(Length: 4 pages)

Executive Summary (This is a document excerpt)

Companies are increasingly trying to improve the experiences that they deliver to customers. So should they turn to a chief customer/experience officer (CC/EO) as part of the effort? These execs can be very valuable, but only if they are charged with the appropriate responsibilities — otherwise, they don't have any chance of success. If the CEO is intent on instituting changes and will hold all execs accountable, then a CC/EO can help as a change agent. But if the plan is to make the CC/EO responsible for customer experience, then the company would be better off without creating this position.