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Using Data To Prove Your Value

In my interviews with successful CCOs, one central thread running through our conversations has been the importance of using data to prove the CCO’s value in those first two years. Even a seasoned executive can become overwhelmed or distracted by the job of managing and making data relevant, so this article offers three best practices to help ensure your data effectively improves your perceived value.

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The Chief Customer Officer Council
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
56 views

Using Data To Prove Your Value

In my interviews with successful CCOs, one central thread running through our conversations has been the importance of using data to prove the CCO’s value in those first two years. Even a seasoned executive can become overwhelmed or distracted by the job of managing and making data relevant, so this article offers three best practices to help ensure your data effectively improves your perceived value.

Uploaded by

The Chief Customer Officer Council
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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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 1
Usi ng Data to Prove
Your Val ue


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
Usi ng Data to Prove Your Val ue


Curti s N. Bi ngham
Founder and Executi ve Di rector
Chi ef Customer Offi cer Counci l
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.

lL's a challenge for Lhe CCC, as well as any loyalLy execuLlve, Lo prove value and geL lL rlghL ln Lhe flrsL
Lwo years, much less Lhe flrsL. Lven Lhough 67 of companles wlLh CCCs ouLperformed Lhelr lndusLry
and markeLs ln 2010, lL ls Lhe mosL fraglle member of Lhe C-SulLe, wlLh an average Lenure of 31 monLhs
based on research conducLed by Lhe CCC Councll. ln my lnLervlews wlLh successful CCCs, one cenLral
Lhread runnlng Lhrough our conversaLlons has been Lhe lmporLance of uslng daLa Lo prove Lhe CCC's
value ln Lhose flrsL Lwo years. Lven a seasoned execuLlve can become overwhelmed or dlsLracLed by Lhe
[ob of managlng and maklng daLa relevanL, so here are Lhree besL pracLlces Lo help ensure your daLa
effecLlvely lmproves your percelved value.
Let the Data Speak Not Swallow You Up
CollecLlng and bulldlng daLa ls a flrsL essenLlal sLep ln connecLlng you Lo lmproved flscal resulLs. 8uL
raLher Lhan maklng daLa a cenLral focus of your [ob, lL should be used Lo lnform you of Lhe crlLlcal areas
where your energy can be focused for greaLesL lmpacL. Analyzlng daLa should noL become Lhe blg black
hole you lose yourself ln. added wlLh a llLLle appreclaLlve lnqulry, quallLy daLa wlll palnL a clear plcLure
for where you can lmprove dellvery of value Lo Lhe cusLomer.
Connect to the Customer Using Data
ln some companles, Lhe CCC has no dlrecL ownershlp over processes LhaL Louch Lhe cusLomer, maklng lL
lncredlbly lmporLanL for Lhe CCC Lo connecL her role Lo cusLomer saLlsfacLlon. She does LhaL by
consLanLly measurlng and monlLorlng cusLomer feedback, cusLomer loyalLy, and cusLomer saLlsfacLlon.
ConnecLlng Lo Lhe cusLomer allows you Lo flgure ouL whaL drlves cusLomer saLlsfacLlon and repeaL
revenue. lL glves you crlLlcal LracLlon Lo dellver your polnL of vlew Lo an execuLlve Leam. lL helps you

2013 Predictive Consulting Group, Inc.
All rights reserved. Reproduction prohibited.
CHIEF CUSTOMER OFFICER COUNCIL
www.ccocouncil.org | (978) 226-8675 Page 3
frame compelllng messages Lo dellver Lo your Leams and cusLomers, and provldes Lhe needed borrowed
auLhorlLy Lo boosL Lhe percepLlon of your value.
Own the Customers Voice and Make it Visible With Data
Successful CCCs are spendlng a loL of Llme communlcaLlng sLorles lnLernally and exLernally, sLorles of
revenue lmpacL, Lurnarounds, cusLomer loyalLy lmprovemenLs, eLc. AL Lhe end of Lhe day noLhlng speaks
more loudly Lhan a greaL Lrack record and excellenL execuLlon-so use your borrowed auLhorlLy as Lhe
volce of Lhe cusLomer Lo creaLe a buzz around cusLomer or organlzaLlonal successes, and Lo ploL Lhe
road map for conLlnulng relaLlonshlps. uaLa may change or dlsappear, buL people wlll remember sLorles,
and ulLlmaLely, Lhe sLorles you collecL persuade oLhers Lo acLlon.
CuesLlon Lo conslder: how adepL are you aL LranslaLlng/framlng cusLomer daLa for your execuLlve
Leam?
*



*
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
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. 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.


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losltloool, 8ottoweJ ooJ otoeJ, yoo'll olso leoto flve woys to bottow ooJ foot
woys to eoto qteotet ootbotlty, wltb speclflc exomples of eocb.
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