The overhead lights are burning out, the air is thick, and the CMO’s office is nearly dead. The world outside is one of omnichannel communications, big data and accessing a consumer’s “plugged-in” lifestyle. This office needs a CXO — a chief experience officer.
Brands have three choices: Oust your CMO and hire a CXO; train or evolve the current CMO with the skills required of a CXO; or augment and optimize the office to support a CMO — perhaps merging CIOs with CMOs. And sure, maybe it’s just a title, but let’s consistently establish the CXO role across organizations. Titles run the gamut today: chief digital officer, chief customer officer, chief omnichannel officer (i.e. Macy’s). Let’s cement change under the CXO and make a statement that the customer comes first.
Look at Macy’s as a retailer that has put the customer first. The retailer is so in tune with technology and an omnichannel strategy that it aligned with Apple Pay days after the iPhone 6 launched, trumpeting such experiential services as same-day delivery in eight markets; an image search app that enables consumers to snap photos of items to check availability online; the launch of Shopkick beacons in every store (more than 4,000); the option of a digital fall fashion catalogue; and the inclusion of smart tablets in fitting rooms.
Source:: AdAge – Digital