ARTICLE BY Clifton Dawson

Clifton Dawson, Founder & CEO of Greenlight Insights, is an analyst who covers digital disruption and how today's company are transforming their business models to deliver next-gen experiences through virtual and augmented reality technology. Follow him: @AskClifton.

Strategic Insight: VR, AR, AI, edge computing and other technologies are disrupting the ways organizations deliver experiences to their customers and employees. Increasingly, the challenging task to re-design technology-driven business models falls on a new type of executive - the Chief Experience Officer.


Companies have struggled to adjust to the concept of the full customer journey and the fluidity of the movements across touch points. Businesses are stuck in a mindset of ‘digital transformation’, believing customers don’t think of digital experiences as separate from physical ones.

Thus, it comes to no surprise that there is a rise in companies large and small of the CXO, or Chief Experience Officer. According to Wikipedia, a CXO is “an executive responsible for the overall experience of an organization's products and services.”

What is a CXO?

The idea of a CXO is new to many businesses, but is in fact as old of a function as is sales. The Harvard Business Review noted the rise of user experience back in 2007 in an article entitled Understanding Customer Experience by Christopher Meyer and Andre Schwager.

The Chief Experience Officer (CXO)—one of the newest executives to join the C-suite—is charged with leveraging best practices in design and user experience to gain market share. Having a CXO is critical to success for any customer experience transformation.  “People are realizing that a key differentiator for companies is the user experience,” Carola Fellenz Thompson, CXO at Splunk says.

What does this have to do with VR and AR?

Immersive media provides new ways to connect with customers and offer unique, memorable interactions. The popularity of VR and AR open the doors to innovations in workplace gamification, improving employee engagement, retention and customer experience.