Over the past five years, we’ve seen the ranks of chief customer officers, chief experience officers, and senior or executive vice presidents of customer experience grow more than tenfold. Some of these customer experience (CX) executives have held their jobs for more than five years or led CX transformations at multiple organizations. This report describes our findings from in-depth interviews we conducted with more than a dozen CX execs at both B2B and B2C firms to understand how they improved business results by championing the customer.