In order for a Chief Experience Officer (CXO) to perform effectively and at a high level, the individual must cultivate and maintain deep and meaningful relationships with the entire executive team of the organisation. This is especially crucial when it comes to key positions such as the Chief Technology Officer (CTO), the Chief Information Officer (CIO), the Chief Marketing Officer (CMO), and the Chief Commercial Officer (CCO). The CXO typically reports directly to one of the highest-ranking officials in the company, which could include the chief executive officer (CEO), the chief operating officer (COO), or the chief marketing officer (CMO).
A Chief Experience Officer generally has oversight of the entire customer journey, with the primary goal of helping to create a positive and memorable interaction between companies and individuals. Furthermore, they also play an instrumental role in predicting the path that future customers may take, thereby allowing the organisation to strategise accordingly. Without a CXO in place, a company may struggle to establish a clearly defined method for extending customer experience (CX) beyond basic care and support services.
CXOs are responsible for overseeing the entire customer lifecycle, ensuring that positive customer experience is prioritized at every touchpoint. Typically, a CXO is charged with increasing both customer and employee understanding of their needs, designing and delivering positive customer experiences, prioritising a customer's viewpoint in any decision-making processes, and keeping a close watch on key performance indicators that measure success.
More and more companies are coming to realise the critical need for a single executive who can focus solely on enhancing and optimising the customer experience. However, proven talent in this specialised area, particularly at the executive level, is incredibly difficult to find. Without adequate support, many organisations may find themselves settling for first-time executives in these roles, either by transitioning a current executive into the CXO position or by making other less than ideal choices.