Dialing in Your CX Leadership Strategy

How the Right Approach Can Drive Bottom-Line Results

About This Report
The CX leadership position is new and amorphous. But companies that get it right will develop a stronger culture and business results, while those without the right components in place will see their programs fail.

Executive Summary

Companies have made customer experience (CX) a priority but haven’t yet figured out how to nail the right level of leadership. As a result, customer experiences are suffering. Getting CX leadership right will create experiences that add to the bottom line.


  1. What challenges are chief customer officers/CX leaders facing today?
  2. What are the important factors to consider when developing a CX leadership strategy?
  3. How do you incorporate a CX leader into the organization?

WHAT’S IN THIS REPORT? This report provides a guide for executives on the hunt for CX leaders and explains how leaders themselves can chart a path to success for their team and company.

KEY STAT: Only 16.5% of companies have a dedicated team that owns the CX experience, per a March 2022 UserTesting report. The lack of ownership and definition around the CX role leads to worse customer experiences and makes proving its worth difficult.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

45expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. CX Challenges Are Varied and Changing
    1. Determining the Right Level of CX Leadership
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Jason Anderson
    Director, CX, Digital Marketing, Ecommerce, and Corporate Communications
    Interviewed March 30, 2022
    Bob Azman
    Innovative CX Solutions
    Chief Customer Service Experience Officer and Consultant
    Interviewed March 22, 2022
    Michelle Billinger
    North American Savings Bank (NASB)
    Director, Customer Experience
    Interviewed March 30, 2022
    Jeanne Bliss
    Customer Bliss
    Founder and CEO
    Interviewed March 16, 2022
    David Clarke
    Partner and Financial Services Digital Strategy Leader
    Interviewed July 21, 2022
    Jed Dederick
    The Trade Desk
    Chief Client Officer
    Interviewed July 11, 2022
    Tom DeWitt
    Eli Broad College of Business at Michigan State University
    Director, CXM@MSU
    Interviewed March 31, 2022
    Diana DiGuido
    Chief Client Officer and Senior Vice President, Client Strategy
    Interviewed May 24, 2022
    Tabitha Dunn
    Chief Customer Officer and Head of Customer Experience and Global Sales Excellence
    Interviewed March 25, 2022
    Peter Fader
    The Wharton School of the University of Pennsylvania
    Professor, Marketing
    Interviewed April 11, 2022
    Greg Fisher
    Interviewed May 2, 2022
    Mark Gay
    Chief Client Officer
    Interviewed July 8, 2022
    Heather Gillbanks
    Cornerstone Building Brands
    Director, Customer Experience and Customer Center of Excellence (CoE) Lead
    Interviewed March 25, 2022
    Jaime Gilliam-Swartz
    Vice President, Global Services
    Interviewed March 28, 2022
    Millie Gillon
    Standard Chartered
    Senior Managing Director and Global Head of Client Experience, Innovation, and Transformation
    Interviewed March 16, 2022
    Nick Glimsdahl
    Director, Contact Center Solutions
    Interviewed April 6, 2022
    Brad Greenawalt
    Vice President, Membership
    Interviewed April 15, 2022
    Zack Hamilton
    Chatter Research/Stingray
    Chief Experience and Strategy Officer
    Interviewed March 11, 2022
    Michael Hinshaw
    Interviewed March 24, 2022
    Jeffrey Hirsch
    Chief Commercial Officer
    Interviewed June 2, 2022
    Lynn Hunsaker
    ClearAction Continuum
    Chief Customer Officer
    Interviewed March 14, 2022
    Andrea Krohnberg
    Kelly Services
    Global Director, Customer Insights and Experience
    Interviewed March 7, 2022
    Mike Kuenne
    Kuenne Advisory LLC
    Principal Owner
    Interviewed March 8, 2022
    Shibo Li
    Indiana University Bloomington
    John R. Gibbs Professor and Professor of Marketing
    Interviewed April 1, 2022
    Diane Magers
    Experience Catalysts
    Founder and Chief Experience Officer
    Interviewed March 17, 2022
    Rob Markey
    Bain & Company
    Interviewed March 26, 2022
    Greg Melia
    Customer Experience Professionals Association (CXPA)
    Interviewed March 24, 2022
    Roberta O’Keith
    OCX Cognition
    Solutions Consultant
    Interviewed April 4, 2022
    April Oman
    Chief Customer Officer
    Interviewed March 29, 2022
    Karen Pascoe
    Wells Fargo
    Head of Digital Design Innovation, Commercial Bank and Corporate and Investment Bank
    Interviewed April 6, 2022
    Jon Picoult
    Watermark Consulting
    Founder and Principal
    Interviewed April 13, 2022
    Christopher Rios
    Blue Rock Search
    Founding Partner
    Interviewed February 10, 2022
    Tom Rocca
    Calusa Marketing
    Vice President and Business Executive, Incentive and Loyalty Products
    Interviewed July 25, 2022
    Ashley Ross
    Bank of America
    Senior Vice President and Consumer and Small Business Client Care Executive
    Interviewed April 6, 2022
    Richard Sanderson
    Spencer Stuart
    Consultant and Marketing, Communications, and Sales Practice Leader
    Interviewed March 11, 2022
    Amy Shioji
    Strategic Education, Inc.
    Chief Experience Officer and Senior Vice President, Corporate Strategy
    Interviewed May 11, 2022
    Amy Shore
    Nationwide Insurance
    Executive Vice President and Chief Customer Officer
    Interviewed May 3, 2022
    Wayne Simmons
    Customer Powerhouse Customer Experience Leader
    Interviewed March 29, 2022
    Mark Slatin
    Sandy Spring Bank
    Senior Vice President and Director, Client Experience
    Interviewed April 4, 2022
    Eric Smuda
    Principal, CX Strategy and Enablement
    Interviewed March 17, 2022
    Bill Staikos
    Senior Vice President, Solution Principals
    Interviewed March 8, 2022
    Roxie Strohmenger
    Vice President, Customer Experience Strategy
    Interviewed April 5, 2022
    Todd Unger
    American Medical Association (AMA)
    Chief Experience Officer and Senior Vice President, Marketing and Member Experience
    Interviewed March 21, 2022
    Jeannie Walters
    Experience Investigators
    CEO and Chief Customer Experience Investigator
    Interviewed March 14, 2022
    Nicholas Zeisler
    Zeisler Consulting
    Interviewed July 27, 2022

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    Patty Soltis


    Dave Frankland
    Principal Analyst, Marketing
    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Kelsey Voss
    Principal Analyst

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