Speaking of the Friction Model, I came across an article based heavily on work done by Bruce Temkin of Forrester Research reviewing the state of the Chief Customer Officer position. You know how I feel about this idea; this CCO function should be performed by Marketing.
Why? Because Marketing has the ability to measure, predict, and act on the Friction in the system which causes dis-Engagement. Heck, lots of the time Marketing (examples) causes this Friction.
Here’s an interesting quote from the article:
“This job is about helping the rest of the company improve, not taking responsibility for the improvement,” Temkin said. “At the end of the day, you still have to have an executive team responsible for running the business. The only way to proceed is to get customer experience embedded into what they’re doing.”
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