The Chief Experience Officer (CXO)

The CXO helps your organization drive the entire customer experience, where experience encompasses everything from products to service delivery. They are tasked with ensuring that each aspect of the business contributes towards a positive engagement between the brand and customers. They bring value by bridging organizational silos and aligning your culture to deliver differentiated and connected experiences. 

A CXO's Five Main Objectives 

1. Develop knowledge and understanding of customers across the organization.
2. Drive deliberate, disciplined design and delivery of experiences to customers and employees.
3. Reveal the customer perspective and make sure it's considered for all discussions and projects of the organization.
4. Measure the impact of customer experience on employees, the impact of employee experience on customers, and the impact of both on the company's KPIs.
5. Create connections between customer experience and employee experience by promoting the culture of customer orientation internally.

Customer expectations constantly change, market dynamics shift and critical technology innovates at speed. In this environment, the CXO role is critical to defining and optimizing total experiences that give you a competitive advantage.

Benefits of Having a CXO

• Increase brand equity and loyalty by delivering total experiences. 
• Increase alignment among department by driving accountability and bridging silos to focus on customer experience. 
• Optimize experience delivery by engaging employees and empowering them to do the right thing for customers. 

The CXO is accountable for generating value for your customers and your business. They help you build trust, empathy and the ability to deliver emotionally connected experiences that increase the customer lifetime value, brand loyalty and experience quality metrics.

Employee Engagement 

Delivering a personalized connected experience requires that you engage your employees to be customer-centric, enable them, and provide them with the right tools, processes, systems, training, and consistent communication. The CXO has the power to create an employee experience (EX) that nurtures trust and empathy and makes it easy to engage, which benefits customers and their perception of your brand. 

"By integrating and aligning CX and EX with a single CXO role, a company centralizes the value in its people-centered functions— people outside the company (customers) and people inside (employees)."[1] In other words, CXO is the leader of the Human Experience.  

References 

[1] HBR: Why Every Company Needs a Chief Experience Officer, Denise Lee Yohnhttps://hbr.org/2019/06/why-every-company-needs-a-chief-experience-officer

[2] AMA: The Roles of the Chief Experience Officer, B. Joseph Pine II, and James H. Gilmorehttps://strategichorizons.com/wp-content/uploads/AMA-The-Roles-of-the-Chief-Experience-Officer.pd