Irreverence

posted on 05 March 2008 09:02

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Researching a Wyse thin client story about USB sticks I came across the Wyse management team web page, and found that CEO Tarkan Maner was also entitled Chief Customer Advocate. What on earth is one of those when he's at the office?

Then I saw this text above his entry: "We love our customers and they are our #1 priority in everything we do. Each and every one of us here at Wyse is a Chief Customer Advocate."

No! Really! John McEnroe surfaced within me: "They cannot be serious."

Oh yes they are. Each and every one of the senior management team is also a CCA.

Maryam Alexandrian, SVP W-W sales and channels is a CCA. So is Ricardo Antuna, VP business develpment and alliances; he's a CCA too.

Jeff McNaught is CMO and CCA. Frank Pisciuneri is CFO and CCA. Curt Schwebke is CTO and CCA. Phil Underwood is SVP W-W operations and a CCA.

Well enough, but I guess, since Tarkan Maner is the CEO he must be a BCCA - Big Chief Customer Advocate.

It seems to me that, if everyone is a chief then no-one is a chief. You wouldn't call everyone in the company a chief executive officer; it would make the title meaningless. By calling everyone a chief customer advocate it also makes the title meaningless. This emperor has no clothes