Why Brand Managers will report to the Chief Customer Officer

Definition: A Chief Customer Officer builds relationships with customers, cultivates those relationships and grows social equity. He/she promotes a customer-centric culture in a company and removes obstacles within the company to customer satisfaction. Customer managers identify customers’ product needs, while brand managers supply products that fit those needs. In a P2P environment, such a reorganization is critical to success.

A further definition: an executive that provides the comprehensive and authoritative view of the customer and creates corporate and customer strategy at the highest levels of the company to maximize customer acquisition, retention, and profitability.

There are now more than 300 Chief Customer Officers in the world and perhaps hundreds more serving the same role but without the formal title. The role is evolving rapidly, and more CCOs are being appointed every month.

The CCO role is evolving into more of a “Chief Customer Strategy Officer,” focused primarily upon driving profitable customer strategy at all levels of the company with the express goal of acquiring, retaining, and serving the right customers for greater profits. It is no longer a “nice to have” designation; for many companies it is business critical and primary source of competitive advantage. In a telling about-face, many people have stopped complaining that a CCO is unnecessary because a company has a CMO. Instead, they are advocating an extreme position in which the CMO should be replaced with a CCO.(Source:

In the world of the past (and present for many still), the product manager would use one-way mass marketing to push products to people. In the world of the future (and growing as a present-day reality), customer managers engage individual people or narrow segments in two way communications, building long-term relationships by promoting whichever of the company’s products a customer would value most at any given time. This is more similar to a B2B paradigm.

A customer manager is the ultimate expression of marketing (find out what the customer wants and fulfill the need) while the product (or brand) manager is more aligned with the traditional sellling mind-set (have product, find customer). Look for more movement in this area in the coming year at the enterprise level, even as companies of all sizes begin acknowledging the need for Community Managers (who are ideally aligned with their values). A major “IT” position in social business is Community Manager AND Chief Customer Officer.

(“To compete, companies must shift from pushing individual products to building long-term customer relationships.

The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research, and CRM.

These changes shift the firm’s focus from product profitability to customer profitability, as measured by metrics such as customer lifetime value and customer equity. This organizational transformation will uproot entrenched interests and so must be driven from the top.” ~ Roland T. Rust, Christine Moorman and Gaurav Bhalla in Harvard Business Review, January-February 2010)

(“The key to business success, particularly in a down economy, is anticipating customer needs and continuously deepening customer relationships,” says Jeb Dasteel, CCO Council’s CCO of the Year 2009. “We’ve gotten really good at listening to customers, prioritizing feedback, and driving customer strategy at all levels.”)

(The average small/medium-biz CRM customer is 200 to 1000 employees. These are the organizations that Queener speaks of – the ones that need to understand and engage the social customer so badly.

“I don’t know if it’s a question of small vs large organizations,” he said. “Small [businesses] need to be scrappier; they don’t have the manpower.”

“When you have organizations of 200 to 1000 employees – the CIOs come from the business,” Queener said. “It’s all about moving fast-fast-fast.” ~ Brett Queener, SVP, Products, Salesforce)

The Maturation of Social Media in 2010

1. Companies will expect ROI from their Social Media efforts.

2. The Social Media Specialist (Community Manager) position will become mainstream.

– As a Social Media Specialist you will be responsible for link building and socialization of our client’s online content. Familiarity with the internet, social media sites, search engines, discussion boards, blogs, video sharing sites and podcasting is an asset but a willingness to learn is essential. You must possess excellent written and verbal communication skills in order to write and edit high quality content. A background in interactive marketing or public relations is considered a plus. The ability to find solutions in order to generate measurable results for clients is necessary as well as the generation of reports on those efforts.

Job Accountabilities:
• Contribute strategy and solutions to new business efforts
• Proactively introduce new ideas for client initiatives
• Develop online outreach strategy
• Work with clients to identify the most appropriate blogs
• Establish relationship with key bloggers
• Monitor social networks for potential threats or opportunities
• Leverage social networks to build affinity with either a company, product or issue position
• Leverage video sharing sites like YouTube to advance a client’s message or image
• Conduct online research to identify Web sites and online influencers for outreach
• Conduct one-to-one outreach to site editors, writers, and other influencers
• Develop and manage online strategic partnerships for client projects
• Concept and manage paid placement opportunities, including sponsorships and search engine                  and banner advertising (organic search engine marketing)

3. Cultural shift inside of companies.

4. Social Media Monitoring will be a necessary component

5. Agencies and companies will hire data analysts:
Detailed Description of Role
* Campaign set-up
* Structuring, maintaining and evolving accounts across all search engines
* Keyword Research: using a variety of research tools and own initiative
* Ensuring efficient bid management strategies to maximize campaign potential
* Testing & Optimisation – regular testing on different aspects of PPC campaigns
* Performance monitoring – keeping a check on all key performance parameters
* Identifying opportunities for improvement/growing revenue and sales

* Daily Logging of Client Stats and Supplier Spend
* Ensuring budgets and targets are met
* Preparing weekly reports and analysis

* Ensuring campaigns are functioning correctly
* Addressing poor performing campaigns
* Ensuring visibility of key terms on the engines
* Identifying/spotting irregular behavior on the adspace/performance data

Person Specification
A highly analytical and motivated individual to join the existing Search / Social Media team. The ideal candidate must be able to perform well under pressure within in a fast-paced environment.

Skills / Experience
* Degree educated, ideally in a scientific/technical discipline
* Knowledge/experience of PPC desirable
* 1 or 2 years professional experience within a technical/analytical field is desirable
* Highly Analytical – able to absorb large amounts of data quickly to make quick decisions/provide solutions and ideas
* Exceptional attention to detail
* Driven & Motivated; we are looking for someone who is very performance driven
* Fast learner; able to quickly grasp all key tools/technology
* Innovative & creative; able to think outside the box, this role will require someone able to carry out testing and optimization across our client accounts
* Hungry to learn & enjoys a challenge
* Able to take ownership/responsibility
* Well organized, efficient and ability to meet strict deadlines
* Advanced Excel skills
* Passionate about online marketing

6. Integration of platforms and processes will be critical.