In 140-chars or less, in your organization who really should be accountable for “customer experience”?
2020 CX Report Participation Survey Write-in Question
I’ve gathered close to a thousand samples of points of view on customer experience that distill a bunch of thoughts across many voices from around the world. Keep in mind that the collection of voices below is heavily biased towards a “designer or researcher” point of view in the rough ratio of:
- 71% design or researcher
- 20% product or biz owner
- 9% engineer or tech
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Sign up for the CX Briefing with no more than 2020 characters, zero images, and all in plain-text.
“I’m more of a designer or researcher”
| 100% of everyone. Accountability means paying attention. |
| 99% of the company |
| A balanced team of Design, PM and Engineer. Everyone. |
| A centralized team that is empowered by the CEO to influence teams across the entire customer lifecycle. |
| A collaboration between marketing, sales, customer support, and design. |
| A collective |
| A combination of customer success, product, and marketing. |
| A cross functional team keeping a bird’s eye view on what work by different product teams amounts to |
| A dedicated individual leading a team working cross-functionally across Marketing, Design (+EPD), and Sales |
| A designated executive reporting to CEO with the organization embedded in all departments |
| A high ranking officer for sure. CXO |
| A lead within the design, marketing, or research discipline that works closely with c-suite |
| A mix between sales, design and product. We are a small startup though, so everyone contributes. |
| A mixed dpt with marketing, product, design, r&d and sales people. |
| A more distrubted team with ux “evanglist” on each team that would advocate for human focused actions and intentions. I’ll say everybody tbh |
| A product team who understands experience |
| A separate team of PMs, Designers and researchers who work and pitch holistic solutions – Customer Satisfaction, Consistency & Growth |
| a transversal team uniting operations, experience design team, marketing, communication and IT people |
| Absolutely every person representing the organization. |
| Accountability for CX should be the province of the people who actually deal with customers: sales, support, service. |
| Accountability should be shared between any and all teams who contribute to the customer experience. |
| actually i think everybody in the company should be customer focussed and we need and do have some CX/UX Experts |
| All |
| All aspects of the organization. |
| All client facing staff. |
| All delivery teams: Engineers, PMs (project and Product), Designers and Testers, together. |
| All departments who interact directly with the customers. But they should be properly aware of it. |
| All design team |
| All disciplines – Product Managers, Designers (UX + UI), Account… |
| All effort counts. Should be everyone’s duty, but for many CX is just a fancy buzz word. |
| all employee |
| All employees |
| All employees should feel accountable for the customer’s experience; UX leadership should define how to measure success. |
| All employees, more emphasis on ones that plan, design, develop, test, support the product. |
| all facing-client and supporting-client employees play a role in CX |
| All functions |
| All of us |
| All of us |
| all of us, we are very small |
| All parties should care and fuss over the things that make people love what you make |
| All people working on projects have the responsability to make their project perfect for the customer. |
| All relevant stakeholders |
| All should be responsible for customer experience. It should come from bottom-up and bottom-down. All should see the value of a great CX. |
| All staffs |
| All team members should be thinking of the health, ease of use, and integrity of our customer experience. |
| All the employee should have this mindset of ”customer experience”so that the whole team can be on the same page and no more argue |
| All the organization should be accountable |
| all the world |
| All workers |
| An intersection of product, engineering, design and operations |
| An unified team including design, development, and product with deep partnership from call center, logistics, retail, and marketing. |
| Any project owner or product manager |
| Anyone |
| Anyone and everyone who is accountable for delivering of facet of the service or product experience. |
| Anyone who directly or indirectly influences a product. Designers+Technologists+Content+Consultants + CX focused Culture |
| As a consultancy, 3 people. The CEO. The partner selling/overseeing. And a Strategic Designer |
| As an exp design co – all, but for different aspects. A single owner needs to coord biz, tech, design |
| As I am both the CEO and the UX Designer, it’s me who is accountable – and also the one who sells our work through terms like UX and CX |
| As it is one woman show…it s just me and everything and everyone that works with me as a service provider that helps me build my business |
| As its just me its me |
| At the end of the day, everyone in the company should be responsible for customer experience. |
| Being a free agent: Me. Just me. |
| Board member, GM |
| Both customer facing functions as well as those who are supporting the processes that affect how we get to interface the customers, i.e. IT |
| Both of co-founders |
| Brand, marketing and the digital organization which includes UX, Engineering and Product |
| BU representatives who engage customers |
| Business Development |
| Business Development, who both has a good understanding of in-house capabilities as well as external partners strength, needs and weakness. |
| Business team, include Marketing/Sales, and R&D team, include PM/Designer/Engs |
| C-suite down to operations |
| Can any one role really be entirely accountable for something that cuts across everything? |
| CDO |
| CDO (chief design officer) because they’re looking over the whole consumer products ecosystem and our CMO |
| CEO |
| CEO |
| CEO |
| ceo |
| CEO |
| CEO |
| CEO (god is almighty) |
| CEO + entire board |
| CEO and CMO |
| CEO and the most senior design leader |
| Ceo, branding and UX |
| CEO, Business Strategists and Human Resources too |
| CEO, COO and Chief Strategy Officer |
| CEO, Directors, they are very very old school. |
| CEO, PMs, Designers |
| CEO, UX designer, Service designer |
| CEO/Founder |
| Chief customer executive. |
| Chief Customer Experience function pulling in experts when needed. Everybody day to day though. |
| Chief Customer Experience Officer |
| Chief Design Officer |
| Chief design officer reporting directly to CEO |
| Chief Design Officer, Chief Experience Officer |
| Chief Experience Officer |
| Chief Experience Officer |
| Chief Experience Officer |
| Chief Experience Officer (which doesn’t exist), product owners, and every employee. |
| CIO |
| Clinical staff interfaces directly in person and virtually with our consumers |
| CMO |
| Combination of design, product management, sales, and customer support/post sales. |
| Communicators, Researchers, Leadership |
| consultant, presales team and account team |
| conversations and correspondence between clients and myself |
| CPO, VP of Product |
| Creative and account/sales should handle, they are complementary to the cust experience |
| Creative Director with the CEO |
| Creative team. |
| Cross functional teams from across the business |
| Cross-functional organization unifying all touchpoints – sales, marketing, product (design/engineering), support… |
| CS (support and satisfaction) providing information to UX who can research and share with product who with sales, decide the roadmap |
| CTO |
| cto cdo |
| Cultura com o compromisso de entender e ter a empatia com o cliente independente de gênero, classe ou raça. |
| Customer Experience Director |
| Customer experience is no longer a business function. |
| Customer experience should be accountable by one champion-leader whose passion is to align all in customer-centricity; w/ top-down support |
| Customer experience should be an ambition carried by the design team. |
| Customer experience unit responsible for CX |
| Customer Service and Product |
| CX and UX is always a Leadership Role – augmented by Design, Engineering, Operations and Marketing/Sales. Can be slightly delegated |
| CX is a mindset that underpins great products and services. It should be addressed at the company culture level. |
| cx is a shared responsibility, driven by the top but enabled by every employee, accountability is in everyday decision taken at any level. |
| Cx is dna |
| CX should be part of the LT at the level of CEO, CDO, CTO etc… |
| CX should be the main focus of the company. Anyone should be able to provide ideas and have them reviewed by people who build the product. |
| CX staff |
| CX Team |
| CX team |
| CX team, which is a combination of Product, Design and Tech. Person responsible is CXO. |
| CXO |
| CXO |
| CXO |
| CXO |
| CXO |
| Dedicated exec-level that can oversee all customer touchpoints. This would be marketing, sales, support, event planning, tech doc., etc. |
| defend that everyone is responsible, but there are representatives of the subject distributed by the structure |
| Delivery |
| Delivery and Project Management along with project teams |
| Design |
| Design |
| Design |
| design |
| Design |
| Design |
| Design |
| Design |
| Design + Marketing with a clear RACI project level ownership |
| Design + Product + Marketing |
| Design and product |
| Design and Product |
| Design and research and then product |
| Design and research but working cross functionally |
| Design backgrounds I believe are made for the task and on a team must be working with any underlying tech that may fundamentally impact CX |
| Design Director |
| Design division, Marketing division, Sales people, and so on |
| Design Executive Officer (to quote Maria Giudice) |
| Design is like math. Everyone should have the mindset, sometimes, you need a specialist. |
| Design Leader / Director |
| Design Leaders |
| Design leadership |
| Design Manager, Product Designer |
| Design should own customer experience related metrics. |
| Design Studio/group |
| design team |
| design team |
| Design Team |
| Design Team and the product owners |
| Design team, with sufficient backing of the leadership. Include designers in the beginning of project and not at the end. |
| Design teams with 0-3,3-5, and 5-10 year time frames. |
| Design, conception |
| Design, engineering and product teams working together. |
| Design, Marketing, Engineering, Manufacturing and Procurement. |
| Design, Operations |
| Design, Product, Engineering |
| Design, Research, Tech, Product, Customer Care |
| Design, Sales, Marketing, Support |
| Design, sales, R&D |
| Design, Tech, Ethics and Innovation Strategy |
| Design, the user, and the CEO |
| Design+Product teams collectively own the customer experience. Post purchase & delivery exp for e-com is also owned by the CE teams. |
| designer |
| designers |
| Designers |
| Designers |
| Designers |
| Designers and client leads |
| designers and engineers |
| Designers and researchers |
| Designers should be accountable for that because they can set up a visible concept that t a company has to provide customer with. |
| Director of Customer Experience |
| Director of Design |
| Director of Design |
| Driven by a customer leader, guided by a CX committee, all employees should feel empowered and responsible for the customer experience |
| Each member of the org. should be accountable for customer experience. |
| Editorial team, design team, product team. |
| Engineer |
| Engineering, which consists of developers and UI designers, and Graphic Designers. |
| Entire executive sweet and product/service leads. |
| Entire organisation should be accountable for customer experience |
| Entire organization should be accountable for “customer experience” |
| every aspect of the team should be accountable for customer experience. we can no longer work in silos thinking one person/group is |
| Every department involved in the experience |
| Every department is responsible for the journey of the customer with the company, it’s like passing the baton of customer experience |
| Every Department needs to be CX oriented, but each one can contribute in a different way |
| Every employee and stakeholder should be accountable for customer experience |
| Every employee in the organization |
| Every employee is. |
| Every employee. |
| Every facet of organization |
| every one, i’m woorking on diffusing the human centered design culture in the oganization |
| Every part of the organisation will require a certain degree of ownership. From CEO to the Guard |
| Every partner but most importantly the founder and director of operations |
| Every Person associated with my company/ services incl clients/where applicable my students. As a virtually company for 8 years. |
| Every person in the company |
| Every person who is involved in decisions that affect the “thing” the customer uses, essentially everyone except G&A. |
| Every single collaborator should be accountable for CX. |
| Every single employee participates on delivering customer experiences |
| Every single employee, coz everyone is contributing to the experience of products that we build |
| Every single employee, from CEO to designers and researchers. |
| Every single person |
| Every stakeholder whose decision-making has a significant impact on cx |
| Every team member as we are having a small team and the product has just launched. |
| Everybody |
| Everybody |
| Everybody |
| everybody |
| Everybody is in some way responsible. Most important are the designers who engage with clients and end clients/ users. |
| Everybody of our organisation should have customer experience in mind in order to support the business finally. Taking the long term view. |
| Everybody should acknowledge that part of their work has the potential to affect the customer, and strive to refine that part of their work |
| Everybody should be accountable. Everybody helps build it with different points of view. |
| Everybody should be accountable. We all contribute to the customer experience for both our partners and our contributors. |
| Everybody should be somewhat accountable for CX. I believe there should be some kind of CX related KPI for each employee/team. |
| Everybody, but Academic Director |
| Everybody, but design seems to always have a bettter pulse on what the end user. is really looking fo, attempting to achieve, etc. |
| Everybody. |
| Everybody. It’s a shared responsibility that needs individual explanations. |
| Everybody. Understanding AND solving customer problems, is the aim. |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| Everyone |
| everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| Everyone |
| everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone – but specifically the person(s) who can weave together all key functions that cover every touchpoint with a customer |
| Everyone – we all need to truly understand who are customers are – their challenges and joys – and where our products fit into their lives. |
| Everyone -driven by a cross-functional team (design, r&d, marketing…) |
| Everyone from front desk admin to interns to CEO. Being human centered means walking that talk every day. |
| Everyone has a responsibility since everyone in an organisation at some point or other meets a customer. |
| Everyone in a company like infosys |
| everyone in the company |
| Everyone in the company plays some role in CX. |
| Everyone in the entire organization should be accountable for CX |
| Everyone in the org has to ensure customer experience is at its best for our customers. No one gets to skip out of that task. |
| Everyone in the org should understand how their work contributes to the CX. |
| Everyone in the organization should be accountable for customer experience as we are in the CX business. |
| Everyone in the organization. |
| Everyone in the product team |
| Everyone in the UX team |
| Everyone in their own domain is responsible for the customer experience. No matter our area we should always keep the user in mind. |
| Everyone involved in keeping the business relevant through the time… |
| Everyone is accountable for the customer experience and can contribute ideas to improve user life experiences. |
| Everyone is accountable, but I am a studio/consultancy of 1 |
| Everyone is accountable, but those who are interacting with, delivering to, and supporting our customers are key to their experience. |
| Everyone is accountable. We all represent the brand to the customer at different touchpoints across the ecosystem. |
| Everyone is responsible for CX |
| Everyone is responsible for delivering to the total customer experience. Requires alignment and empowerment. |
| Everyone on the team is accountable for customer experience. BA, Devs, QA and Designer. |
| Everyone plays a part. |
| Everyone should and is responsible for CX |
| Everyone should be accountable for customer experience |
| Everyone should be accountable for customer experience. |
| Everyone should be accountable for the accountable for the customer experience. Organisational values should drive engagement and CX metrics |
| Everyone should be accountable to the CX. |
| Everyone should be aligned on the overall customer experience and then be accountable for the portions that they have impact/influence. |
| Everyone should be at least mindful of it, and able directly or indirectly make positive contributions to it. Accountability is collective. |
| Everyone should be held accountable |
| Everyone should be thinking how the customer journey is shaped and carried out |
| Everyone should be. Though, I’d like to have a team dedicated to CX. |
| Everyone should do everything for humans. Work mostly has a purpose which means it mostly has a target (customer) even if that is one self. |
| Everyone should have it embedded in mind. |
| Everyone should play a role in student/family experience of school. |
| Everyone that has a significant impact on the experience |
| Everyone that is building products for the end user. That includes designers, researchers, developers, product folks, marketing, support,… |
| Everyone whee |
| Everyone who has contact with customers |
| Everyone who touches a product that directly impacting the customer. But from different perspectives. |
| Everyone who works with clients + everyone who enables those who work with clients. |
| Everyone who’s work impacts how people access and use the product or service. |
| Everyone- you can have a core team to visual but all teams would be a part of the collective that creates the experience. Work together |
| Everyone—is this a trick question? |
| Everyone, all have access to metrics so they track cx performance and cx specialist so they can shift those metrics |
| Everyone, but especially UX and customer service |
| Everyone, but guided by a designated team (design, CX, or whatever other name chosen to call the team) |
| Everyone, but I do believe that in case there has to be a final decision around CX versus technology or business, design/CX should do it |
| Everyone, inasmuch as their interactions convey to our customers. |
| everyone! |
| Everyone! |
| Everyone! |
| Everyone! |
| Everyone. |
| Everyone. |
| Everyone. |
| Everyone. I’m creating an org that embraces shared values in how we collaborate. But each person is accountable for their depth of SME. |
| Everyone. Although we need to respect each others different points of view. |
| Everyone. As a system, if a customer is un/happy we should feel it. Accountability is key. |
| Everyone. Even the employees who do not interface with the customer have an indirect impact on the experience. |
| Everyone. It needs backing from the CEO that we are customer focused, but we need agents in the company to make everuone a CX star. |
| Everyone. The org structure for CX Design, which is what it is, is unique to each org. |
| Everyone. The way the company works interact with itself reflects directly to the quality of the product, therefor, the customer experience. |
| Everyone. Trite, but true. It’s everyone’s job to care about value, not to promote their specialty myopically. |
| Everyone. We are small and all of us have impact on the quality of our customers’ interactions w/our product, service, or brand. |
| Exec team and all VP or SVP level leadership. |
| Executive leadership needs to be accountable across the org |
| Experience designers |
| Experience owners throughout the business |
| experience strategists |
| Facilitate by experience designer but everyone in the team should keep CX in mind. |
| Finance |
| For smaller organisations which can still provide a quality service it must be shared across the team |
| Front stage, on stage and backstage operations have to work in coordination to support the best CX. |
| GM |
| Head of Design |
| Head of Design |
| Head of Design |
| Head of Experience Strategy & Design |
| Head or design |
| Honestly it should be everyone’s job |
| I believe design + marketing are the proper responsible parties for CX. |
| I believe everyone is accountable for providing exceptional customer experience. |
| i believe it has to be a collaborative concern. with squads taking accountability and designing shared strategies |
| I believe it should be a diverse team, where we would have different expertises, such as designers, developers, finances and mkt. |
| I have no idea |
| I lead the experience design team for my company while report into the COO. As a result accountability resides on me and up through the COO |
| I think a shared responsibility is the best but primary without management fully invested/accountable there will always be a struggle. |
| I think everyone plays a part but designers often get this task |
| I think it’s properly situated in our organization in a senior mgmt role reporting to the CEO, peer with CTO and CFO. |
| I think marketing team and HR |
| I think there should be a Chief Innovation Officer, someone who ultimately holds responsibility for the vision of customer experience. |
| I think we’re all responsible, but I do think design, marketing, and support all have a big hand. I’d like to get Engineering more involved. |
| I work as a consultant. I mainly work with FS clients, and Design, Innovation and Support should be accountable for CX in those org |
| I work in education. Marketing, sales, academic instructors, career advisors. |
| I would like to see a champion for customer in each department / business function reporting to a new Chief Customer Officer |
| I would say it has to be Design. They are the best at putting the customer or consumer at the center, aka the human first! |
| I’ll say almost everyone in the company is at the end responsible for that outcome. |
| I’m good with everyone but HR and Finance |
| Ideally everyone in EPD + the customer facing team |
| Ideally the cross product vision and strategy should be signaled from top down and the product groups signal customer needs upward. |
| Ideally the customer is responsible for customer experience when we give the customer the essential tool. |
| Ideally there is a CX COE/leadership to guide and govern with nearly all aspects of the organization understanding their role in the CX |
| Ideally, all of us. In reality, it should be someone who has a seat with the CEO should be accountable. E.g. Chief Design Officer. |
| Ideally, any go-to-market teams — as I work on the consulting industry, these sales teams and solutions architects should be fluent in CX |
| Ideally, everybody is responsible for the result; however “everybody” should be experts at what they do. CX professionals are there to guide |
| If a company is customer-centric then almost all capabilities are |
| If my organization were more than 1, then each team member should be accountable as relates to their role |
| If the design (UX) team had the power it should, then I think we should own the customer experience and then others implement our strategy |
| In a triad model, design/tech/product share the ownership of building experiences our customers value. There’s a gap with senior leadership. |
| in any distinct scenario or strategy, the final decision-maker. |
| In Higher Ed Institutions, program directors should be accountable for CX |
| In my activities as a freelance designer or product owner I’m the one accountable for that. |
| In my view that should be the head of operations, who is responsible for all delivered software. |
| In our case the interior designer |
| In our organization product, sales, marketing and support |
| Individuals who think like designers. Crafting ‘solutions’ around the value created for others |
| It should be a blend of people that contributes (Marketing, Design, Analytics, Product, ..). CX is a team effort. |
| It should be a collaboration of Corporate Ops, Customer Success team, and UX Design team |
| It should be a joint group of SME’s including design, business intelligence, analytics, marketing, strategy |
| It should be a mixed team of skilled people from all areas. The more diverse the better. |
| It should be a shared responsibility between key stakeholders: Product, Marketing, Design and Technology |
| It should be all of us, based on articulated common purpose |
| It should be an overall strategy or framework established at the company and then each project manager should implement it |
| It should be distributed so all teams understand their responsibility and contribution. |
| It should be on everyone’s mind though process structures and meeting agendas, led by CX professionals with senior exec representation |
| It should be understood throughout. Every specialism or area needs to question the impact on experience. It runs through all. |
| It should be, and definitely is, our Chief Digital Officer – incidentally, also the CEO. |
| It should everyone in the organisation i.e. it should not be CEO or CE department but rather this CE culture should be indoctrinated in all |
| It’s a combo of triad of PM/UX/Eng |
| It’s probably the responsibility of everyone, that’s the only we’re going to shift things as an organisation. |
| Jointly by the CMO + CPO |
| Lead Designer & Designer |
| Leadership across disciplines should collaborate to create an approach to holistic customer experiences. |
| Leadership and product |
| Learning & Development |
| Main responsibility: top leadership (SVP or VP or whatever) in design, strategy, engineering & product. Then, down on the owners of projects |
| Manager-level specialist with a full access to the whole team |
| Managers, designers and CXteam |
| Many departments; experience is a holistic concept but possibly felt/rationalized/measured by common parameters |
| Market+competitive+user research, product design and engineering |
| Marketing – R&D |
| marketing and CX teams |
| Marketing and design should be responsible for the fining the experience so that it can be executed by those who deal w customers |
| Marketing in close collaboration with sales, design, engineering, great |
| Marketing or Product |
| Marketing, design and product need to work together |
| Marketing, design, research and customer care |
| Marketing, product and design. So CMO, CIO and CEO/CPO |
| Marketing, research, training, service development, sales, after sales feedback, customer hotline team |
| Marketing/Analytics, Creative, Tech Engineers, Brand Leads |
| Me as the lead service designer |
| Most departments should be thinking about this, marketing, product, design, sales customer success etc. |
| Most of our organization should be accountable to our customers experiences because of all the touchpoints throughout their journey. |
| Multi-disciplinary teams across different capabilities and departments. |
| My boss, boss’s boss, and me. |
| Myself and the product owner |
| Not sure |
| not sure |
| On the daily, all of us are accountable. For defining macro customer-centric service strategy…some of us are more capable than other. |
| One person operation, it’s all me |
| Operations |
| Operations—to span marketing, sales, legal, product, and delivery—or a dedicated CX team.. |
| Operations, with the assistance of design |
| Operations. We provide consulting services so all the CX is put onto sales. But the real thing xperience is driven by ops. |
| Our customer services team to ensure the information they receive from the users and being fed to marketing/design |
| Our mantra is “customers first,” so in some sense everyone in the company is accountable for it. Who owns it should be customer success. |
| Our new chief digital customer Engagement officer and organization, in partnership with service design and product. |
| Our retail employees and our digital team |
| Our team of User Research, UX, UI and Data Visualization experts together with the product manager. |
| Our VP of delivery (we’re an agency) |
| Partners, Directors, Senior Managers |
| People who are working in the front lines, talking to customers, gathering unbiased feedback. This usually means design and customer support |
| Practically everyone (another generic answer?) but it really does cut across department boundaries |
| Probably a team consisting of lead designer, lead product manager and head of support, reporting to the CEO (we’re a software company) |
| Product |
| Product |
| product |
| Product |
| Product |
| product |
| Product |
| Product |
| product |
| Product & Business sectors |
| Product & Design |
| Product & design teams. Design for the why, product for the how (and why also) |
| Product and sales team |
| Product Design |
| Product Experience (PX) managers would be responsible for the end-to-end experience, inclusive of all touchpoint, media, and systems |
| Product management, engineering, UX, customer support, marketing |
| Product Manager |
| Product manager |
| Product manager |
| product manager / brand manager / customer success |
| Product manager, designer |
| product manager、designer |
| Product managers |
| Product Managers |
| Product or Marketing managers who are developing and maintaining propositions oriented around customer needs and journeys. |
| Product Owner or Sales Manager, maybe |
| Product owners |
| Product owners, Designers, Tech, Biz Ops, Sales should all be involved in any CX related conversations, each individual contributes |
| Product R&D |
| Product team and designers, and that should feed into every other department like Marketing, Support, Sales and Customer Success |
| product, customer success teams, sales teams |
| Product, Design AND Engineering |
| Product, research, design, engineering, sales, support, marketing |
| Product, they have enough data from the delivery and the sales process and align al the team with the objetives |
| Product, ux, leadership |
| Professors |
| Program mangers, UX designers and sales person |
| Project Management |
| Put sense in your ideas that make your brand experience unique. |
| Research |
| Research and Design |
| research and design driven marketing |
| Research, Design and Engineering teams (with influence from Sales) |
| Research, Product, Design, Marketing, Support and Sales |
| Responsibility should be shared by all crew members, although designers usually have better cognitive and emotional tools to lead it |
| Retail Design manager |
| Run a content/commerce business. In my org it’s me (CPO), and I spend a lot of time with ops, support, and social outside of product. |
| Sales + Marketing + Design |
| Sales > Brand > Marketing > CEO and vice-versa |
| sales and coaches |
| Sales and Operations |
| Sales people as outcomes of customer experience work vary greatly based on how engagements are crafted at the beginning of a project. |
| Sales teams, Design teams, C-suite, Business folks |
| Sales, CS, Marketing, Design Marketing |
| Segment Directors |
| Senior Director of User Experience (and that title should be changed to CX) |
| Senior Leadership / C-Suite |
| Should be a distinct design/architect separate but accountable to eng and prod mgt. |
| Shouldn’t the question be who isn’t accountable? |
| Since we’re a small team, and the CEO is an experienced designer, it’s the CEO. So much is in the execution. Engineers have a huge role. |
| Sounds cheesy, but I think ideally everybody should function with CX in mind, even for engineering and sales. |
| Strategic Operations. Design wants to own it but usually does not have access to the numbers. |
| strategist |
| Strategy |
| Strategy and creative department |
| Strategy AND Design |
| Strategy and those looking at the long game should have bigger input |
| Strategy team leads. That includes research and UX. |
| Strategy, Engineering, Product, and Design together |
| Student Experience Team BUT with input from academics, support staff…those who interact daily with students |
| Students and life-long-learners |
| Support, design, product, sales, marketing- together we cover all touchpoints which should make CX. |
| Support, Marketing and UX |
| Systemic Designer |
| Team managers, Chief Design Officer, Customer Experience Officer |
| Team of ux designer, visual designer, graphic designer, product owners, project managers, software engineers. |
| The backend team should be more accountable for it. |
| the board of directors, just like there is a CTO, there should be a CXO. it should be equal with all other business relevant diciplines |
| The brand strategy group |
| The business units, product and design team. |
| The CEO |
| The CEO |
| The CEO |
| The CEO and all who are responsible for consumer facing channels: website, app, product, service, ….action, interaction, and response. |
| The CEO and the entire organization should be built around Customer experience. In my case it is. |
| The CEO, but anyone in the team |
| The CEO, COO (We are an field service provider – operations face most of our B2E customers) |
| The CEO, Design Team and Marketing |
| The Chief Brand Officer |
| the client interaction/relationship designer, the customer and tech support team, including team leads, training dept, the agents themselves |
| The combined team of experts in digital product and service strategy, design, and user experience |
| the consultants, the presales guy and the account exec |
| The customer and user who works with those solutions. |
| The customer support/operations team has a very important role in customer experience, but now should be assisted by the product team. |
| The Cx team are the owners, designers and stewards |
| The CXO |
| The day to day contact account executives |
| The design department should own and be accountable for customer experience, referring both to our own customers as well as final users. |
| The Design Lead, hopefully with the highest possible degree in HCI such as PhD or Post Doc. |
| The design team and engineering in harmony. |
| The design team and the product owners ( at least them have to be sensible & aware about it) |
| The design teams (Ops) + the customer office (Marketing) team should be accountable for the CX, facilitating the process for the rest |
| The digital + data team + product, working closely with the sales force who is closest to our users |
| The director of design reports directly to the Chief Product Officer, she also works closely with the CTO, and the VP of Strategy & Biz Dev |
| the director or project manager |
| The entire company – every single employee should always ask himself how his work might effect the customer’s experience. |
| The entire company. |
| The entire design and marketing team. |
| The entire management dept, Pre-sales, marketing and design dept |
| the entire team |
| The experience design team should be more responsible–dynamics of prod/engin have XD largely delivering on asks. |
| The founder, the developers, the copywriters, the strategists, the visual and UX designers |
| The general manager for our clients, the designers and strategists for our projects (I am working in a digital agency) |
| The head of the cross-functional division |
| The holder of each relationship. |
| The idea of “customer experience” needs to be unpacked into component parts that various leaders in the org should be accountable for it. |
| the leader of working group regarding CX |
| The Managing Partners |
| the marketing department, but preferably a separate CX department |
| The ones facing customer interaction with our services. Sales, Customer Support. Internally, Engineering, Design and Research team. |
| The ones who create the organizational culture |
| the operation |
| The people who will directly engage with clients, including finance, researchers and designers |
| The person have the final say in the service or the product. |
| The person most focused on maximising resources for the customer. |
| The planning department and then creative |
| The product organization: POs and, since we don’t know hierarchies, the CEO/founder/main investor himself |
| The product team supported by product marketing and customer success |
| The research team. Planning strategy of CX must be based on research and evidence. |
| the same |
| The selling team ( that needs more than sales) |
| The should be a CX group that oversees client experience and coordinates with and has some authority over the various groups that can effect |
| The strategy exec, as we need it to be a long-term commitment with clear goals and economic value. |
| The team that is directly or indirectly interacting with the customer – all of them are responsible for customer experience. |
| The teams making the experience |
| the ux team |
| The Vice Chancellors of Student Affairs and Student Administrative Services. |
| The VP of Design and all UX Designers |
| The VP of Design, Strategic Design, or Experience Design, however our ‘customers’ are clients (i.e the Managing Directors/Partners) |
| The VP of the IT team |
| The whole team everyone working on a particular project should be accountable for consumer experience |
| The whole team has a huge part to play in this, directly or indirectly and often people can lose sight of that. |
| The wider creative team, partnering with engineers, strategy and research |
| There exists a pretty good balance across design, research, marketing, and project management/accounts, which should continue. |
| There should be a CDO for that |
| There should be a design team, that works closely with all other departments. The problem is to be taken seriously. |
| There should be an integration of Ux research, Product, Design and Marketing, not yet fruitful in our org due to silo views. |
| There should be responsibility at different levels, from the direct execution to the design of the strategy, to the mandate of CX |
| Those functions closest to the customer – Sales, primarily. |
| those who manage individual risk decisions related to clients |
| To be in touch with costumers, and lead them |
| To me it all starts with strategy. If Customer Experience is not considered during the strategy phase – the following phases will suffer. |
| Today, it tends to be who can do the counting. Often this only counts the last touch.. Focus on who can increase the most important touches. |
| Top down from the executive team. Bottom up from support, product, tech and design. |
| Tricky- private school is a weird place. future selves of students? |
| Until recently “Product” was COO + designer, now a prod manager |
| User Experience |
| UX Department |
| UX Designers, Service designers, UX researchers |
| UX team |
| UX team (design, copy, and research) |
| Various stakeholder should be accountable. I would say mostly Product team and ideally designers working alongside them. |
| VP of Brand |
| VP/Director of Product and/or Design, depending on org chart |
| We all are „managing designers“, responsible for ux/ui, customer relations, project management, etc. |
| We all are. We’re working on the brand experience/cx/ux of our clients every day + trying to be there even after the actual job is done. |
| We all need to play a part in it. |
| We ALL should be accountable, recognising that CX is the sum total of a range of interactions/touch points, both human and machine |
| We are a CX consultancy so… pretty much everyone on projects, delivery responsibles… |
| We are a design firm and most work we create is around enhancing CX. |
| We are a startup. Ideally each of us. |
| We are a two partner team and we both focus on CX. |
| We are an educational institutions, so should be faculty |
| We don’t actually have a “product” team (instead it’s research), but we should |
| We have a CXO + CDO but really it’s Different people at different times along the customer journey. Whoever claims it, usually project lead. |
| We have a newly names “Delivery Manager” who heads up Project Management, sits at intersection between client and product/service delivery. |
| We have an Customer Experience Area. |
| We have an Experience team that consist of a) design b) support c) comms/PR/marketing |
| We think everyone is accountable as a designer of everyone’s experience |
| We work cross-skill with techies, analysts, UX-designers etc and I think everyone sees their responsibility for the customer experience. |
| We’re all in this together. |
| We’re all accountable for CX is some form |
| Well, now engineering because it’s mostly defined by our saas product |
| Who ever is ultimately responsible for customer satisfaction and sales. |
| Whoever has the mindset and skills to coordinate across the business |
| Whoever is responsible for culture |
| Whoever needs to impact the experience best for clients |
| Youth staff and not the CEO |
| 首席体验馆 |
“I’m more of a product or businessperson”
| “Product”. But functional roles are shifting beneath our feet . Besides JTBD, customers now choose based on experience, affinity & values. |
| (I’m Freelance strategist) The clients CMO. They sign off and see all touchpoints should align to the core CX vision |
| A “Navy Seals” type unit of operations lead manager, sales team manager, and the lead executive |
| A customer care team. |
| A customer experience office, seperate to IT, Marketing and HR |
| A shared collaborative accountability between design, business and product. |
| all 3 as we all have customer contact – not related to title but to the activity you do |
| All c-level |
| All departments |
| All departments |
| All functions are responsible in some way |
| All of us |
| All partners |
| all parts of the organization |
| All school staff especially principals, administrators, teachers and not least students and parents. |
| All the person in the organization, or at least one team member of each department. |
| Any role that interacts with a customer, or supports those who do. |
| Any touchpoint with the customer is an opportunity to extend itself into CE. Everything from the ground up should be built with CE in mind. |
| Anyone that has any contact with the customer should own the experience they have with the brand/company |
| Anyone who actually communicates one on one with customers. If managers don’t talk to customers they don’t know anything. |
| Anyone who interfaces with a customer, creates something that a human will use. |
| Attribution models on CX are not strong enough for anyone but the CEO to truly own this |
| Business owners and their design teams |
| CDO |
| CEO |
| Ceo |
| Ceo |
| CEO |
| CEO |
| CEO & “everyone” (which of course then means no one). Mixture of Product, Design, Marketing & Customer Care. |
| CEO and all co-founders |
| CEO and all the directors and project leaders. |
| CEO yes, but we must all be accountable for CX, every day, every moment. |
| CEO, CDO, CTO |
| CEO, DIRECTOR AND EVERYONE |
| Chief Digital Officer, Head of Innovation, Chief Technology Officer, Chief Customer Officer |
| Chief experience officer or chief customer officer |
| Chief Strategy Officer |
| Client Service Professionals (we’re a Professional Services firm) |
| CMO |
| CMO, program manager, design head, CEO, CFO, COO, CSO |
| CMO, the central marketing team designs the Criteria for a unique brand experience |
| creative director |
| Cross-functional Product Teams |
| Cross-functional team who are assigned to be responsible for specific projects |
| customer |
| Customer experience should be the backbone of every organisation and every department should contribute to it along the way. |
| Customer Experience team. |
| Customer success and Business Development |
| Customer success manager from a support perspective. Product manager from a product perspective. |
| CX in a mission statement and is a premisse for every step of our people and departments. Excellence is our journey. |
| CX is the sum total of every interaction with the organisation and how this is perceived relative to their expectation. So in short-everyone |
| CX should be managed at the CxO level, independent from other Business Units but still have a end2end view and power to push things through. |
| CX Team, Leadership Team |
| CXO |
| CXO |
| CXO |
| CXO |
| CXO – Chief Experience Officer One of our 3 cofounders leads this role. |
| design team |
| Designers |
| Designers with eco system mind, includes people, living things and environment. |
| Engineering |
| Everton |
| Every employee |
| Every employee if or if not they interact with the client base. |
| Everybody |
| Everybody. |
| Everybody. Tech and business teams |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| everyone |
| Everyone |
| everyone |
| Everyone |
| Everyone – we are all in some way orchestrating a service that meets customer needs. |
| Everyone in a cross discipline collaborative approach. You still want some one leading key metrics, but everyone plays a role |
| Everyone in an organization should be accountable. The CEO should drive it |
| Everyone in the company should be responsible of the customer. The customer should be at the center of every customer. |
| Everyone in the organisation |
| Everyone in the organisation at all levels should be accountable for our customers relation to our company and mission, even finance. |
| Everyone in the organization has some, even if small, impact on customer experience. |
| Everyone in the organization must think about the customer, and their needs, I believe we all must together anticipate our customers needs |
| Everyone in the organization, taking the lead from management, marketing and brand |
| Everyone is accountable because unlike brand, experience is comprehensive. |
| Everyone should be accountable in a decreasing manner starting from the CEO. |
| Everyone that is touching the customer |
| Everyone, but as software engineers are all are on point for the customer experience. |
| Everyone, but mainly product design |
| Everyone, CX goals is not possible without full collaboration and while combining UX as well as Service Design. |
| Everyone, we only exist to provide something that is served through an experience. |
| Everyone. If everyone cares about delivering a great experience, the company wins. |
| Everyone… but that’s such a pipe dream. A small team with CX in the name, reporting into CEO, should work across all departments. |
| For IT B2B consulting, definetely the product / service owner |
| Front line sales, customer service as well as marketing . |
| Gerente de Clientes |
| Great customer experience should start with strategic service design |
| Head of CX |
| Head of Design is Chief Advocate for customers, Chief Strategist for longer-term experience arcs, Chief Architect for holistic solutions |
| I believe a good Customer Experience comes from the culture of the company. Mainly the CEO and the Board. But designers should drive it. |
| I run a 3 person org and I am an owner/operator. So this falls in my lap. |
| I think anyone who is creating something (program, process, product) that faces the customer. |
| I think it must be the client service team that is in direct contact with the user, feeding the other teams. |
| I work at a University. And I believe the owner of cx needs to be balanced between the Prof and a univ wide cx team. brand guidelines needed |
| I work in tech, so I think the ones I selected capture it |
| Ideally every single member of the team , but given how elusive “idea” is, every person who can draw a 0, 1 or 2 hop “line to the customer”. |
| Ideally it’s everyone who has a touch point with the consumer from social and their posts to sales and partners. |
| if the customer is our client, then it’s everyone. if the customer is our clients’ clients then it’s design and copywriting |
| Implementation and customer management services |
| In an organisation, all employees should have that sense of responsibility toward customer exp. by getting categorised under RACI like matrx |
| In short – everyone. But primary responsibility is with whoever is in contact with the customer |
| It is a cross functional responsivility, everyone play a role in making Customer have a great experience with the company |
| It should be a team effort, while UX should advocate for end-customers, engineering and product team needs to work with UX in close tandem. |
| It should belong to a centralized, cross-functional, governance or steering committee that represents all customer touchpoints |
| It’s important for the product manager to instill a sense of ownership with everyone. |
| Job accounts project managers |
| Marketing |
| Marketing team |
| Marketing with firm support from CEO, we need companies to elevate the importance of CX and the holistic CX |
| Marketing with firm support from the CEO and leadership |
| Marketing, Design, HR, Strategy, Business Dev, Prodcution |
| Marketing, Sales & Design |
| Marketing, Sales, Service |
| Me – head of design and experiences who posses a product, marketing, sales mindset. |
| My org is a consultancy, so truly everyone should have CX awareness and responsibility – sales, HR, and of course consultants |
| n.a. (CX ist essential part of my work/offer) |
| Our account management team and all front line service staff |
| Personnel in all departments of the organization with direct contact. |
| President |
| Product |
| Product and Customer Support |
| Product Management |
| Product management team |
| Product Manager |
| Product manager and marketing |
| product owners |
| Product should be responsible. And, in my view, product consist of Product Managers, Product Designers and UseExperience Researchers. |
| Product Team |
| Product, engineering, and leadership. |
| Research, Design, Marketing, Sales, Service – all customer facing functions |
| Sales and marketing are who must be interested. Operations are who will do the most of the work in fact. |
| Service design & Proposition Designers to conceptualize, with a solid feedback loop from frontline Customer Care. |
| Someone between Product, Tech, Design, Marketing and Business(sales, partnerships, events) |
| Someone empowered to understand, codify and champion the perfect CX and steward development of that experience through the org |
| Someone that, at the moment, is not working in our company. |
| Someone who can actually represent the customer and not our clients (who buy on behalf of the customer) |
| team |
| the Board |
| the CEO |
| the CEO |
| The CEO and all stakeholders who are part of product / service delivery |
| The CEO and founder which is a visionary, the data scientists and UX/UI developers that make ideas real and the sales people |
| The CEO or a new role called Chief eXperience Officer |
| The design and research director along side with the product director. |
| The designer and the product manager |
| The entire product team from strategy to dev |
| The globala management team. |
| The leadership team in conversation with the product/research team. |
| The people who conceptualize, deliver and bill the customer. It’s a whole experience, so we do not break it into silos. |
| The product and engineering teams |
| The product manager while taking ownership of the product design outcomes collaborating with UX and OPS team! |
| The product team |
| the trainer delivering face to face |
| the user |
| The whole organization! It’s a shared responsibility from end to end. |
| There is no perfect owner under traditional corporations, but one new C-level for CX, and with properly allocated budget. |
| There should be a Chief Experience Office or Chief Product Officer |
| There should be a point person, the conductor, dealing with all the various moving pieces. Everyone is responsible, but no one is sharing. |
| Those who will interface with customers or designing the processes that related to customers |
| Ultimately it’s the ceo (me) who is customer facing and in sales. |
| Using OKR we are working towards making all the team members accountable |
| We are building new online solutions, we do not have any person dedicated to Customer Experience, but Service/ Sales |
| We are small, so everyone is accountable for it |
| We should all be accountable: from product dev, support, sales, marketing… |
| We’ve got a Department called “Customer Department” that take care about CIS and CRM |
| While the effort is still nascent the Chief Product Officer is leading the charge with the mandate from the CEO |
| Who’s in charge of “quality”? Everybody, like with CX: interfacing along the journey or building services, products, tools & systems. |
“I’m more of an engineer or technologist”
| A Role by itself |
| A service design role inside autonomous, cross-functional scrum teams. |
| Account Managers, Digital Designers, Front end Developers, UXers |
| Accountability should be with the product owners, with design being responsible for x-product experiences. |
| All |
| All board members should be accountable for the customer experience and have directly OKRs on their objectives. |
| ALL c level, all customer facing. |
| All customer-facing teams |
| all fellow who take part with the production. |
| all persons and groups that design, develop, implement and operate any customer facing function |
| all stakeholder |
| Basically everyone who is someway involved in making the deliverable |
| Brand marketing engineering c-level |
| Bring our vision to be a consumer centric organization. The strategy, design and management team all should own their part. |
| ceo |
| CEO, CMO (marketing), CCO (creative – focus on design) |
| Chief Customer Officer |
| cmo cxo |
| Customer experience design experts that breathe the company vision and are tech-savvy enough to know what is possible. |
| Customer experience is a responsibility for the whole organisation, but ideally Head of Design |
| Customer Experience specialists |
| Customer Support and Product they have the top down and bottom up views |
| Design Principal |
| Design team |
| designer |
| Designer and engineer |
| Designers + engineers |
| Effectively, everyone but approach, guidance and review is owned by our Design Capability and therefore CDO |
| Engineers |
| Every Individual – customer experience (value) should be part of organization culture then only we can deliver a great customer experience. |
| Every researcher has to be accountable since we are clinical medical researchers. |
| Everybody in the organization is responsible to improve the customer experience as we are a multichannel retailer. |
| Everybody in the organization should be accountable for customer experience. |
| everyone |
| everyone |
| Everyone |
| Everyone |
| Everyone |
| everyone |
| Everyone part of a project |
| Everyone, in their capacities. However Engineering and Design team need to collaborate to create enhanced customer experience |
| Everyone. |
| Everyone. |
| Everyone. A majority of our indicators approaches aspects of customer experience from different dimensions/perspectives. |
| Everyone. Even department that is not customer facing. Ensuring everyone within the organization can do the job will eventually help custome |
| Everyone. It is a bait and switch…an experiential cliff. |
| Everyone. Sounds like a cop-out, i know. At least “all leadship” |
| Hard to say, but distributed accountability for CX on project teams with director level oversight |
| Head of Product |
| Head of product: what are we making, for whom, and why? |
| In our case, customer experience should be accountable to every person that has direct contact with the client, |
| It should be a team effort between the those who sell the product, those who use the product and those who code the product. |
| Marketing and Support |
| Me, the founder |
| my manager |
| Myself, as the founder |
| none |
| Operations |
| Product & Engineering |
| Product and sales should work together to produce a modern customer experience |
| Product Owners |
| Research |
| Responsibility should be spread amongst the different functions with a clear goal. |
| Sales director, marketing director |
| Sales, Design and Delivery teams. In IT services, our CX needs to also account for the CX our customers need to provide their own customers |
| Same group that is in charge of employee and partners and other relationships. |
| Shared between UX, design, engineering, product owners |
| Technology organization who is responsible for delivering modern tools with capabilities for customers enabling good customer experience |
| thanks |
| The Business Analysts and the Human Resources departments are responsible for the general customer experience. |
| The CEO and the VP of Product should be the main ones but the every member should be customer oriented and contribute bottom up. |
| The CMO and the CIO/CISO should hold joint responsibility for CX.ibility |
| The Life Coach |
| the president of strategy section |
| The Product team |
| there isn’t a Chief Design officer role but in a cross-functional, highly collaborative env maybe a Product-Experience unicorn owns this |
| UX researchers, UX designers |
| UX team |
| We have a Chief Customer Experience Officer, which is a new title that was created a year ago. Role is evolving |