The landmine that is CXO

Yesterday a title I had not heard of started being banded around at the From Business To Buttons conference which has filled me with dread.

Chief Experience Officer, or CXO. My problem with this is that I can help feel it’s a rebranding exercise. Isn’t the idea of someone who is responsible for the service or product already with us under the monicker of Product Manager, or Service Manager? Why is there still this misguided need from the UX Community to create little Generals?

Throughout the talks of the day there was references to the creation of UX Teams, but I think this is wrong, I always have. User Experience is not a specialised skill. It doesn’t require someone with the magical powers of a creating great experiences, like some kind of conjurer, it is a value for whatever you create and it needs to radiate from every single member of the organisation, not just a team of 6 unicorns trying to battle against the rest of the company.

The idea of requiring a Chief Experience Officer to me sounds like the creation of a role to let everyone else off the hook of doing a shitty job and not thinking about how and why they are delivering and creating customer services. It would be the same as hiring for a Happiness In The Workplace Directory, responsible for making sure that everyone is happy, that cakes are bought on birthdays and that everybody walks away with a spring in their step at the end of the day. It just isn’t possible (although I know a Brighton company who actually tried this. It failed.)

Values can’t be enforced either. Yes, you can explain and share values with another person and in turn they can form their own ideas about them and perhaps then they will share your values, but fundamentally you either agree or disagree with a particular value. This is why I don’t believe in company values either because once you reach a particular size it is impossible to only hire the people you need based on shared values, there will eventually be a point where not everyone agrees on what is being done in the organisation and with your service.

As long as the founders retain the integrity that we hope they had at the start and that their values are strong and just, your service or product, or whatever it is you do will thrive, evolve and grow.

We don’t need new titles, we need to stop thinking about User Experience as the responsibility of a few people who are just good at listening.

Published by

Andy Parker

User Experience Designer, headbanger, biker, skater, gamer from Brighton UK.