Do Marketers Have an Emerging Ally in the C-Suite?

The Minnesota Timberwolves, Liberty Mutual, Edelman, and other major brands are hiring chief experience officers to gain better insights about what their audiences want

By David Ward

A growing number of brands, including Edelman, the Minnesota Timberwolves, and Volkswagen, are hiring chief experience officers. The moves come as tolerance for a bad or mediocre consumer experience continues to plummet, with more than half of brands reporting that those who are dissatisfied with the company will switch brands, per a recent survey.