the organization to work together to create unified and optimum delivery of experiences to customers.

For more information on the life of a chief customer officer, see Chapter Eleven. Six chief customer officers currently in this role explain how it's going and tell their story on the experience of driving the customer agenda inside their organization.
**CHAPTER TEN**

**STRUCTURES FOR DRIVING CHANGE**

We're finally down to the nitty-gritty of organization. When I'm asked about the CCO role, the frequent questions are, "What does a CCO do?" and "Where does the CCO report?" The answer to both of those questions is, "It depends." The capacity or the role, structure, and organization depend on your commitment and how large you scale the work. It depends on the age and stage of your organization. Itcard in Japan, he stated, “Japan doesn't need credit cards, it has the most advanced cash system in the world.” Dan illustrated this point by explaining that every month, when it's time for him to pay his rent, he goes to his bank's ABM, withdraws 90,000 yen, crosses the street to his landlord's bank, and deposits the 90,000 yen in cash into his landlord's account. The machine verifies that he has submitted the proper amount of cash and gives him a receipt, as well as change if necessary. True, it's very advanced, but to me this is similar to stating that Mongolia doesn't need planes, trains or automobiles because they have the world's most advanced horses.

When you travel in North America, Europe, and even other places in Asia,