Is “Experience Management” really a C-Level responsibility?

Experience Management (XM) is a strategic approach that focuses on managing and improving the overall experiences that an organization delivers to its customers, employees, partners, and other stakeholders. This includes aspects like customer satisfaction, employee engagement, brand perception, and overall sentiment associated with the organization.

There are several reasons why Experience Management has become a C-level job and is often overseen by senior executives, such as the Chief Experience Officer (CXO) or Chief Customer Officer (CCO). Do you have one in your company?

Here are some key reasons:

Strategic Importance:

The experiences that an organization provides directly impact its reputation, revenue, and long-term success. Senior executives are responsible for setting the strategic direction of the company, and ensuring a focus on XM aligns with overall business objectives.


In today’s competitive business landscape, being customer-centric is crucial. A senior executive who oversees XM can champion the importance of putting customers at the center of decision-making processes and drive customer-centric culture throughout the organization.

Holistic View:

XM encompasses various touchpoints and interactions across the entire customer and employee journey. A C-level executive can provide a holistic view of these experiences and ensure consistency and alignment across different departments and functions.

Data-Driven Decision-Making:

XM relies on data and analytics to understand and improve experiences. C-level executives are well-placed to guide data-driven decision-making and allocate resources effectively to address pain points and opportunities.

Cross-Functional Collaboration:

Enhancing experiences often requires collaboration across different departments, such as marketing, sales, customer service, HR, and IT. A C-level XM leader can facilitate this collaboration and break down silos to achieve a unified approach.

Accountability and Ownership:

When a senior executive is accountable for XM, it sends a clear message throughout the organization that experience improvement is a top priority and that someone is responsible for its success.

Competitive Advantage:

Organizations that excel in delivering exceptional experiences gain a competitive advantage. A C-level XM leader can identify opportunities for differentiation and innovation in the market.

Cultural Transformation:

Transforming an organization’s culture to be more customer and employee-centric often requires leadership from the top. C-level executives can drive cultural change and make XM a core value of the company.

Risk Mitigation:

Poor experiences can lead to customer churn, negative reviews, and even legal issues. Senior leaders can help identify and mitigate risks associated with poor experiences.

Reporting and Accountability:

C-level executives are in a position to report on XM progress to the board of directors, shareholders, and other stakeholders, ensuring transparency and accountability.

YES – “Experience Management” is a C-Level responsibility?

In summary, Experience Management has become a C-level job because it involves strategic, cross-functional, and organization-wide efforts to improve customer and employee experiences, which directly impact an organization’s success and competitive position. Senior leaders are best positioned to drive this effort and ensure it aligns with the overall strategic direction of the company.

If you have any questions or if you like to know any details, please feel free to contact me personally.