
The New Executive Position: CLO, Customer Love Officer
The word love is not used that often in the corporate or business world. It may have been Tim Sanders in his revolutionary book, Love Is the Killer App, who helped bring the word love to the forefront for leaders trying to build a stronger culture and create a better experience for their customers. People were scared to use the L-word in business. Some still are. Some people say it’s “too soft,” but my take is that it just makes you real. If you truly love your people, love your customers and love what you do, it shows. It’s obvious. Love becomes part of the culture. My buddy and professional gifting genius, John Ruhlin, talks about “loving on your customers.” It’s his expression for sending customers meaningful and memorable gifts. I had a great call with a team of real estate agents the other day and we talked about how to show their clients how much they loved them. They were getting ready to promote someone to a position that managed the love process. They asked me if there was a title for that position. I thought about it and here’s what I came up with. This position will be known as the… CLO, as in Chief Love Officer. Think about it. If a company can have a CEO, a CFO, a COO, a CXO, why not a CLO? Welcome the newest title to the C-Suite! It turns out that I’m not the first person to come up with this. TV Personality, Steve Harvey, has given himself the title of CLO. A few others—a very few—have also adopted the title. What does a Chief Love Officer do? For the real estate company, we came up with some of the immediate responsibilities. I’m sure there will be more, and different companies in different industries will have different responsibilities. That said, here’s what we came up within our first brainstorming session: The CLO is in charge of expressing gratitude to customers and sending appreciative follow-ups, such as thank you cards. They remember birthdays, anniversaries and other important customer dates. They’re the one who makes sure others in the company express gratitude toward customers (and employees). When the holidays roll around, they manage the holiday card list—and other appropriate holiday celebrations, such as Valentine’s Day, where true love can happen. The CLO also works with HR to ensure the people hired fit in with the “love culture.” If you have been following my work, you know I love fun titles to describe the responsibilities we have in our businesses. My assistant is the Director of Details. We have a social media and marketing person whose title is Director of Reputation. I’m the Chief Amazement Officer. So, “Chief Love Officer” is not that farfetched. Even if you don’t want to assign someone this title, you can still operationalize love in your organization. So, love on your customers—and your employees!
Season 1 Episodes

How to Deal With Negative Customer Service Interactions
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Small Improvements in Customer Service Create Big Wins
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Empowerment Lessons From the Ritz-Carlton
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Customer Service Lessons From the Best Unknown Companies
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The Story Tells the Story
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How to Be a Customer Service Hero: The Mike Moment
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Winner! Winner! Chicken Dinner! The Versatility of Customer Service
This is a crazy idea, but hear me out. When I was...

The New Executive Position: CLO, Customer Love Officer
The word love is not used that often in the corporate or...

Compare Yourself to the Best
Stop comparing yourself to the competition! It’s okay to ask yourself, “What...

Ritualize the Customer Experience
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A Recipe for Amazing Customer Service
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How Much Does It Cost to Give Great Customer Service?
I recently wrote an article in Forbes about how to get customers...

When Surprise and Delight Becomes Surprise Without Delight
We’ve all heard this expression. The intention is that we surprise our...

Does it Matter How You Refer to Your Customers?
Let me ask you: What do you call your customers? Do you...

Customer Service Week: A Time to Celebrate Customers AND Employees
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Be Nice – It Doesn’t Cost You Anything
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How to Avoid Roadblocks to Great Customer Service
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A Boring Customer Service Experience – That’s What Our Customers Want
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Would You Fight to Make Your Customers Happy?
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How to Really WOW Your Customers
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How to Get Customers to Leave Positive Reviews
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You Can’t Automate Your Customer Relationship
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How to Calculate Your Customer Retention Rate
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The Incomplete Answer
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The Peace of Mind Call
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There’s Magic in Managing the Details
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How to Put Some Fun into Serious Business
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How Do You Really Know If You’re Doing a Good Job?
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The Boss Can Kill the Customer Service Buzz
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The Problem Didn’t Start When Your Customer Told You About It
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The Employee Experience Starts with the Hiring Process
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A Reason to Smile During the COVID-19 Pandemic
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How to Transform the Customer Experience
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Customer Service Training is Not What You Think it is
Many companies have a great focus on providing an excellent or, as...

Your Emergency Response Plan–Be Prepared
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Smile and the World Smiles With You – Unless It’s Fake
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Four Lessons from The Cult Of The Customer
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Do You Take Responsibility When Things Go Wrong?
In a recent video, I talked about the concept of giving recognition...

A Dramatic Change Doesn’t Have to be a Traumatic Change
The word dramatic is a great word. When you use it to...

20 Ways to Improve Your Customer Service Part 2
Last week, I shared the first ten ideas to drive a better...

20 Ways to Improve Your Customer Service Part 1
With all the focus on how technology—including AI, data, personalization and more—can...

New Year’s Reflections: Celebrate Your Accomplishments
It’s that time of year when we make New Year’s resolutions that,...

Five Ways To Prepare For Your Busy Season
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Do Your Employees Get the Recognition They Deserve?
There are some pretty important people in your organization, and I bet...

The Survey Shouldn’t Be the Last Thing the Customer Remembers About You
I’m all for getting customer feedback. There are different ways to go...

Live Up to a Higher Standard of Service
How do you live up to your standard for customer service? A...

Simplicity Leads to a Convenient Experience
Shep Hyken explains how simplicity leads to a convenient experience. Dr. Jason...

Customer Service vs. Customer Experience
Shep Hyken explains how three iconic brands are delivering the complete customer...

That “Something Extra” You Offer to Make Customers Love You
In the realm of business—and especially customer service—we often talk about how...

De-evolution of a Business – How to Stay Relevant to Your Customers
Is your business de-evolving? Or do you have growth? If you want...

How Do You Drive Toward Customer Success?
What do golf and customer service have in common? Want to know...

How to Make Your Customer’s Experience Even Better
How can you create a better experience for your customers? Take a...

Why Your Customers Probably Hate You: Avoid the Customer-Free Zone
Why do some of your customers hate you, and how can you...

Five Tips for Creating Better Customer Experiences Just in Time for National Customer Service Week
How are you celebrating National Customer Service Week this year? Here are...

Customer Service May Not Be Your First Priority, and That’s Okay
Do you focus more on customer service or company culture? If you...

How Do You Deal with Difficult Business Decisions? A Customer Experience Lesson
How do you handle difficult or tough business decisions? If you want...

What You Should Do When a Customer is Wrong & Phrases to Avoid
What do you do when the customer is wrong? If you enjoyed...

What Signals Are You Sending Customers – Customer Experience Training
What signals are you unintentionally sending your customers? If you want to...

Eliminate Friction with Proactive Customer Support
Are you able to solve your customer’s problems proactively? To create more...

How Can You Predict What Customers Want or Need?
Can you effectively predict your customer’s wants and needs? To create more...

How to Create a Friction-Less Convenient Customer Experience
Do you know how to create a friction-less and convenient experience for...

Be Able to Take a Punch If You Work on the Front Line of Customer Service
In customer service, you aren’t going to be physically punched out by...

Overcoming Business Challenges: Take a Walk in Your Customer’s Shoes
Shep Hyken, Customer Service & Experience Expert, shares why we need to...

The Concept of Starting Over – A Powerful CX Lesson
Shep Hyken, Customer Service & Experience Expert, discusses the concept of starting...

How to Deal with Angry Customers – Customer Experience Lesson
Have you ever dealt with a customer who was upset over something...

How to Tell Customers Bad News (The Right Way)
How do you deliver bad news to your customers? If you want...

Don’t Be Lazy – Go the Extra Inch for Customers
Do you give your customers the little extra time they deserve? Like...

Deliver on the Entire Customer Experience – Learn from 3 Great CX Companies
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Surprise and Delight – A Customer Service Lesson
Surprise and delight is a great customer service concept. Or is it?...

Why Do People Put Up with Bad Customer Service?
Have you ever became numb to poor customer service? If you enjoyed...

Better CX with Open Communication
Sometimes customers just stop doing business with us. Wouldn’t it be great...

Amaze It Forward – Create a Better Experience
You’ve probably heard of paying it forward, but how about AMAZING it...

Creative Problem Solving for Better CX
Shep Hyken, Author, Customer Service & Experience Expert, & Speaker discusses the...

Brand Promise – Have Incredible CX!
Shep Hyken, Author, Customer Service & Experience Expert, & Speaker discusses the...

Do the Right Thing – A Habit Worth Mastering
Shep Hyken, Author, Customer Service & Experience Expert, & Speaker discusses doing...

Have Your Defined Your Company’s Core Values?
Shep Hyken, Author, Customer Service & Experience Expert, & Speaker discusses core...
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