The Chief Revenue Officer’s Role in Shaping CX

Effective customer experience strategies happen when C-level leaders drive change and create a customer-focused mindset. In most companies, this includes the CEO, CMO, and Chief Experience Officer.   But there’s also another crucial role to consider: Chief Revenue Officer.  

Frank Boulben, Chief Revenue Officer at Verizon Wireless, views his role as collaborating across the company to set customer experience priorities. It’s more cost-effective for companies to retain existing customers than to find new customers, especially in a subscription model like Verizon. Increasing revenue comes from delivering a great experience and a great product at each touchpoint.

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When Boulben stepped into his role, he took a deep dive researching Verizon’s customers. That foundational understanding helped him create the customer map. First is the network experience and the core of what Verizon provides customers. Verizon aims to be the best network in terms of coverage and reliability and make that the center of its customer experience. The next layer is the value proposition, or assembling the offers and products that customers want and value. And finally is the touchpoint experience, or how customers interact with the brand. Boulben’s goal is for the experience to be seamless across channels and also be personalized and relevant to each customer.  

Boulben works closely with the Chief Experience Officer and always brings his strategy back to those two main points: an experience that is seamless across channels and personalized.  

The entire Verizon C-suite, including Boulben, regularly listens to customer calls to understand the questions and issues customers face. Boulben says those insights help him see if customer concerns represent larger issues that need to be addressed or if they can be solved individually.  

Without a strong customer focus, revenue can’t grow. Chief Revenue Officers and revenue leaders at all levels play a crucial role in driving customer experience and creating value for long-term, loyal customers.  


Blake Morgan is the bestselling author of The Customer of the Future. Join the new Customer Experience Community here. 

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