Risk & Business Magazine General Insurance Services Magazine | Page 24

HIRING A CXE How To Hire The Perfect Customer Xperience Executive F HOW TO HIRE THE RIGHT CXE or nearly a decade, the fastest growing position in corporate America is 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). WHERE DO CXE’S 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 24 companies make is 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 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. + BY: JOHN DIJULIUS, AUTHOR & PRESIDENT, THE DIJULIUS GROUP 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. Visit thedijuliusgroup.com