What is a chief experience officer (CXO), why do businesses need a CXO, and how should I hire the right one to lead my organization’s customer experience and employee experience programs? We’re answering those questions and more along with sharing a CXO job description template, too.
Connected experiences are a top priority for the most successful organizations across every industry — they use customer experience (CX) and employee experience (EX) programs in tandem to achieve business outcomes.
Organizations need the strategy to come from somewhere, though. And that’s where the chief experience officer (CXO) comes in. CXOs, which are also referred to as the chief customer officer (CCO) or the chief customer experience officer (CCXO), sit in the C-suite but their leadership permeates throughout an organization. After all, it’s frontline employees who interact with customers on a daily basis.
While the chief experience officer is a relatively new role, CXOs are quickly becoming a must-have for businesses. Harvard Business Review has made the case that every company needs a chief experience officer, and, according to 2020 Gartner data, nearly all organizations (90%) now have a CXO, CCO, or an equivalent role.
As your organization expands, the need for a chief experience officer at the helm increases significantly.
In the Customer Experience Glossary, the role of the chief experience officer (CXO), chief customer officer (CCO), or chief customer experience officer (CCXO) is defined as:
Chief Experience Officer (CXO), Chief Customer Officer (CCO), or Chief Customer Experience Officer (CCXO) — A C-level executive who represents the needs of customers among the C-suite and who is responsible for setting and executing upon the company’s customer and customer experience strategies.
This C-level executive is responsible for building a customer experience team made up of insights and analytics, design, and change management functions and for overseeing an organization’s overall CX strategy.
To be successful and deliver results, the CXO must take ownership of not only measuring and improving CX metrics, such as net promoter score (NPS®) and customer satisfaction (CSAT), but also creating CX strategies that align to — and drive — key business outcomes, such as revenue gains, cost savings, and improvements to the company’s culture.
Some organizations may have a Head of Customer Experience role that reports to another C-level executive, such as the chief marketing officer (CMO), but the opposite is also true. Recently, some major corporations have made their CXOs responsible for customer-facing operations teams as well as marketing.
At companies with advanced experience efforts, the CXO is at the helm of a unified experience team, managing both customer experience and employee experience strategies, teams, and KPIs.
What sets successful CXOs apart from the rest? Bill Staikos, who held the role of Head of Customer Experience at Freddie Mac and Head of Customer Experience Analytics & Strategy at JPMorgan Chase & Co. and is now SVP of Community Engagement at Medallia, shared the top qualities to look for in potential candidates.
Find someone who checks every box, and you’ll set your organization’s CX and EX efforts up for success.
The CXO only has direct ownership of their individual function, but at the same time they’re tasked with changing the entire business, which is why being able to influence, persuade, and guide others is key to being effective.
“CXOs need to be able to influence not only others in the C-suite, but also the next layer down and be able to energize the broader organization around the importance of being customer-led,” says Staikos. “Frankly, that’s the one area where many CX leaders fall short. It’s the most important skill, but, in many cases, it’s a single point of failure.”
CXOs typically need to be able to collaborate and foster strong partnerships with other C-level leaders, including the CFO, CMO, COO, and CHRO, in addition to the CEO. Working in partnership with these executives, the chief experience officer must understand each C-level leader’s objectives and business goals and use these insights to get their buy-in for company-wide experience efforts.
Successful CXOs take agile practices and apply these ways of working to improve experiences within their organizations. This requires being able to quickly stand up cross-functional teams throughout the business to execute and iterate on experience initiatives to deliver on customer and employee needs.
CXO innovators are evolving beyond measuring KPIs like CSAT and NPS and are instead tying their efforts to support the overall business strategy. Strategic thinking helps CXOs connect the dots between customer and employee experience and key business outcomes, across the board and at the individual C-level level. The CXO must use strategic thinking to align various C-suite members around CX and EX efforts.
Creating a job description is tricky, especially for a C-level executive like a CXO. We’ve made it simple, however, by creating a chief experience officer job description template that you can use.
Here are the key sections to include in your chief experience officer job description:
Now, we’ll explore each section so you can start building out a job description to hire for the CXO position.
In writing the objective section, think about what’s unique to your business and what the chief experience officer is tasked with accomplishing. Below are a few areas to think about:
Candidates will understand what the organization wants to accomplish and where the CXO fits into it all.
Here’s an example objective for a chief experience officer job description:
The three primary objectives of this new CXO position are to drive revenue, increase operational efficiencies while reducing operational costs, and strengthen the overall organizational culture.
You can certainly add more details, but discussing the objective in depth is better done during the interview phase.
Responsibilities indicate what the CXO is accountable for. Be as accurate and detailed as possible in this section — it provides candidates with an idea of what to expect. You don’t want to surprise the person hired later on if their responsibilities are vastly different than what the job description laid out.
Here are sample responsibilities you can use for your CXO job description:
– Oversee core customer experience efforts: Manage team functions, such as voice of the customer and analytics, design, change management, and potentially marketing, digital teams, and customer-facing operations, such as the contact center
– Empower the workforce to make customer-led decisions by giving them the necessary tools, capabilities, and resources
– Create a heightened level of awareness of customer and employee experiences and needs across leadership
– Measure the impact of CX and EX: Keep track of metrics like NPS, CSAT, and employee engagement — whatever the organization’s KPIs of choice are — and tie these to business outcomes like revenue
– Serve as an advocate for the customer and the workforce on specific initiatives and strategies throughout the organization
Candidates with experience should welcome the responsibilities they’re tasked with. It’s in their DNA to want to strategize, deliver, and analyze experiences that lead to business outcomes.
There are two main philosophical approaches as to what makes someone the most qualified to be a chief experience officer. Some leaders prefer hiring CXOs with business and operational experience and say the best candidates come from within the business. On the other hand, others prefer leaders who have risen through the ranks of the disciplines of CX or EX.
Depending on your company’s take on things, you’ll want to be sure to highlight your preferred qualifications here in this section of the chief experience officer job description.
If you decide to promote a marketing or operations leader, for instance, the benefits of doing so include that the employee may:
Some disadvantages of promoting from within from another business area include that the employee may:
The advantages of hiring someone with a more traditional CX background include that the employee will likely:
Some drawbacks of hiring a leader with a CX background instead of a broader business background include that the candidate may:
Only you, however, know whether your organization prefers someone with a general business background or a CX background to hire the best CXO based on your needs.
CXOs need experience. Not only since it’s a position in the C-suite but also because of the responsibilities they take on.
Here are some qualities to mention in the job description for candidates applying to become your CXO:
– Has an expert level of understanding of CX practices, including capturing the voice of the customer, conducting journey mapping, etc.
– Possesses a deep understanding of how the business is run
– Knows how to tie CX strategies and metrics to financial outcomes
– Possesses a deep understanding of customers and the workforce, and their needs
– Understands how to best collaborate with other teams to create value
– Has experience starting CX initiatives from scratch
– Has a proven track record of increasing CX metrics and delivering business results (ie. revenue, etc.)
Inexperienced candidates are unlikely to have the skill set required to be successful, so keep your eye on qualities that experienced CXOs typically bring to the table.
As discussed above, there are a handful of important qualities to be sure to include as part of your job description.
We’re looking for a chief experience officer who:
– Is influential
– Is collaborative
– Is a strong partner
– Understands and applies agile methodology
– Has a strategic mindset
In addition to these five traits, Staikos shares that there are four key CXO archetypes (described below) and that the most successful CXOs are those who can embody all four archetypes and leverage these different approaches to be successful on the job.
We’re looking for a candidate who embodies all four of these CXO characteristics:
– Practitioner: Brings an empathetic, human-centered design approach to their work
– Technologist: Understands how technology enables better delivery of experiences for customers and the workforce
– Data architect: Knows what data is needed to achieve success, create connected experiences, and partner with other business units
– Futurist: Someone who is constantly curious about changes and shifts in demographics and psychographics and how these impact demand and different products and services
Between those qualities and characteristics, your organization should know exactly the type of person to seek in a chief experience officer.
CXOs are instrumental in helping improve CX and EX strategies and outcomes to boost revenue, operational efficiencies, and organizations’ overall culture.
When companies fall short of advancing effective customer and employee experience efforts that drive business outcomes, it’s often because there’s not a strong CXO in place with the authority to own and oversee the experience, unify customer experience and employee experience data, guide leadership on what efforts to prioritize, empower frontline teams with access to the CX insights needed to do their jobs better, and ensure alignment and accountability across functions.
Check out our guide — From Customer Experience to Connected Experience: The Executive’s Guide to Breaking Silos and Delivering Business Results — to see why enterprises across industries are relying on the power of the chief experience officer (CXO) to drive revenue, reduce costs, and improve company culture.
