Understanding the CXO Role
The CXO role is not merely an extension of customer service; rather, it brings a unified vision to every customer interaction and places the customer's voice at the heart of strategic decision-making. This strategic leadership position is focused on driving organic growth, aligning departments, and embedding customer-centricity across the organization. Beyond optimizing experiences, the CXO also drives innovation to differentiate the brand and create ‘wow’ moments that foster loyalty and advocacy. They own NPS, the organic portion of blended CAC, and the Rewind Score—ensuring retention, word-of-mouth acquisition, and long-term customer engagement
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Awareness
Empowering the company to know what customers like and dislike is fundamental. By collecting and analyzing customer feedback, the CXO ensures that every department is informed about customer preferences and pain points. This deep awareness helps the organization anticipate needs, tailor its offerings, and create true customer experience.
2
Alignment
A CXO unites all departments around a shared customer-centric vision. With no compromise but consensus, they create buy-in and foster cultural maturity, driving alignment and inspiring every team member to contribute to a culture that prioritizes exceptional customer experience.
3
Customer Journey
The CXO ensures that every touchpoint—pre-purchase, purchase, and post-purchase—is optimized for satisfaction, ease, and engagement. By mapping the full journey, the organization can reduce friction, improve personalization, and build long-term loyalty.
4
AI can analyze customer behavior, predict needs, and automate experiences to enhance their lives. This includes intelligent chatbots, predictive analytics, and personalized content - ultimately saving customers time and effort.
5
Proactive
Rather than reacting to problems, the CXO champions a proactive approach—anticipating needs, preventing issues, and delivering unexpected value. This means shifting from problem-solving to problem-prevention. A truly customer-centric organization is one step ahead, not one step behind.
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One Company
Customer experience is a company-wide mission. The CEO empowers the CXO to drive customer-centricity, ensuring all teams share a unified vision and accountability. Together, they break down silos, embedding customer satisfaction into the company’s DNA as a shared responsibility
CXO Metrics
The CXO must own critical metrics such as Net Promoter Score and Rewind Score, with the goal of achieving industry-leading scores while providing regular Customer Insights Reports to keep all stakeholders in the comapany informed.
- Earned New Customers
- Blended Customer Acquisition Cost (CAC)
- Net Promoter Score (NPS) (Customer, Partner, Employee)
- Rewind Score
- Customer Effort Score (CES)
- Cancellation Rate / Churn Rate
- Customer Lifetime Value (CLV)
- Complaints / Negative Feedback Volume
- Active Customer Listening (feedback loops, surveys, focus groups)
NPS 3.0
NPS 3.0 builds on NPS 2.0 by integrating the Earned Growth Rate, aiming for a comprehensive growth and feedback analysis.
Harvard Business Review
Net Promoter 3.0
Since its introduction, in 2003, the Net Promoter System, which measures how consistently brands turn customers into advocates, has become the predominant customer success framework. But as its popularity grew, NPS started to be gamed and misused in ways that hurt its credibility. Unaudited, self-reported Net Promoter Scores undermined the usefulness of NPS. Over time its creator, Fred Reichheld, realized that the only way to correct this problem was to introduce a hard, complementary metric that drew on accounting results. In this article he and two colleagues from Bain introduce that metric: the earned growth rate, which captures the revenue growth generated by returning customers and their referrals. To calculate their earned growth rates, firms must have systems that gather data on the costs and revenues for each customer over time and must ask all new customers why they came on board. If the reason is a referral or recommendation, a customer is “earned”; if it’s advertising, a promotional deal, or a persuasive salesperson, the customer is “bought.” Earned growth rates reveal the real-world impact of customer loyalty. Because they’re auditable, they can help firms validate investments in customer service and convince investors of their businesses’s underlying strength.
From an Earned Growth Rate perspective, Company A shows healthier, more sustainable growth because it stems from loyalty and word-of-mouth advocacy—factors that tend to be more profitable and enduring over time. Company B’s heavy reliance on “bought” growth signals that its success may be more fragile and potentially less profitable in the long run. Source: HBR
The Rewind Score
“If you could turn back time, would you buy from us again?” It’s a simple yet powerful question that reflects the entirety of a customer’s journey—encompassing product use, service interactions, and overall satisfaction—to gauge whether they’d willingly make the same decision knowing everything they do now. Make the truth visible with a simple “Yes” or “No.”
Brand Experience
Creating a great customer experience is the essence of a great brand.
Selling a product in a highly competitive market is inherently risky—there’s always a chance someone else can replicate features, reduce prices, or outspend you on marketing. By focusing on creating experiences, however, you forge an emotional connection with customers, offer unique value beyond mere product functionality, and differentiate you from competitors who are stuck in a race to the bottom. This approach cultivates deeper loyalty, encourages word-of-mouth advocacy, and propels sustainable growth.
In competitive markets, selling a product alone is a losing game. Competitors can copy features, undercut prices, or out-market you. What can’t be copied? Experiences. 💡 Product + Experience = Unbeatable Brand
🔹 Emotional Connection → People buy feelings, not just products.
🔹 Community & Belonging → Create a brand people want to be part of.
🔹 Personalization & AI → Make every interaction tailored and meaningful.
🔹 Service-Driven Ecosystem → Offer memberships, education, and exclusivity.
🔹 Surprise & Delight → Small unexpected moments create lifelong customers.
🔹 Community & Belonging → Create a brand people want to be part of.
🔹 Personalization & AI → Make every interaction tailored and meaningful.
🔹 Service-Driven Ecosystem → Offer memberships, education, and exclusivity.
🔹 Surprise & Delight → Small unexpected moments create lifelong customers.
Read here why not all buyer personas are right for you company
1
Identify Your Profit Drivers
Analyze customer data to pinpoint the accounts generating the highest returns. These are your most valuable engagements.
2
Recognize Drains on Resources
Customers demanding too much without respecting your value are often not worth the strain on your organization.
3
Cultivate Brand Ambassadors
Seek out customers who stick around, purchase more, and actively refer others - these are your most loyal advocates.
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Prioritize Growth Potential
Focus on customers who have room to grow alongside your business, not those stuck in a static relationship.
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Monitor Acquisition Costs
Customers with lower acquisition costs tend to be more profitable in the long run.
Employee Experience
investing in employee experience is investing in customer experience—the two are inseparable. A brand known for great CX inevitably has a strong internal culture behind it, proving that supporting employees is the most direct route to delighting customers and driving sustainable growth. In the future, employees will choose the leaders they want to work for. To maintain effective leadership, survey your leadership team at least once a year using a standardized questionnaire at TALOOB.com
CXO - The first 100 days
1
Define The CX Vision
- On your first day, outline the ideal Customer Journey before you are too biased
- Defining the Customer Experience Vision
- Aligning the Entire Organization Around a Customer-Centric Vision
2
Unify CX Across Departments
- Embedding CX into every department’s roadmap
- Outline the whole customer journey and make sure all touchpoints are reviewed
3
Employee Experience
- Empowering employees to make customer-focused decisions
- Ensuring employee engagement and satisfaction are visible
4
Setting Up Customer Insights
- Owning key metrics such as organic growth, churn, NPS, Rewind Score,
- Providing a monthly insights report to the organization
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- Personalize interactions through AI
- Reduce Customer Effort in Customer Service through Agentic AI
Customer Journey Example. Here: B2B SaaS
