CCO - Chief Customer Officer

Starting Date: 26/07/2025 - Location: HCMC

Schedule

Saturday

Time

08:30 - 11:30 & 13:00 - 16:00

Discounted Fee

18.500.000 VND

Tuition

20.000.000 VND

Special rates are offered when payment is received at least seven (7) days before the course starting date.

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What is the ultimate product of a company?

According to Peter Drucker, father of modern business management, the answer is to create customers.

In other words, an enterprise cannot survive without customers. Therefore, in any company, the most important leader who is directly responsible for creating customers is the Chief Customer Officer (CCO).

Usually known as "Sales & Marketing Directors or Managers" nowadays, heads of sales departments are also entitled "Chief Customer Officer (CCO)".

The key responsibility of a CCO is to manage an effective customer and sales management system in accordance with the company’s business strategy and the directions set by the CEO. Customer and sales-related activities often include different functions such as marketing, trade marketing, sales and distribution and after-sales services.

Realizing there have been changes in the area of sales and marketing, as well as the business environment of Vietnam, PACE has researched, designed, and compiled a new training program for the CCO.

The CCO has grown into a very important position in a wide variety of businesses. In many companies, the CCO is the next most important position after the CEO. It is also a profession with considerable training and specific professional requirements. Together with a training program for Sales Supervisors, this CCO program aims to contribute to developing a competent, professional force in the business community of Vietnam where one can become a successful business growth leader.

The program’s trainers are experts with strong expertise and experience in sales and marketing, as well as deep insight into the global and local business environments. The influence of our instructors reaches even beyond their PACE classes by advancing the marketing and sales management practices used in the Vietnamese business community.

The complete CCO program is designed to accommodate busy executive schedules with day and evening classes. 04-month and 2.5-month programs are offered for participants' convenience.

TARGET PARTICIPANTS

Business Development Directors and other executives in the departments of sales and marketing.
Sales supervisors at different levels - Area Sales Manager (ASM), Regional Sales Manager (RSM), National Sales manager (NSM), Sales Director (SD), who are working for local and foreign enterprises.
Executives who wish to become professional Chief Customer Officers (CCO) in the future.

TRAINING OBJECTIVES

After successfully completing this program, participants will:

To provide core thinking and conceptual tools required for an effective CCO in the integration and globalization process.
To provide participants with essential knowledge and skills of various components needed for a high-achieving CCO.

TARGET PREREQUISITES

Prospective participants must be at least 22 years old and satisfy at least one of the following requirements:

University or college diploma (of any major).
Current or former managers or executives holding important management positions in their companies.
At least two years of work experience in a certain industry.

PROGRAM OBJECTIVES

After successfully completing this program you will be able to:

Understand the functional and positioning changes of a CCO
Understand the new trend in sales management in the world: a CCO needs to manage not his sales and his sales team only, but also his/her customers.
Understand the new trend in marketing management in the world: building a trademark doesn’t mean polishing products’ brand name or executing costly or noisyPR. “A trademark is the outcome and impact of what a company did, does and will do and communicates them well to the society”.
Comprehend the essential thinking and knowledge a CCO must have, such as: building and implementing business strategy, marketing activities, managing sales , building a distribution network, aftersales services management, customer care and managing trade supporting activities.
Improve the leadership and management in sales & marketing teams to achieve the goals of the sales department and the whole enterprise.

PROGRAM DURATION

The total duration of the program is 26 sessions (equivalent to 78 hours), you can choose to study in the evening or on weekends. Each program lasts 04
months for daytime classes or 2.5 months for evening classes.

PROGRAM COMPLETION

Participants who have completed the program will be awarded the Graduation Certificate of the “Chief Customer Officer” program of PACE School of Leadership & Management (a member of PACE Institute of Management).

^#	Subjects	^Sessions	^Hours
¹	Being a Professional CCO - Position, role, mission, and work of a CCO - Qualities, capacity, knowledge, and experience required of a CCO - Path and conditions required to become a professional CCO	¹	³
²	Business Strategy - Corporate Strategy and Business Strategy - Planning and implementing business strategy - Control and evaluate business strategy	4	12
³	Marketing Management - Corporate Strategy, Business Strategy, and Brand Structure - Corporate brand strategy & Product/service brand - Advertising & communication for business brand and product/service brand	4	¹²
⁴	Sales Management - Researching customer behavior (purchase) - Develop sales strategy and plan - Implement sales strategy and plan	⁴	¹²
⁵	Sales Coaching & Training - Coaching and training employees in today's business environment - Process and important principles of training and training sales staff - Evaluate and provide feedback on sales training and training results	2	6
⁶	Distribution Channels - Understanding of distribution system (consumer goods, industrial goods, and services) - Essential principles in building a distribution system	²	6
⁷	Trade Marketing - Core principles in trade support - Develop effective trade support policies - The relationship between Sales, Marketing & Trade Marketing	²	⁶
⁸	Laws on Business - Vietnamese legal system; Laws and International Treaties - Commercial Law; on Competition; on Intellectual Property; About the Contract	²	⁶
⁹	Managing Team - Basic knowledge of team management - Introduce some essential management skills	²	⁶
¹⁰	Life Management Program (LMP) (Special Seminar for Trainees of Chief-Officer Programs)	²	⁶
¹¹	^{Final Exam}	¹	³
*	^{Graduation Ceremony}	^*	*
TOTAL		26	78

CCO - Chief Customer Officer

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