It May Be Time To Consider A CXO (Chief Experience Officer)
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It May Be Time To Consider A CXO (Chief Experience Officer)

It May Be Time To Consider A CXO (Chief Experience Officer)

Is your company focused on customer experience? Do you have someone living and breathing it so that you’re not affected by things like a recession or perhaps a global pandemic?

Your customers can either view you as an expense that they can find cheaper somewhere else or as one of the few businesses they cannot live without. So how can you be the brand that customers can’t live without?

Understanding Service Aptitude

A service aptitude is a person’s ability to recognize opportunities to meet and exceed customers’ expectations regardless of the circumstances. Your team has to have the tools and knowledge to meet and exceed customer expectations every single time, regardless of the situation they’re faced with.

Service aptitude comes from three places: our previous life experiences, our previous work experiences, and our current work experience. Out of these three, we can only control the third one.

The Need For A CXO

How can we expect our team members to deliver a world-class customer experience if they’ve never been on the receiving end of one?

It’s not just the employees’ responsibility to have high service aptitude. It’s our responsibility as an organization to create it, train it, and give it to them. The most recently hired employee has to be living and breathing this.

Most people think customer service comes down to common sense but it’s not actually that common. Training and reinforcing these concepts is very important. This is why it’s critical to have someone running customer experience at your organization (particularly, a customer experience officer).

Where CXOs Come From

The first generation of CXOs were chief marketing officers. They were wearing two hats and were focused on marketing and customer experience. However, most large companies have come to realize that the responsibilities of a CXO have grown to the point that CXOs now need their own 40-hour a week position.

The people most commonly hired as CXOs come from marketing, have experience in training and development, or come from human resources. Maybe they were a customer service or customer experience manager and they’re now an emerging leader that can move up into the CXO role. They may also have experience working in or with other departments in your organization.

Ultimately, they have to live and breathe hospitality, both internally with their team members and externally in all areas of life. In other words, the person should be good at relationship-building and a great communicator.

For more information and resources on hiring a CXO, check out The Customer Service Revolution podcast. If you’d like to listen, head over to Episode 066: Is it Time for a CXO (Chief Experience Officer)? 

John R. DiJulius III, author of The Customer Service Revolution, is president of The DiJulius Group, a customer service consulting firm that works with companies including Starbucks, Chick-fil-A, Ritz-Carlton, Nestle, PwC, Lexus, and many more. Contact him at 216-839-1430 or

Published: January 4th, 2022

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