Jim posts about the alarming fall of the Chief Marketing Officer and the rise of the Chief Customer Officer in today’s business. Which only prompts the question -is Customer Service a part of Marketing?
I guess it depends on your definition of Marketing (or, more importantly, your company’s). If Marketing is advertising and promotions and graphics, then Customer Service probably doesn’t belong there. They just need to be equipped and prepared by Marketing.
Of course, since the above definition is not what Marketing is, then I think Customer Service will always work best when it answers directly to Marketing from an organizational standpoint. Because Marketing is about facilitating evangelism. Helping other people spread the word. Making people feel good just when they brush against your brand. Exceeding expectations whenever possible and fessing up and making up for it when you don’t.
And Customer Service can accomplish all of that. It’s ultimately a Marketing Function.
The idea of having a Chief Customer Officer is pretty humorous, but it shows how today’s businesses are groping and reaching for a way to succeed in a market when, more than ever, the customer really is always right.
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