Remember the idea of keeping an empty chair in the corporate boardroom as a reminder that the customer deserves a seat at the table' The concept of 'experience' embraces every touch point that a customer (or an employee) has with a company or brand, from browsing a website and making a purchase to initiating a return or planning a store visit. The chief experience officer (CXO) serves as the voice of the customer, asking, 'From the customer's perspective, does it make their life easier' Does it remove friction' Does it create a delightful experience'' If it doesn't, the experience needs to be redesigned. The CXO gains insight into the customer's lived experience by leading direct and indirect research on different customer segments. They explore questions ranging from 'How is the experience of Generation Z different from that of a millennial customer'' to 'What would make our digital products more accessible to the millions of people who have vision impairments'' The CXO debunks the...
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