While her organization is large and includes multiple teams, the essential activities of a chief experience officer are just as applicable to small and medium-sized businesses: "You need to ask, 'What experience do you want to change? What's the vision? Are you looking to reduce friction in your organization?'"
The definition of customer experience officer may differ from company to company, and responsibilities may fall to other executives, even the CEO. "I happen to have the title in the company," said Liz Centoni, chief customer experience officer at Cisco.
"But every single activity of my peers is absolutely important in delivering that experience to our customers, whether touching them directly or working behind the scenes."
Working closely with customers to identify and develop use cases is key, she continued. In Cisco's case, this activity involves making it as easy as possible to develop and deploy networks that are ready to handle AI applications. The experience officer also needs to use surveys and real-time data streams from customers to decipher their issues.
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