13 Aug Why companies need a Chief Experience Officer

In an environment where competition is no longer based solely on price or product quality, customer experience has emerged as the key differentiator for brands. Companies that do not intentionally manage this experience run the risk of leaving it to chance, affecting their relationship with consumers. This is where the Chief Experience Officer (CXO) emerges, a strategic role tasked with designing and ensuring a coherent, meaningful, and customer-centric experience. Their role is to ensure that every interaction with the brand strengthens the bond and builds trust.

The growth of e-commerce, especially in Latin America and the Caribbean, has demonstrated that selling experiences is as important as selling products. However, many companies operate with disconnected departments, which prevents them from considering the experience holistically. The CXO acts as a connector between marketing, operations, technology, and customer service, providing a perspective that combines data, empathy, design, and communication. Cases such as Nearsure and Banco Galicia show how this figure can transform an organization, positively impacting metrics such as Net Promoter Score (NPS) and revenue.

Although not all companies formally have a CXO, the approach they represent is increasingly necessary. Sometimes it’s enough to redefine responsibilities or train internally qualified professionals with the appropriate skills. The key is to have someone lead the experience as a strategy, not as a result. In a market saturated with options, what truly builds customer loyalty is not just what is sold, but how they feel. Experience is no longer a luxury, but the heart of any competitive company’s value proposition. 

FOUNTAIN: 

Why companies need a Chief Experience Officer, July 21, 2025 https://eleconomista.com.ar/negocios/por-empresas-necesitan-chief-experience-officer-n86860