the right fit for you. Most important, this book will prod you into understanding what has stalled your efforts in the past. What are the deeply rooted things in the way your organization is wired that has gotten in the way, and what considerations are required before you step yet again into the customer commitment arena.

For twenty-five years, Ive had the fifty-ton weight of Just go fix it strapped to my back regarding the customer thing. Ive worked with enlightened leaders where weve been in lockstep every step of the way. Having had the good fortune to begin my customer zealotry career at Lands End, reporting to founder Gary Comer, I received the foundation to know when that path was right. But Ive spent way too much time pounding on doors to get into meetings and onto the agenda and to have a seat in the room where the big decisions are made. These experiences gave me a living laboratory to figure out how to navigate in less friendly waters. My instincts for knowing which kind of water Im in has become quite sharpened, as have the different approaches required to get the job done. Over the years, these survive-and-thrive tactics have amassed into a playbook, which I have assembled into this tome you have in your hands.

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