Should The Chief Customer Officer Oversee Marketing?

Should The Chief Customer Officer Oversee Marketing?

There’s a trend happening related to Marketing and Customer Experience leadership. McDonald’s hired its first (CXO) Chief Experience officer, Manu Steijaert, to advocate for customers in every business decision across the customer journey. Similarly, Walmart hired Janey Whiteside. And, Volkswagon did the same, and more are following the path.

 

Is Chief Experience Officer (CXO) a short-term strategy?

It seems like the answer is no, as more brands are restructuring their marketing efforts and investing in customer experience for the long term to gain a competitive edge beyond price. CX leaders and I share our perspectives with Neil Davey at MyCustomer, which you can read below. I know one thing for sure: Customer Experience, Marketing, and all departments need to partner and collaborate a lot. SILOS DO NO ONE ANY GOOD! I’m interested to hear your perspective.

Originally posted >here.

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Some of the world’s biggest brands are restructuring so that the marketing department reports to the company’s customer experience leader. After years of the chief marketing officer having ownership of CX, why is this shift happening now – and will it stick?

When McDonald’s CEO Chris Kempczinski decided that he wanted the fast-food giant to become more customer-centric and reflect the way that modern consumers engage with his restaurants, he realized a big change was required.

Therefore, last month McDonald’s announced the creation of a new customer experience team, headed by the company’s first chief customer officer. But the devil was in the detail. Because in order to remove the internal barriers and silos that Kempczinski believes were leading to fragmented customer experiences, he also restructured the organization so that new CCO Manu Steijaert would have multiple teams reporting into him, including data analytics & digital customer engagement, global restaurant development & restaurant – and global marketing.

This structure, with marketing reporting into CX, is something of an emerging trend. A similar reshuffle at Walmart has chief customer officer Janey Whiteside overseeing the retail behemoth’s marketing department.

The news has been warmly welcomed in some quarters. Commenting on the news of McDonald’s restructure on LinkedIn, author, and keynote speaker Jason S Bradshaw said: “This is absolutely the way it should be. As the first Chief Customer Officer of Volkswagen Group Australia, the work got even better when I became the first Chief Customer & Marketing Officer … marketing is selling a brand promise – that has to be aligned to the Customer Experience delivered.”

And on the same thread, Mike Soldan, chief experience officer at Shmoop added: “We just moved Marketing into my org and the accuracy and effectiveness of our value prop has gone through the roof. No one knows what your customers want/need to hear more than the people that built and support the products and customers.”

Should the Chief Marketing Officer (CMO) oversee customer experience?

Some were surprised by the move, however. Sandra De Zoysa, group chief customer officer at Dialog Axiata, notes: “This trend is rather intriguing to me personally. Traditionally, customer service and CX sell under the purview of the CMO and in more recent times, under the chief digital officer, where there is no CCO. However, to think that in the future these roles will be reversed and the CMO’s portfolio can actually fall within the CCO is a huge shift of power in the right direction. Wow!”

Indeed, historically customer experience has often reported to the CMO, rather than the other way around. And research from the CMO Council from earlier this year found that many senior business executives in large organizations believe it to be the role of their marketing department to have ownership of the customer experience. But many in CX circles believe that this is a flawed structure.

Chief customer service experience officer Alex Mead says: “This is by far the most common approach being taken by organizations, and from my perspective, it is completely wrong. Marketing leaders lack the understanding of the importance of slick, effortless, engaging customer interaction and service experiences, nor do they have the knowledge on how to deliver what modern-day customers want. That is why we often see companies with amazing brand & marketing experiences, losing their customers because of awful customer service experience journeys.

“If the CMO truly walks in their customers’ shoes, experiences painful multichannel customer contact designs observes the effect of missing/late deliveries, spots the huge frustration from customers that can’t easily ask a question across the channel they want, and in the way they want, AND THEN if they truly take the time to understand the customers’ pain points, and empower the right people to address them, then that can be used to positively influence the entire company’s brand and marketing strategy. But the reality is this is a very rare situation indeed.”

Should the Chief Customer Officer oversee Marketing?

Unsurprisingly, then, the CX community has welcomed the idea that the new structure could proliferate.

Speaker, author, and writer about Doing Customer Experience (CX) Right, Stacy Sherman, has spent her entire career in sales, marketing, and CX roles, and believes the growth in CXO roles and the resulting restructures will be a very positive thing for companies.

“I believe there is a trend happening and companies like McDonald’s and Walmart are paving the way. If you search on common job sites, you’ll see companies are hiring CX managers and related executive positions at a faster rate than ever before. That’s because a CXO has unique skills and training to guide a company’s direction and investments (tools, resources) that are in the best interest of customers. Likewise, a customer experience officer knows how to influence people to feel that they have a customer experience job, even when they don’t interact directly with customers. Without such a culture, loyalty goals can’t be achieved.

“I don’t see any negatives with CXO/CCO overseeing marketing, other than it will take time to gain believers and supporters.”

What do you think?

Let’s keep the conversations going. Join me on social media.

If you like this article, you may also enjoy:

What’s the Fate of the Chief Experience Officer (CXO) in reaction to Wallstreet Journal article. (ARTICLE)

How & Why the Chief Marketing Officer (CMO) & CXO must partner closely together. (ARTICLE)

Is Customer Experience (CX) the NEW Marketing? (PODCAST):

 

How To Be A Better Supporter Of Women In Leadership

How To Be A Better Supporter Of Women In Leadership

Are you lifting others up on your way to the leadership table?

How can we all start embracing the idea that there is room at the top – for all of us!  This is the theme of a podcast episode where Toni Collis and I talk about how to build a customer-centric company culture that’s supportive, inclusive, and based on human-centered leadership principles. We dive deep into how women can change the nature of leadership and give support to others as we rise to the top!

Ready to shift your mindset and inspire others around you as you uplevel your leadership position?

Press the play button below to start hearing about

  • What humanizing business means (and how it can help in your career growth!)
  • The challenges that come up for women around supporting other women – and how to be part of the solution!
  • What it means to “be in the room” (and why doing this will help you excel in your career)
  • Some tips to help you find a mentor so you can uplevel your leadership
  • How to become a better ally to underrepresented groups in the workplace
  • One of the few benefits of being the only woman in the room (and how this applies to psychological safety)
  • The IMPORTANT mindset shift you can make to help lift others up (and some tips from Stacy to increase your confidence on your way to the top!)
  • And more!

Please share your comments below as I’d love to hear what you think of our discussions about women in leadership roles.  

And, are you doing anything to support underrepresented groups at your workplace?

What’s The Fate of A Customer Experience Officer (CXO)?

What’s The Fate of A Customer Experience Officer (CXO)?

A recent Wallstreet Journal article discusses the idea that some customer experience officers are aspiring to make their roles obsolete. Best Buy Co chief customer officer and executive, Allison Peterson, is quoted as saying: “My goal is to create an environment where we are so obsessed over the customer that a separate person or team doing it doesn’t need to exist.” While some leaders are raising doubt on the longevity of the role, people like myself believe the customer experience officer (CXO) job is increasing in importance and far from ending.

 

The Trend of Customer Experience Officer (CXO) Role

If you search on common job sites, you’ll see companies are hiring CX managers and related executive positions at a faster rate than ever before. The trend is rising and paving the way for change management. That’s because a CXO has unique skills and training to guide a company’s direction and investments (tools, resources) that are in the best interest of customers. Likewise, a customer experience officer knows how to influence people to feel that they have a customer experience job, even when they don’t interact directly with customers. Without such a culture, loyalty goals can’t be achieved.

Besides my observations, research indicates organizations are taking customer experience (CX) seriously by committing more resources and talent to the discipline. Gartner reveals:

In 2017, more than 35% of organizations lacked a chief experience officer (CXO) or chief customer officer (CCO) or equivalents, but in 2019, only 11% and 10% lacked one or the other role, respectively.

Gartner 2019 Customer Experience Management Survey

Golden Rule for Customer Experience Officer

A CXO can’t live on an island alone. Like any other executive position, collaboration and partnerships with every department are essential for positive changes to happen. CX needs to be methodical, intentional, consistent, and a shared passion; the same holds true for EX (employee experiences). You can’t have CX without great EX, which is why employee engagement and driving commitment to customer excellence is part of the CXO job and not a short-term strategy.

Conclusion: Will the Need For A Customer Experience Officer End?

I believe the answer is maybe when my kids have kids. We have a long way to go as technology advances and dehumanizes experiences. A CXO ensures that the Internet of Things (IOT), artificial intelligence (AI), and other ways of doing business enhance customer experiences, and not supersedes actions like sending a personalized handwritten letter. That’s irreplaceable.

For those who have a goal to become a CXO or in the job now, I give you a standing ovation because it’s not an easy career and requires a “high level of effort.”  There’s a lot of obstacles, yet it’s a leadership role that is so important not just for business but also for the greater good.

What are your thoughts? Do you think CXO and related leadership roles will go away at most organizations in the foreseeable future?

Want To Advance Your CX Career & Transform Your Organization?

Contact me for mentorship. Also, get certified online at a reputable university. Get more details and an unadvertised promotion code.

 

10 Leadership Lessons From Growing Up With A Wallstreet Mom

10 Leadership Lessons From Growing Up With A Wallstreet Mom

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman
DoingCXRight on Google Podcasts with host Stacy-Sherman.
Doing CX Right on Listen Notes with host Stacy Sherman

Listen to interview featuring Mom Eileen: Doing CX Right Podcast Ep 50

Updated post March 2025.

In honor of International Women’s Day, I hope you’ll watch my video or listen to my podcast featuring my Mom Eileen. She’s one of the first women Options Traders on Wall Street, a well-known Bridge and Backgammon player, and a true change agent by every definition.

She’s had to go ‘against gravity’ to achieve success and shares valuable leadership lessons to help you reach goals no matter what rejections and challenges come your way.

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Family Background Information:

My Grandma, Dorothy, was a certified public accountant, which was rare at the time. While she is a role model in so many ways, I appreciate my Grandpa Phil, who supported her in getting educated and pursuing her passions while caring for her family. She might not have been as successful without his encouragement and reassurance.

Apples do not fall far from the tree. My Mom, Eileen, and her three sisters followed in my Grandmother’s footsteps. They were accountants, too. Over time, my Mom and one Aunt left the field to pursue other passions while two continued as women leaders in their industry. My Mom found her way to Wall Street and never looked back.

Visiting my Mom at the American Stock Exchange during my childhood years was a common occurrence. It was fun; however, I did not comprehend what she did for a living as an options trader or why she was yelling “buy, sell, puts and calls” while doing odd hand signals with others in the room. I also didn’t understand how she had a “seat” on the floor, yet I saw no chairs anywhere. While there was a lot that I didn’t grasp then, I saw and appreciated that my Mom was among the few women in the room. I also noticed that she wore a jacket color that signified prestigious status. (Interesting video about the history of trader jackets from Peco CEO). While I admire that my Mom had one of the “cool” jackets, it’s the fact that she earned her way to the top that impresses me most.

There are many stories to share from growing up with women leaders who were ahead of their times. The following is a summary of what I have learned to inspire you to pursue your passions no matter what.

 

10 Leadership Lessons to achieve goals even when roadblocks exist:

  1. Believe in yourself. When there is a will, there’s a way, even if you’re a minority in the room.
  2. Have a plan while open to detours, such as switching careers, to achieve more happiness.
  3. Take nothing personally, as my favorite book, The Four Agreements, explains. People may not welcome you with open arms. Kill them with kindness and proceed.
  4. Acknowledge negative emotions and then set them aside. As the author, Susan Jeffers, says, “Feel The Fear and Do It Anyway.”
  5. Focus on relationships and strengthen your network. Express appreciation to everyone who helps along your journey.
  6. Establish and lean on your tribe to elevate confidence. A support system makes a huge difference.
  7. Be a change agent. Trust that everything is possible over time. (You’ll need #7)
  8. Adapt to the times. While my Mom is no longer at the American Stock Exchange (it closed), she leverages technology and trades online from home.
  9. Use your expertise to help others. My Mom teaches people how to succeed as a Stock Options Trader and other hobbies that she’s mastered.
  10. Know what you are good at and stick with it. My Mom excels in Math, contributing to her success in Accounting, Stock Options trading, Bridge, Backgammon, Blackjack, and other strategic games.

Watch Interview To Hear Inspiring Stories & Leadership Lessons.

Show Topics Include:

  • Life growing up in the 1940 with parents who were ahead of their times
  • How women can thrive in business even when a minority in the room  
  • The importance of a support system, especially men in the workplace
  • Leadership advice. Hint: there’s plenty of room at the top
  • The bright side of rejection
  • Ways to gain confidence and a can-do mindset
  • Playing the game that has to be played to win
  • Advocating for what you need and turning a “no” response into “yes”
  • One key takeaway for improving experiences and having a more content life
  • Advice to younger 20-year-old self if you could go back in time
  • And more experience lessons from Mom

If you like this article, check out other inspirational leadership topics:

Click here to read about how to “Crawl, Walk, Run” your way to success.

Contact me if you have an inspiring story to tell about being a change agent and success tips for others.

Employee Retention Depends On Inclusion Not Just Diversity

Employee Retention Depends On Inclusion Not Just Diversity

Workplace diversity is VISIBLY on the rise as leaders understand having a diverse workforce is important internally, to customers, and overall business success. Inclusion, however, is NOT something we can always see and affects employee retention & mental health tremendously.

To help elevate employee feelings of inclusion and belonging, I’m taking actions of which YOU can do too. You don’t need the title “leader” in your job description to be one. You already are a champion and have the ability to drive more diversity and inclusion if you choose to use your human power. (Read this point again)  

 

Workplace Inclusion Best Practices For Managers:

  • Have personal conversations and not just one time. Get to know what’s important to each team member so you can continue to support and include each individual in ways that matter to them (not yourself).
  • Be transparent. Invite people to decision-making meetings & if you can’t for any reason, ‘close the loop’ and inform of outcomes.
  • Offer employees a ‘suggestion box’ to contribute ideas for improvement. Let them know you did something with their feedback.
  • Call out great work when presenting. Say individual names out loud as recognition of unique talents & perspectives feels good. People will do more when recognized and included.

What would YOU add to this list to enhance your employee experiences? Remember: when employees feel valued, appreciated, and included, the customer sees and feels it too. Employee experiences fuel customer experiences.

 

More Diversity and Inclusion tips from Harvard Business Review.

While published in 2018, the principles still apply.

To retain talent, most organizations offer the typical things: free coffee and tea in the break room, competitive benefits, generous raises and bonuses, and employee recognition programs. But none of that works for an employee who doesn’t feel comfortable in his or her work environment. Picture, for example, a Muslim who prays in his car because he doesn’t want to advertise his religion, a mother who doesn’t put up pictures of her children so that coworkers won’t question her commitment to the job, or a gay executive who is unsure whether he can bring his partner to company functions.

Employees who differ from most of their colleagues in religion, gender, sexual orientation, socio-economic background, and generation often hide important parts of themselves at work for fear of negative consequences. We in the diversity and inclusion community call this “identity cover,” and it makes it difficult to know how they feel and what they want, which makes them vulnerable to leaving their organizations.

Most business leaders understand the diversity part of diversity and inclusion. They get that having a diverse workforce is important to customers and critical to succeeding in a global market. It’s the inclusion part that eludes them — creating an environment where people can be who they are, that values their unique talents and perspectives, and makes them want to stay.

The key to inclusion is understanding who your employees really are. Three of the most effective ways to find out are survey assessments, focus groups, and one-on-one conversations. To be effective, however, they must be approached in a way that accounts for the fact that people — particularly those in underrepresented groups — can be more difficult to get to know than we think. Here are some best practices for getting to the heart of who your employees really are:

Segment employee engagement survey results by minority groups.

Many organizations conduct employee engagement surveys, but most neglect to segment the data they collect by criteria such as gender, ethnicity, generation, geography, tenure, and role in the organization. By only looking at the total numbers, employers miss out on opportunities to identify issues among smaller groups that could be leading to attrition, as the views of the majority overpower those of minorities.

In 2015, for example, women constituted 52% of the new associate class at global law firm Baker McKenzie, but only 23% of the firm’s 1,510 partners. To find out what was keeping women from advancing to senior roles, I asked our researchers to segment the results of a firm-wide engagement survey to examine responses from women lawyers. Based on that data, we learned that many of the firm’s women associates didn’t want to be partner nearly as much as their male counterparts.

That prompted us to launch a follow-up survey to find out why, which revealed four things that would make partnership more attractive to women: more flexibility about face time and working hours, better access to high-profile engagements, greater commitment to the firm’s diversity targets, and more women role models. Those four things became the basis for an action plan that included, for example, a firm-wide flexible work program that promoted remote working. By 2018, the percentage of women promoted to partner had risen to 40%, up from 26% in 2015.

Use independent facilitators to conduct focus groups.

Focus groups are another way to gain deeper insight into what employees care about and the issues that may be causing frustration and burnout.

One company-wide employee engagement survey conducted by a $15 billion food company showed that the employees in the Canada office had much lower work-life integration satisfaction scores than those in other countries. After conducting a series of focus groups to find out why, we discovered that many employees were receiving emails from their managers on weekends and feeling obligated to respond even when their managers told them not to until Monday.

We also learned that the leaders in that office were often tied up in meetings all week and used the weekends to catch up on email. When we asked the employees for solutions, they suggested banning emails on weekends and not having any meetings on Fridays so that managers could use that time to catch up on correspondence. After the office implemented these new policies, employees reported being happier and less stressed when the survey was conducted a year later.

These groups are best facilitated by an outside company or trusted diversity and inclusion professionals who don’t have a vested interest in the outcome so that employees can speak freely.

The road to retention

In an ideal world, all leaders would be adept at understanding their employees and making sure they didn’t lose any through neglect or ignorance. In the real world, however, most aren’t tuned into the factors that can get in the way of knowing what’s important to employees both individually and collectively. Tools such as segmented engagement surveys, focus groups, and personal conversations can guide management in taking the actions that will help keep their talent engaged and committed to the organization. The first step in retaining more employees is to use these tools.

My Final Words:

 

Keep having uncomfortable conversations, and get more educated about Diversity and Inclusion.

 

Join communities and share your authentic views.

I started a global slack community (free platform that you can download on mobile and desktop). Access now and ask questions, share stories and support others.