Is the chief customer officer a threat to the CMO?

Arvind Hickman
By Arvind Hickman | 7 July 2017

This is a free excerpt from AdNews print magazine July edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

More organisations are bringing in chief customer officers or customer experience officers. Sometimes they sit alongside marketers, other times they replace marketers, which means in some ways it’s good for the discipline of marketing, but in others it can threaten the CMO’s position.

AdNews asks execs from Maxus, Principals, Salesforce, Isobar Melbourne, Australia Post and Now Comms Group to get the verdict. Here's a few snippets:

Maxus CEO Mark McCraith says: "If I was the CMO and someone came in as chief customer officer I would be feeling threatened."

Principals group strategy director Tim Riches says: "The fundamental problem caused by this divide is where the customer experience function loses sight of the brand."

Salesforce for advertising director (DMP and advertising technology) Kevin Doyle says: "Organisations that are breaking down internal silos between customer service and marketing are experiencing huge upturn."

Isobar Melbourne executive strategy director Sam Sterling says: "The rise of the experience economy and the need to differentiate means a growing number of organisations are latching on to the concept of customer centricity."

Australia Post CCO Christine Corbett says: "This new function has a dedicated focus on advocating for and involving customers to ensure we continue to meet the needs of the Australian community."

Now Comms Group CEO Kingston Lee-Young says: "When your customer buys your product, they just expect everything to be seamless. They don’t care how many different internal departments your company has."

Big Question 17

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