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A chief experience officer (CXO) is an individual primarily responsible for maintaining good interactions between a brand and its customer base. This is a role that has been created within many large companies in order to more effectively manage the ways that customers experience a company and its products or services.
Many of those who have not seen a chief experience officer at work within an organization may think that the majority of what this executive does relates to the world of the Internet, where better customer experience involves crafting better and more interactive websites. However, this is by no means the only kind of work involved in building customer experience. Experts with a detailed understanding of the CXO role point to service businesses such as theme parks, where a profound customer experience occurs on site, or to businesses that build a customer experience through their products, such as tablet and mobile device manufacturers.
In some cases, a CEO can play the role of CXO. Marketing experts use examples like Steve Jobs of Apple and Elon Musk of Tesla as CEOs known for managing customer experiences through their own personalities and through different kinds of media outreach. The public associates the person with the brand, and builds a brand experience through passive observation of that person’s media presence. In other cases, a company may hire another executive for the specific position of CXO so that there is a single point person for designing all of those aspects that will build a good customer experience for a brand.