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