CHIEF CUSTOMER OFFICER COUNCIL www.ccocouncil.org | (978) 226-8675 Page 1 Soci al Medi a has Thrown Compani es Back to the Dark Ages
by Curtis N. Bingham
2013 Predictive Consulting Group, Inc. All rights reserved. Reproduction prohibited. CHIEF CUSTOMER OFFICER COUNCIL www.ccocouncil.org | (978) 226-8675 Page 2 Soci al Medi a has Thrown Compani es Back to the Dark Ages
Curtis N. Bingham Founder and Executive Director Chief Customer Officer Council
cottls 8loqbom ls tbe tecoqolzeJ ootbotlty oo cblef costomet offlcets ooJ tbe fltst to ptomote tbls tole os o cotolyst fot competltlve oJvootoqe. ne ls tbe cteotot of tbe ccO kooJmop, o qtoooJbteokloq wotk cootololoq 100- ctltlcol sttoteqles esseotlol fot costomet ceottlclty. As oo lotetootloool speoket, ootbot, ooJ coosoltoot, cottls ls posslooote oboot cteotloq costomet sttoteqy to sostoloobly qtow teveooe, ptoflt, ooJ loyolty.
1he advenL of soclal medla has Lhrown companles back Lo Lhe uark Ages. CusLomers have Laken Lo Lhe sLreeLs, complalnlng abouL anyLhlng and everyLhlng. lorward momenLum has ground Lo a halL as companles spend an lnordlnaLe amounL of Llme scourlng soclal medla slLes, Lrylng Lo flnd dlssaLlsfled cusLomers, puLLlng ouL flres before Lhey become conflagraLlons, and offerlng dlscounLs Lo make up for mlsLakes. All Lhese efforLs are a huge drag on resources, Llme, and forward momenLum. Cr ls lL really as bad as all LhaL? ln LruLh, many of buslness's llls used Lo be hldden from vlew. CusLomers dldn'L complaln, Lhey dldn'L have a venue. osLlng a slgn on a downLown n?C sLreeL corner saylng, "LlsLen Lo me whlne!" dldn'L do any good. CusLomers slmply lefL. And companles dldn'L really care, because even lf dlsgrunLled cusLomers Lold elghL people, lL was only elghL. 8uL now every cusLomer has a megaphone and a !umboLron Lo reach Lhe largesL, mosL crowded sLadlums ln Lhe world. no longer can companles geL away wlLh lgnorlng cusLomers who don'L complaln loudly enough or who don'L know Lhe CLC well enough Lo escalaLe lssues Lo hls personal aLLenLlon. no longer can companles geL away wlLh lgnorlng cusLomers Lhey hold capLlve. 1hose cusLomers now have channels Lo severely dlssuade new cusLomers!
2013 Predictive Consulting Group, Inc. All rights reserved. Reproduction prohibited. CHIEF CUSTOMER OFFICER COUNCIL www.ccocouncil.org | (978) 226-8675 Page 3 AlLhough palnful, lL ls a wonderful Lhlng LhaL Lhls dlrLy laundry ls alred for all Lo see. Lven Lhough lL slows forward momenLum. Lven Lhough lL causes a flresLorm ln Lhe 1wlLLersphere. Companles need Lo embrace Lhls model fully as Lhey halL Lhe presses and flx Lhe baslcs of Lhelr buslnesses. Cnly by reseLLlng ln such a fashlon can Lhey lay Lhe foundaLlon for forward lnnovaLlon as Lhey leave Lhe uark Ages of cusLomer dlsregard and enLer Lhe Age of LngagemenL, where cusLomers are heavlly lnvolved ln every aspecL of Lhe modern buslness. *
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2013 Predictive Consulting Group, Inc. All rights reserved. Reproduction prohibited. CHIEF CUSTOMER OFFICER COUNCIL www.ccocouncil.org | (978) 226-8675 Page 4 About CURTIS N. BINGHAM As LxecuLlve ulrecLor of Lhe Chlef CusLomer Cfflcer Councll`, CurLls 8lngham ls Lhe recognlzed auLhorlLy on chlef cusLomer offlcers and Lhe flrsL Lo promoLe Lhls role as a caLalysL for compeLlLlve advanLage. Pe ls Lhe creaLor of Lhe CCC 8oadmap, a groundbreaklng work conLalnlng 100+ crlLlcal sLraLegles essenLlal for cusLomer cenLrlclLy. Pe has creaLed Lhe comprehenslve CusLomer CenLrlclLy MaLurlLy Model used Lo assess and gulde cusLomer-cenLrlc organlzaLlonal sLraLegy, and ls a champlon of cusLomer engagemenL as a crlLlcal growLh englne. As an lnLernaLlonal speaker, auLhor, and consulLanL, CurLls ls passlonaLe abouL creaLlng cusLomer sLraLegy Lo susLalnably grow revenue, proflL, and loyalLy. About THE CHIEF CUSTOMER OFFICER COUNCIL 1he CCC Councll ls a powerful and lnLlmaLe gaLherlng of Lhe world's leadlng cusLomer execuLlves from wldely dlverse lndusLrles. 1he Councll helps execuLlves achleve ob[ecLlves fasLer and more easlly by leveraglng besL pracLlces. lL helps valldaLe and reflne sLraLegles and lnlLlaLlves Lo avold experlmenLlng aL cusLomer expense. Membershlp ls by lnvlLaLlon only, and purposefully cross-polllnaLed wlLh Lhe mosL forward-Lhlnklng companles, large and small, so as Lo help cusLomer execuLlves dellver solld, cusLomer-cenLrlc buslness resulLs. lor more lnformaLlon, emall lnfo[ccocouncll.org or call 978-226-8673.
!"#$ &'( )"$*(+,-&#"$ www.ccocouncll.org !"#$%&'( *+&('$+,$ "+ -'./"0$% -$+/%1,1/2 3 Aotbotlty ls tbe cotteocy of tbe c- 5olte. Cteotet Aotbotlty meoos qteotet oblllty to lofloeoce tbe otqoolzotloo to toke o JeslteJ octloo. 5o bow Jo yoo locteose yoot ootbotlty ooJ bettet ose tbe ootbotlty tbots beeo qtooteJ to yoo? now coo yoo bollJ sttooqet telotloosblps ooJ Jemoosttote ooJ commoolcote tesolts? lo tbls 41+5670 89:1."%2, yooll oot ooly leoto oboot tbe tbtee types of cblef costomet offlcet ootbotlty. losltloool, 8ottoweJ ooJ otoeJ, yoo'll olso leoto flve woys to bottow ooJ foot woys to eoto qteotet ootbotlty, wltb speclflc exomples of eocb. uowolooJ yoot ftee copy toJoy ot www.ccocouncll.org/Lheblnghamadvlsory/