2013 Predictive Consulting Group, Inc.

All rights reserved. Reproduction prohibited.

CHIEF CUSTOMER OFFICER COUNCIL | www.ccocouncil.org | (978) 226-8675 Page 1

Who Cares Whether the
CCO Tweets?

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

Who Cares Whether the CCO Tweets?


Curti s N. Bi ngham
Founder and Executi ve Di rector
Chi ef Customer Offi cer Counci l
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now LhaL LweeL" has become a verb, lL seems LhaL everyone has a 1wlLLer, lacebook, Coogle+, and any
oLher alphabeL soup soclal medla accounL. And rabld soclal medla experLs" are calllng for every C-level
execuLlve Lo embrace soclal medla as parL of Lhelr new commlLmenL Lo Lransparency."
Who cares wheLher or noL Lhe CCC LweeLs? ls Lhe CMC golng Lo maglcally creaLe brand evangellsLs ln
140 characLers? lf Lhe ClC posLs a famlly vacaLlon snapshoL on Lhe company blog ls Wall SLreeL golng Lo
ralse earnlngs expecLaLlons?
l Lhlnk noL. Whlle Lhere are beneflLs, wheLher you choose Lo blog or personally parLlclpaLe ln soclal
medla ls lrrelevanL. Powever, Lhere are four Lhlngs CCCs need Lo be Lhlnklng abouL now wlLh regards Lo
Lhls powerful phenomenon.
Customer monitoring
More and more of our cusLomers ,#. on soclal medla and, wlLh Lhe prollferaLlon of soclal medla
monlLorlng Lools, we have aL our flngerLlps a very rlch and real-Llme vlew of cusLomer (or end-user, as lL
may be for your buslness) needs, deslres, and lssues. uo we need yeL anoLher source of lnformaLlon
abouL our cusLomers? We mlghL Lhlnk noL, buL ln LruLh, Lhls source ls far more lmmedlaLe Lhan sales
reporLs, quarLerly rolllng surveys, or even posL-lnLeracLlon surveys. And because Lhey are unsollclLed,
Lhey are probably more accuraLe alLhough someLlmes far more lnflammaLory due Lo Lhe lnherenL
anonymlLy of Lhe medlum. Leverage Lhe opporLunlLy presenLlng lLself and use lL Lo mlne lnformaLlon
abouL cusLomers, users, and even compeLlLors and deLracLors. WhaL mlghL words sald ln pseudo-publlc
Lell you abouL prlvaLe buslness sLraLegy and dlrecLlon LhaL salespeople can leverage?
Triage and escalation avoidance
As we've seen over and over agaln, mlsLakes and mlshaps can go vlral ln a hearLbeaL. ledLx dld a

2013 Predictive Consulting Group, Inc.
All rights reserved. Reproduction prohibited.
CHIEF CUSTOMER OFFICER COUNCIL | www.ccocouncil.org | (978) 226-8675 Page 3

wonderful [ob of respondlng wlLhln 48 hours Lo a securlLy camera vldeo of one of lLs drlvers caughL
Lhrowlng a monlLor over a cusLomer's gaLe. ln Lwo days Lhe vldeo recelved more Lhan 4 mllllon vlews
and 17,000 commenLs. 1he Sv of u.S. CperaLlons lssued a vldeo and prlnL response LhaL was fanLasLlc:
apologlzlng, relLeraLlng Lhe Lrue values of Lhe company, deLalllng acLlons belng Laken, and reachlng ouL
Lo Lhe offended cusLomer. Lvery news arLlcle lncludes reference Lo hls response, nearly nulllfylng Lhe
lmpacL of Lhe orlglnal mlsdeed. We have all spenL slgnlflcanL Llme and energy creaLlng ln our companles
elaboraLe, closed-loop Lrlage and lssue resoluLlon processes for our cusLomers ln Lhe call cenLers, sales
channels, and aL Lhe execuLlve level. We need Lo exLend Lhose processes Lo soclal medla Lo dlscover
problems and nlp escalaLlons before Lhey become full-blown 8 nlghLmares LhaL damage our brand,
loyalLy, and proflLs.
Opportunity discovery
uurlng Lhe Super 8owl a couple of years ago, a number of cusLomers were hlghly offended by Co
uaddy's conLlnulng borderllne rlsque adverLlsemenLs and expressed Lhelr frusLraLlon wlLh Lhe obvlous
dlsconnecL from Lhelr personal values along wlLh Lhelr lnLeresL ln changlng domaln hosLs. An lndlvldual
ln ComcasL's Lhen-nascenL soclal medla monlLorlng group happened Lo be waLchlng and offered Lhem a
speclal lncenLlve Lo swlLch. 1here was a falr amounL of buslness generaLed by Lhls lucky caLch. WhaL
opporLunlLles can we flnd and shuLLle Lo our sales Leams?
Employee engagement
ln addlLlon Lo all Lhe beneflLs, soclal medla can be a legal nlghLmare, a 8 dlsasLer, or slmply a venue ln
whlch cusLomer LrusL can be damaged or desLroyed. Make sure you provlde cusLomer-faclng employees
auLhorlzed Lo use soclal medla channels on Lhe company's behalf wlLh clear guldellnes for approprlaLe,
buslness-relevanL soclal medla behavlor. 1ake advanLage of Lhe many new buslnesses LhaL are emerglng
Lo help companles monlLor and conLrol how employees lnLeracL wlLh cusLomers uslng soclal medla. ?our
ob[ecLlve should be Lo empower and leverage Lhe enLhuslasm of your employees Lo bulld LrusL, promoLe
producLs and servlces, champlon Lhe brand, and fosLer producLlve cusLomer relaLlonshlps, whlle
provldlng guldance and overslghL Lo Lhe creaLlon of a conslsLenL cusLomer experlence across all
channels.
WhaL are your LhoughLs? Who cares wheLher or noL Lhe CCC LweeLs?
*


*
Copyright Notice: All content contained in this article is copyright protected material. Reproduction, in whole or in
part, in any form or medium, without the express written permission of the Chief Customer Officer Council is strictly
prohibited.

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
1he flrsL Lo promoLe Lhe role of chlef cusLomer offlcer (CCC) as caLalysL for
compeLlLlve advanLage, CurLls ls recognlzed as Lhe world's foremosL auLhorlLy on
CCCs. Pe ls founder and LxecuLlve ulrecLor of Lhe Chlef CusLomer Cfflcer
Councll` and creaLor of Lhe CCC 8oadmap and Lhe CusLomer CenLrlclLy MaLurlLy
Model: groundbreaklng, proprleLary works LhaL asslsL companles achleve
cusLomer cenLrlc culLure and revenue growLh. CurLls ls a champlon of cusLomer
engagemenL as a crlLlcal growLh englne and flrsL Lo ldenLlfy engagemenL as Lhe
nexL evoluLlonary sLep beyond loyalLy. An lnLernaLlonal speaker, auLhor, and
consulLanL, CurLls ls passlonaLe abouL creaLlng powerful cusLomer sLraLegles and
LrusLed for hls buslness acumen, acLlonable lnslghLs, and commlLmenL Lo
measurable buslness resulLs.

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
./012 341/ 05467 869743/1 /2:0:/3/27
!"# %&'()*#+ ,-./.#*#-( !+/0#1()+2 - ln Lhls 34-."/* 5674')+2 CurLls
provldes a framework for undersLandlng where engagemenL emerges ln Lhe
buslness-cusLomer relaLlonshlp Lo provlde lLs greaLesL value.
ln addlLlon, you'll also learn how real world companles such as MeLLlfe, Cracle,
and 8loL Cames are engaglng Lhelr cusLomers and en[oylng boLLom llne
lmprovemenLs Lo revenue and shareholder value as a resulL.
D0?)60,2 30"# 4#.. /053 $02,3 ,$ www.ccocouncll.org/Lheblnghamadvlsory/
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ccocouncll.org/vldeo

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ccocouncll.org/excluslveresources

.#$C(?D$ E#,);,,#"$ F"+ 884,
(lor vs and above)
CCC Councll neLwork