Industry Magazine Get JACK'D Magazine Summer 2018 - Page 24

CXE John R. DiJulius John R. DiJulius is a best-selling author, consultant, keynote speaker and President of The DiJulius Group, the leading Customer experience consulting firm in the nation. He blogs on Customer experience trends and best practices. thedijuliusgroup.com HOW TO HIRE THE PERFECT CUSTOMER XPERIENCE EXECUTIVE CXE (noun) A Customer Xperience Executive How To Hire The Right CXE FOR NEARLY a decade, the fastest growing position in corporate America has been the Customer Xperience Executive (CXE). Regardless of your company’s size or business model, someone in your organization has to be in charge of the Customer experience and all that goes with it. Businesses have executives who lead operations, marketing, IT, accounting, sales and human resources, however no one overseeing the company’s most important asset: their Customers. How happy they are is determined by the Customer experience being delivered. Today progressive companies are creating a position, i.e. the Customer Xperience Executive (CXE). hiring, promoting or delegating the CXE position to people who have zero genuine hospitality characteristics. This person has to live and breathe hospitality — internally, externally and in all areas of his/her life. If they do not meet the criteria below, PASS! It is so much better to leave the position vacant than to fill it with a mismatched person. 1. PASSIONATE/OBSESSED ABOUT THE CUSTOMER EXPERIENCE AND THE CUSTOMER 2. EXTREMELY HIGH SERVICE APTITUDE 3. LIVES WORLD-CLASS HOSPITALITY PERSONALLY AND PROFESSIONALLY Where Do CXEs Come From? The first generation of CXEs were primarily Chief Marketing Officers (CMO) who were wearing dual hats. However, most large companies realize the responsibilities of CXE has grown into needing its own position. The most common people hired for CXE have been from marketing, training and development, human resources, Customer service management positions and other rising stars in the organization who have a thorough cross training of the company’s functions. One of the biggest mistakes I have seen companies make is What Should A CXE Be Responsible For? The CXE should be an executive who provides a comprehensive and authoritative view of the Customer and creates corporate and Customer strategy at the highest levels of the company to maximize Customer acquisition, retention and profitability. They should influence strategies of all areas of the business that impact the Customer, and ensure the service strategies are built around, and for, the Customer. 24