Chief Experience Officer

Definition of Chief Experience Officer

A Chief Experience Officer (CXO) is an executive-level role responsible for enhancing and overseeing a company’s interactions with customers throughout their journey. They ensure that all touchpoints, from product development to customer service, provide consistent, engaging, and exceptional experiences. Their ultimate goal is to increase customer satisfaction, loyalty, and overall business success.


The phonetic pronunciation of the keyword “Chief Experience Officer” is: cheef ik-ˈspir-ē-əns ə-ˈfi-sər

Key Takeaways

  1. A Chief Experience Officer (CXO) is an executive responsible for enhancing customer experience and employee engagement to drive business growth and brand loyalty.
  2. CXOs use data analytics, customer insights, and innovative strategies to design, improve, and implement seamless end-to-end customer journeys in alignment with the company’s brand values and business objectives.
  3. Key duties of a CXO include collaborating with various departments, optimizing resource allocation, and measuring the effectiveness of customer experience initiatives to ensure continuous improvement and high levels of customer satisfaction.

Importance of Chief Experience Officer

The term Chief Experience Officer (CXO) is important because it highlights the growing recognition of customer and user experience as a vital aspect of business success.

In today’s highly competitive market, businesses need not only to provide top-notch products and services but also to deliver exceptional experiences and interactions with customers.

The CXO, being a part of the executive team, is responsible for managing and enhancing the entire customer journey as well as employee experiences to ensure satisfaction, loyalty, and positive brand perception.

As a strategic leader, the CXO collaborates with other departments to implement data-driven insights, design thinking, and user-centric approaches, which ultimately lead to improved organizational performance, customer retention, and overall growth.


The role of the Chief Experience Officer (CXO) has evolved as organizations recognize the significance of customer experiences in achieving their goals and staying competitive in today’s digital landscape. As a strategic leader, the CXO’s primary purpose is to create, nurture, and optimize exceptional end-to-end experiences for customers, as well as other stakeholders, such as employees, partners, and investors.

By doing so, the CXO drives customer loyalty, satisfaction, and advocacy, ultimately leading to enhanced organizational performance and innovation. To achieve this, CXOs collaborate across various departments, such as marketing, sales, product development, customer support, and human resources, to ensure a seamless and cohesive experience is delivered throughout the customer journey.

In addition to their oversight of customer interactions, Chief Experience Officers play a pivotal role in designing and implementing digital transformation strategies within the organization. This includes leveraging state-of-the-art technologies, such as artificial intelligence, data analytics, and personalization, to gather insights and effectively cater to the needs and expectations of the audience.

By championing a cultural shift towards data-driven decision making and customer-centricity, the CXO ensures that every organizational touchpoint exudes purposeful design and flawlessly meets user demands. Ultimately, the Chief Experience Officer’s impact on an organization extends beyond mere customer satisfaction, as their work fosters a thriving and sustainable ecosystem where exemplary experiences act as the catalyst for growth and long-term success.

Examples of Chief Experience Officer

Sephora: Sephora, a leading cosmetics retailer, appointed their first Chief Experience Officer: Mary Beth Laughton, in

Laughton has played a significant role in evolving Sephora’s digital strategy, including enhancing in-store experiences through technology, developing personalized digital services, and merging the e-commerce and brick-and-mortar strategies. Under her leadership, Sephora has implemented in-store innovations like the Beauty TIP (Teach, Inspire, Play) Workshop, which is an interactive space complete with iPads, for customers to learn and try makeup techniques virtually, and the Skin Studio for personalized consultations.

Royal Caribbean Cruises: In 2019, Jay Schneider was appointed as Chief Experience Officer (CXO) at Royal Caribbean Cruises Ltd. Focused on providing the best customer experience both onboard and online, Schneider has helped the company strengthen its digital capabilities and develop innovative new services. For example, Schneider oversaw the development of a frictionless check-in process using facial recognition technology, allowing guests to skip the traditional embarkation process and seamlessly access ships. Moreover, the Royal Caribbean app was developed under his leadership, enabling guests to plan and manage their ins and outs of a cruise using smartphones.

United Airlines: In 2018, United Airlines named Toby Enqvist as their first Chief Customer Officer, who oversees customer experience. In this role, Enqvist has driven several customer-centric initiatives to enhance travelers’ experience, such as upgrading United’s mobile app with features like real-time baggage tracking and the ability to book or change flights. United also launched ConnectionSaver, a technology designed to better hold connecting flights for passengers while ensuring they reach their final destinations on time. By investing in customer experience technology and prioritizing passengers’ needs, United Airlines aims to transform the way customers perceive and interact with the brand.

Chief Experience Officer FAQs

What is the role of a Chief Experience Officer (CXO)?

The Chief Experience Officer (CXO) is a leadership role within an organization, focused on improving customer experiences. The CXO is responsible for developing and implementing customer experience strategies, understanding customer needs, and ensuring that all aspects of the organization consistently deliver high-quality experiences for customers and stakeholders.

What are the key responsibilities of a Chief Experience Officer?

A Chief Experience Officer (CXO) is responsible for overseeing all customer interactions, ensuring the highest level of customer satisfaction, and optimizing customer experiences across the organization. Key responsibilities include developing customer experience strategies, driving continuous improvement, managing cross-functional teams, and monitoring customer feedback to improve products and services.

What skill set should a Chief Experience Officer have?

A Chief Experience Officer should have strong leadership skills and be able to inspire teams to put the customer first. CXOs should also have excellent communication and interpersonal skills, be proficient at data analysis, and have experience with customer experience management tools and methodologies. Additionally, they should have an in-depth understanding of the organization’s products or services and the ability to identify areas for improvement.

Why is a Chief Experience Officer important for an organization?

A Chief Experience Officer plays a critical role in the success of an organization by ensuring that customers receive the best possible experience. This is important because positive customer experiences lead to increased customer satisfaction, loyalty, and ultimately, revenue. By identifying areas for improvement and implementing strategies to address customer needs, CXOs help organizations remain competitive and achieve long-lasting success.

What is the difference between a Chief Experience Officer and a Chief Customer Officer?

A Chief Experience Officer (CXO) primarily focuses on enhancing customer experiences throughout the organization, while a Chief Customer Officer (CCO) is specifically responsible for customer-related initiatives and enhancing the overall customer experience. Although both roles share some similarities, the CXO has a broader scope, encompassing employee and stakeholder experiences in addition to customer experiences. The CCO, on the other hand, concentrates on managing customer relationships, customer retention, and customer-centric activities.

Related Technology Terms

  • Customer Experience (CX)
  • User Experience (UX)
  • Human-Centered Design
  • Experience Strategy
  • Touchpoint Optimization

Sources for More Information


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