I had a bad experience last week with a hotel chain that shall remain unnamed.
In a nutshell, I called to make a reservation. Everything went smoothly. However, the agent suggested I hold the line for a moment. I did so, assuming I was getting passed to a customer satisfaction survey.
Instead, I was passed to a representative from their 'loyalty club' who began the hard-sell around why I should join their time share club.
I politely declined once, twice, three times. The badgering began. "Why don't you like to travel AND save money, sir?" I lost my cool. I'd just finished a transaction with this company and was now getting the hard sell for something I had no interest in.
So I took to the web to share some constructive feedback on my experience.
While the company web site had *several* feedback forms, everything was purpose built for specific use cases (making reservations, requesting catering, being contacted by sales, etc). Each form required discreet information which was completely irrelevant to my feedback. It was impossible for me to share constructive feedback on my customer experience.
The process was maddening, but also served as a good reminder. Most organizations continue to operate almost entirely in silos. We're all so busy thinking about our departmental metrics or objectives that we lose sight of the bigger picture - The customer experience.
A Chief Experience Officer is a key role that looks beyond departmental metrics or organizational silos. They are uniquely positioned to advocate for your most important audience, ensuring a seamless and frictionless experience that helps prospective customers discover, engage, transact with and ultimately advocate for the brand.
Studies continue to suggest that experience optimization is key to financial performance. And while there seem to be an increasing number of Chief Experience Officer type roles, it still seems to be more of an abnormality instead of the norm.
Here's to hoping the trend towards customer centricity continues.