Скачать или смотреть Your CEO is Your Chief Customer Evangelist

When it comes to how your company treats customers, it all starts from the top. The CEO is the leader of the organization and the person who people will always look to. In times of trouble, the CEO’s reaction sets the tone for the rest of the company. But the CEO also sets the tone in their day-to-day actions by how they treat customers and where their priorities lie.

A CEO who cares deeply about customers and who is constantly talking about them and making them a big part of the overall strategy will naturally encourage the rest of the employees to follow suit and make customers central to everything they do. Employees at all levels of the organization will reflect the CEO’s attitude, excitement, and desire to serve the customers. Taking care of customers will become an important part of the company’s culture and something that comes naturally to employees. Think about CEOs like Jeff Bezos, who spends time in the call center each year interacting with customers and actually forwards and replies to customer emails. Because of his example and leadership, Amazon is known for having an amazing customer experience. The same can be said of Elon Musk, who considers himself to be Tesla’s “product architect” in addition to being CEO, meaning he cares deeply about the product and is very involved in making sure customers get the best possible car and experience. That attitude goes throughout the entire company and is one reason why Tesla is such a highly respected company.

In contrast, however, are CEOs who are more focused on money than people. These are the leaders who employees only see when they report the quarterly earnings and who seem to be more focused on pleasing their shareholders than pleasing their customers. These CEOs create strategies to earn more profits regardless of what it means for the customers. That lack of focus on the customer will permeate through the entire organization and create a lack of excitement for serving the customer. Customers are quick to notice these things and will likely take their business elsewhere if they don’t feel valued, which will affect the stock price.

A CEO with an infectious attitude towards creating an amazing customer experience can lead a company towards growth and financial success. The CEO really sets the tone for the rest of the company and needs to be the chief customer evangelist to make sure customers are central to everything the company does.

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BLAKE'S TAKE
Blake's Take features content on customer experience and includes regularly updated educational content. My goal is to help educate subscribers on how customer experience is changing. Themes such as innovation in customer experience, customer engagement, social customer service, marketing and content are all going to be covered here so make sure to subscribe!

WHO IS BLAKE?
Blake Morgan is a customer experience futurist and the author of “More Is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences.” She is an advisor, speaker, Forbes and Harvard Business Review contributor on customer experience. She was recognized by ICMI as a top 50 thought leader for 2016.

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