The emergence of the Chief Customer (Experience) Officer in APAC

The emergence of the Chief Customer (Experience) Officer in APAC

It is not that long ago that it was unusual to find a Chief Customer Officer (CCO) or even someone whose primary function was owning the company/group wide Customer Strategy, whilst being a member of the C-Suite.

Well, I am happy to report that this is becoming less the case by the day. Which for someone running an event specifically for the CCO, is great news, but the real question is why? Why are there more and more CCOs almost daily?

From my many conversations which thanks to my fairly extreme curiosity, probably feel like interviews, I can say the answer seems to be primarily three reasons;

1. Liberal use of CXO job titles – With no offense meant, it is clear that there are many using the title CCO, who in fact have colleagues at the same level also responsible for CX. In fact, I have seen a few companies with more than one CCO, which kind of goes against the term ‘Chief’. This is not really a problem and in some cases due to business size and structure can actually make sense e.g. a CCO in both the retail and commercial divisions of a big bank. As group CCO’s are named, this will become less common.

2. Optics – It appears some companies when bringing on a new CX Director are renaming the role without elevating it, in order to keep up with the trend in a very “We need to have a CCO, so let’s rename the role” kind of way. I would suggest that the actual elevating of the role will likely follow pretty quickly for many and this may be an intended first step in some cases.

3. An increased commitment to CX – Hooray, the answer we were all hoping for. In fact, in more cases than the above two, we are seeing companies identify the importance of the Customer Strategy and the need to infuse the customer into major decisions and therefore the requirement to have an owner within the C-Suite.

Here is a graphic to show the current Geographical breakdown of CCOs and CCXOs by region

When looking at the numbers at a country level it appears that a single country is holding up some regions e.g. Singapore and India.

I think it is fair to say that some of the most exciting CX transformations globally are taking place or are about to within APAC and I am very excited to continue to help Existing, New and Future CC(X)Os find the right opportunities, solutions and strategies to ensure the success of the role through our series of forums.

Get in touch if you think you would like to join the discussion at any of our APAC series:


CCO Melbourne – April
CCO Singapore – July
CCO Sydney – October


And be sure to participate online via @benjaminshipley @CCOHangout and


By Ben Shipley:

Ben Shipley is the Partnerships Director at Corinium Global Intelligence. You may reach him at [email protected]  Twitter: @benjaminshipley LinkedIn:




Related Posts

Leave a Reply

Corinium Global Intelligence is registered in England & Wales, number 08520994. Registered office:
Brook House, School Lane, South Cerney, Cirencester, GL7 5TY.

Share This