Are chief customer officers just CMOs in disguise?

Chief customer officers can be found on the executive board of a growing number of UK brands. In the last few months alone, Pret has hired its first CCO Barnaby Dawe, while his former employer Just Eat replaced his CMO role with a CCO, appointing Peter Duffy from easyJet.
Elsewhere, when Hostelworld’s CMO Otto Rosenberger left, Kristof Fahy took on a new CCO role. At the BBC, Kerris Bright is the first CCO, while TfL’s Chris MacLeod was promoted from marketing to customer director.