As organizations begin to realize the importance of CX and its ties to revenue and profit margins, C-level executives are actively shaping the customer’s journey using digital technology. 

In April 2022, the Chief Information Officer (CIO) of a prominent American retail chain announced that he was taking on the role of executive VP of customer experience. 

The move would allow the former CIO to leverage his knowledge of customer-first technology to spearhead improvements in customer service and create an interconnected, frictionless experience for customers. 

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