Editor's Letter
editor’s letter
Who’s Your CXO?
Stephanie K. De Long
No, that isn’t a typo. I didn’t mean CEO but keyed it in wrong. I do, indeed, mean CXO, a relatively new but critical job function that stands for “chief eXperience officer.”
Let me preface this with a couple of statements. First, I’m not big on what I view as a lot of the self-indulgent gobbledygook written by some of today’s top names in business consulting. Second, I don’t usually buy into the alphabet soup of consultant-driven job functions that are out there in the market these days.
All that being said, however, I really think the “chief experience officer” is one that will…and should…stick.
Why? Because your biggest point of differentiation isn’t your product, your pricing, or your merchandising. In optical dispensing, your biggest business asset is customer service and the degree to which your people deliver it.
The folks at The Vision Council agree, so they’ve asked customer service expert Scott Deming to conduct a four-hour Chief Experience Officer Certificate Program at Vision Expo East on Saturday, March 16.
The program will show you how you can designate and empower a chief experience officer (CXO) in your practice to drive and implement extraordinary customer service. In those four hours, you’ll learn ways to differentiate your business and increase patient satisfaction, loyalty, and profits as well.
According to Deming, creating the ultimate customer experience is done “by focusing more on relationships and less on features and benefits.” And, regardless of the size of your practice, he says, “there MUST be a perfect fusion of service and message.” These are just some of the reasons Deming thinks naming a CXO is so critical to future success.
At Eyecare Business, we are very pleased to have been named the exclusive media partner for this exciting new program. We’ll be there, and we hope you or someone you designate from your practice will be, too.
It’s a great way to start off the new year.
Steph De Long
Editor-in-Chief
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WHAT THEY SAID… |
THE W’s
In journalism, it’s all about answering five W’s—who, what, when, where, and why.
Here are answers to the W’s in terms of the chief experience officer concept.
WHO
A CXO is “an officer who is responsible for all user experiences of an organization. This function takes care of all encounters…with its various audiences.”
— Wikipedia
WHAT
To learn how to adapt the concept to your operation, register for the four-hour Chief Executive Officer Certificate Program, with customer service expert Scott Deming.
— visionexpoeast.com
WHEN
Talk about prescient: In his 1971 book Future Shock, futurist Alvin Toffler wrote how people would some day “allocate high percentages of salaries to live experiences.”
— Reuben Steiger
WHERE
“A good customer service experience is a combination of three aspects of customer interaction with a company—functional, accessible, and emotional.”
— Temkin Group
WHY
The Washington Post explained adding a CXO position “to strengthen the voice of the consumer in our product development and execution.”
— Publisher Katharine Weymouth
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