Chief experience officer
A chief experience officer (CXO) is the officer responsible for the overall user experience (UX) of an organization. Chief experience officer ensures the organisation has good customer service, so customers are able to have a positive experience. This is the ultimate role of this executive as the responsibility is based on pleasing customers.
Customer Service is to ensure a customer is satisfied with a product or service. Customer service is measured by the relationship the company creates with their customer. It is also measured by how much a company wants to look after their customers. Here are some examples of good and bad customer service,
Good Customer Service
- Showing customers you care: This is a great way to provide good customer service as it could show customers their value to the company . One way to show customers you care is smiling and greeting customers politely. This shows sincerity and provides positivity to customers as this is something that customers want, as customers may be seeking positivity, potentially based on a bad day and simple gestures like this could change customers mood. Companies also could provide incentives to customers such as vouchers for being customer with them. This shows the company is grateful for their customers and how much they appreciate them.
- Quality of service: The quality of service could measure good customer service. Companies bringing customers their products, rather than customers having to pick out the products themselves. This reflects on the quality of service as all their products are brought to them and don't have to do much as employees do everything for them. Customers are treated well, which overall reflects the value of them to the company.
Bad customer service
- Not listening to customers: This is an example of bad customer service because the business does not want to improve any further as they are disregarding their customers, who are the most important factor of any business, as the business is not able to be ran without their customers. Listening to customers could improve the business vastly, and if no action is taken the business could face a downturn.
Attitude towards customers: Attitude towards customers shows lack of respect. This is clearly bad customer service as this type of behaviour could insult customers. This could lead to customers not having any respect towards the organisation leading to loss of customers as they know they are not wanted. This is a bad business strategy as most businesses aim is to make profit and customers are their best chance in achieving that. Hurting customers will simply create a reverse effect.
Overall a clear fine line is illustrated between good customer service and bad customer service. The reason for this is because customers want to be treated correctly and if that is not provided they do not want to pursue any future affairs with that specific organisation.
Perception of title
With greater impact of the Internet, titles such as CXO "sprouted like wildflowers". In a 2012 publication, it was reported that "chief customer officer" (30%) and "chief client officer" (15%) were more commonly used for the role than "chief experience officer" (10%), with 45% utilizing other variations. The Wharton Business School has called the proliferation of roles in the C-Suite "Title Inflation", and Herman and Giola warn about the "dangerous side effects" of "job title invention".
The New York Times discussed the role of the chief experience officer in the context of a number of other "unconventional" and "wacky" titles being created by Madison Avenue firms with the intent to "signal a realization by an advertiser or agency that in a rapidly changing marketing and media landscape, the time for the tried and true has come and gone."
In a piece in UX Magazine, Lis Hubert said the goal of having a CXO is "to have someone responsible for curating and maintaining a holistic user-, business-, and technology-appropriate experience" at the C-level.[unreliable source?] Authors Claudia Fisher and Christine Vallaster state that a CXO or chief marketing officer is a good idea when "the brand is seen as a strategic driver of the organization."
Howard Larkin states that in healthcare, the CXO is "responsible for making sure every aspect of a complex delivery system consistently meets basic patient and human needs" and what it calls "operationalizing the patient experience mission."
The demand chief experience officer has created is increasing as some companies do believe customers are beginning to disconnect with companies. This role is beginning to be used in companies as chief experience officers focus on retaining customers. Companies such as Microsoft use chief experience officers as they understand the value they can bring to the firm in the long term as they customer focused, potentially benefitting their market share.
The influence of chief experience officer is great as it replacing other roles within the marketing industry such as the 'chief marketing officer'. Chief marketing officer is a role that focuses on promoting the company using multiple marketing approaches as well as pleasing customers. The reason this role is being ruled out is because companies are beginning to be customer driven and put their customers first, ruling out roles that don't fully concentrate on satisfying customers. A chief experience officer fulfils the role of priorotising customers, therefore are beginning to be used in companies much more and roles such as the chief marketing officer are no longer required.
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- Elliott, Stuart (13 September 2006). "Wanted: Experience Officer. Some Necessary.". The New York Times. Retrieved 13 January 2013.
- Hubert, Lis (28 October 2011). "UX, It's Time to Define CXO". UX Magazine. Retrieved 13 January 2013.
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- Larkin, Howard (11 Nov 2012). "Chief Experience Officer: Listener-in-chief". Hospitals & Health Networks. Retrieved 13 January 2013.