It’s too easy to focus on the R in CRO, an emerging C-suite acronym for chief revenue officer. Focus on the R, and you’ll think this job is all about maximizing revenue. Yes, that’s a big part of it. But it’s also about taking responsibility for the entire customer life cycle—the end-to-end experience that every customer has with your company and your brand. That means creating a seamless customer journey that delivers more value with every interaction. It means truly understanding customers’ pain—and then working with them to come up with the right solutions. And it means shepherding and nurturing a lasting relationship so your brand is the one they trust and is worthy of their loyalty.