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The Essential Role of Customer Science for CIOs

In today’s world, customers have the power to share their opinions through various platforms, making it crucial for businesses to meet or exceed customer expectations in order to avoid negative impacts. One example of this is the case of Snapchat, which experienced a loss of $1.3 billion in market value in just one day after a negative tweet from celebrity Kylie Jenner regarding the app’s new layout. This incident, as well as many others, highlights the high cost of failing to meet customer expectations.

One of the challenges in the journey towards customer science is the presence of paradoxes. Despite the common saying that “The Customer is King,” many organizations lack a designated individual with the authority to ensure that every customer interaction is positive. This raises questions about the roles of emerging positions such as chief customer officer or chief experience officer.

Glenn Laverty, former president and CEO of Ricoh Canada, addressed this paradox by integrating customer experience metrics into every employee’s compensation structure. By tying compensation to customer satisfaction, Laverty was able to instill a culture focused on meeting and exceeding customer expectations.

At Boeing, there has been a clear indication that production throughput metrics have taken precedence over safety considerations. Customer science can help organizations create a balanced approach by aligning everyone’s compensation with customer experience metrics.

Claes Fornell, founder of the American Customer Satisfaction Index, has highlighted the data paradox in customer science. Despite organizations collecting more customer data than ever before, there seems to be a disconnect in understanding how to use this data effectively to improve customer satisfaction. As the emphasis shifts towards customer science, it is essential for businesses to leverage data effectively in order to better meet customer expectations.

By Samantha Jones

As a dedicated content writer at, I bring a unique blend of creativity and precision to my work. With a passion for storytelling and a keen eye for detail, I strive to craft engaging and informative articles that captivate our readers. From breaking news to thought-provoking features, I am committed to delivering content that resonates with our audience and keeps them coming back for more. Join me on this exciting journey as we explore the ever-evolving world of news and information together.

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