This document discusses how a customer-conscious C-Suite can catalyze company growth. It profiles the perspectives of different C-Suite roles such as the VP of Customer Success, CMO, CIO, CTO, and CEO. Each role is described in terms of how prioritizing customers can impact key metrics like reducing churn, improving marketing and content strategies, leveraging data analytics, enhancing user experience, and setting the right cultural priorities. The overall message is that taking an alternative leadership approach focused on customers rather than just profits can lead to increased revenue, profitability, and competitive advantage.

1. THE
CUSTOMER-CONSCIOUS
C-SUITE
Catalyzing Growth with an Alternative Approach
to Leadership

2. 50%OF MILLENNIALS MAKE AN
EFFORT TO BUY PRODUCTS FROM
COMPANIES THAT SUPPORT THE
CAUSES THEY CARE ABOUT.
2
The brand has evolved.
Today, companies are more than just
business entities and products, but greater
representations of people, beliefs, pursuits
and experience.
Millennials let their beliefs and causes
inform their decisions about which
brands and products to support.
1
1, 2
Forbes: 2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share

3. 3
eMarketer: Want to Improve the Customer Experience? Get Aligned
Meet your customer-conscious leadership team.
If your leaders approach business problems from an alternative
point of view – from that of the customer – your company
will see top line growth. Get a glimpse into how
each C-Suite member thinks:
12%OF B2B MARKETERS SAID TEAMS
WERE STRONGLY ALIGNED
AROUND A HOLISTIC CUSTOMER
EXPERIENCE STRATEGY.
3

4. V.P. OF
CUSTOMER
SUCCESS

5. Those charged with celebrating the success of customers
know that sometimes it’s not always smooth sailing.
When the waters are choppy, these executives
need to course correct quickly or
face declining revenue.

6. Reduce churn
Churn rate tells two stories.
Why someone stays and why
someone goes. On average,
a company loses about ten
percent of its customer
base each year.
5xMORE EXPENSIVE TO SECURE
NEW CUSTOMERS THAN TO
KEEP EXISTING ONES.
WHEN YOU RETAIN TWO
PERCENT OF THE CUSTOMER
BASE, IT’S LIKE CUTTING
COSTS BY 10 PERCENT.

7. YOUR NEXT C-SUITE AGENDA:
Evaluate churn rate in sales or product
installation/upgrade audit
Review case studies on lost business and why
Initiate a Customer Advocacy Program
The V.P. of Customer Success who responds to the
dynamic ebb and flow of customer relationships
with tailored solutions will build a loyal crew of
customers that make strong referrals.

8. CHIEF
MARKETING
OFFICER

9. 4
Aberdeen Group: Omni-channel Customer Care: Empowered Customers Demand a Seamless Experience
In our social world, customers engage with brands as
a part of their everyday experience, across several
digital channels, including the contact center.
89%OF CUSTOMERS ARE RETAINED BY
COMPANIES WITH EXTREMELY STRONG
OMNI-CHANNEL CUSTOMER ENGAGEMENT.
4

10. Audit omni-channel communications
Marketing efforts should serve a company’s diverse audiences,
with targeted content across all channels, by drawing on
past interactions and data.
90%+CUSTOMERS EXPECT
OMNI-CHANNEL COMMUNICATION
AND SERVICE FROM COMPANIES.
5
5
LinkedIn: 21 Stats Bound to Get Your C-Suite on Board With Content Marketing

11. YOUR NEXT C-SUITE AGENDA:
Construct content strategy backed with deep audience
and channel research
Recruit SWAT team of writers
Measure content performance to generate MQLs
Content is king and consumers crave high-quality information
from brands across all channels. Strong, helpful and
generous storytelling is key to establishing
superior customer engagement.
78%OF CMOS BELIEVE CUSTOM CONTENT
IS THE FUTURE OF MARKETING.
6
6
LinkedIn: 21 Stats Bound to Get Your C-Suite on Board With Content Marketing

12. CHIEF
INNOVATION
OFFICER

13. CORPORATE INFLECTION POINT:
To go from data collection and storage, to full-blown
analytics in order to make better decisions across
all departments.
From the CIO perspective, customer-consciousness is the result of
employing data to be more people-centric. The contact center is
the source of the data what will reveal true customer demands.
2xDATA SCIENTISTS IN THE
PAST FOUR YEARS.
7
7
Forbes: Hot Career: The Number Of Data Scientists Has Doubled Over The Last 4 Years

14. Wise up with data science
When a company maintains a data mart that combines analytics
from the contact center, workforce management, CRM systems,
product engagement and the like, the Chief Innovation Officer
will finally be able to answer some of today’s most
complicated business questions:
“What factors in the customer journey yield higher revenue?”
“What can we update, feature or iterate on in order
to optimize market opportunity?”
“What types of conversations in the contact center
lead to higher revenue?”

15. YOUR NEXT C-SUITE AGENDA:
Invest in easy-to-use analytics tools so you
may only require a business analyst
Optimize company data mart for
customer-driven innovation
Install analytics at every customer
touch point
Ultimately, data science seeks to understand
the human condition and what drives
peoples’ behavior. Using both text and
speech analytics will help measure
context for a better understanding of the
sentiment and emotion in the voice of
the customer. This is the first step
toward putting the customer at the
center of corporate strategy.

16. CHIEF
TECHNOLOGY
OFFICER

17. As the economy undergoes digital transformations in all sectors,
Software-as-a-Services and subscriptions are replacing
traditional product delivery. The Chief Technology Officer
knows that user experience (UX) determines
adoption and loyalty.
“Software is eating the world.”
– MARC ANDREESEN, VENTURE CAPITALIST

18. Empathize to catalyze
According to Yahoo! LABS, UX is “a customer’s
emotional, cognitive and behavioral
connection, at any point in time and over
time” between the user and the software,
app, or technical resource.
BETTER UX = INCREASED SALES
74%OF BUSINESSES BELIEVE THAT UX
IS FOUNDATIONAL TO INCREASING
SALES AND CONVERSIONS.
8
8
Econsultancy: User Experience Survey Report

19. YOUR NEXT C-SUITE AGENDA:
Remodel user experience
Track behavior on website or in-app
Hire top notch UX and UI designers to
drive conversions
If you’re a software or mobile app company
and want to see growth in revenue, ensure
that your CTO prioritizes a frictionless
customer journey.

20. CHIEF
EXECUTIVE
OFFICER

21. The buck can’t just stop with the CEO.
Customer-conscious leadership
must be woven into the DNA
of an organization.
63%CEOS SEE RALLYING THEIR
ORGANIZATIONS AROUND THE CUSTOMER
AS ONE OF THE TOP THREE INVESTMENT
PRIORITIES THIS YEAR.
9
9
PWC: Omni-channel Customer Care: Grow and create competitive advantage

22. There’s one trait the CEO needs to possess
more than any other…
CURIOSITY.
“If you’re the boss, and you manage
by asking questions, you’re laying
the foundation for the culture of
your company or your group.”
– BRIAN GRAZER, AUTHOR OF A CURIOUS MIND

23. YOUR NEXT C-SUITE AGENDA:
Begin and end with questions
Challenge your team
Identify new metrics of success
The CEO breaks old models of thinking
and identifies new metrics of success.
CUSTOMER-CONSCIOUS
COMPANIES ARE 60%
MORE PROFITABLE.
10
10
CMO: 15 Mind-Blowing Stats
About Customer Centricity

24. “That’s how you build better
organizations: by setting a great example.
Companies flourish when you put people
above the bottom-line. We see it every day.
We answer the call.”
­
— TOM GOODMANSON, CEO OF CALABRIO

25. Interested in Building a
Customer-Conscious C-Suite?
Named Leader in Gartner’s Magic Quadrant,
We Catalyze Company Growth:
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