Marketing Currents - Business and Marketing Current Events

A new top job at McDonald’s that is all about understanding the customer


Along with supply chain issues, the rising cost of raw materials and other lingering business challenges stemming from the pandemic, a big focus in the C-suites of many of the world’s largest corporations has been the creation of a new executive rank: Chief Customer Officer.

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Discussion Questions:

  1. What is consumer behavior?
  2. Why is it important for businesses to understand consumer behavior?
  3. What are industry trends?
  4. Why do you think some of the world’s largest corporations are creating new positions for Chief Customer Officers?
  5. How would you describe the role of Chief Customer Officer?
  6. How might this provide an example of a career opportunity in marketing?
  7. What is customer service?
  8. Why is customer service important?
  9. How might this new position help companies to provide better customer service?
  10. How might McDonald’s benefit from the addition of a Chief Customer Officer?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.