What does ‘customer-led’ really mean?
Despite the importance of the ‘customer experience’ having been recognised for many years, the role of the Chief Customer Officer is still a relatively rare creature. There is more and more data showing that being truly customer-led is a profound differentiator and commercial driver for any organisation. Interserve is by no means the finished article, but we do recognise that being customer-led has huge value to our organisation, creating real value for all concerned – both for us and our customers. I was pleased to be able to contribute to this report, which is a great insight into the relatively new world of the Chief Customer Officer and has important learnings for any organisation in the business of acquiring and retaining customers.
Iain Shorthose, Director of Customer Experience