In today’s fast-paced business landscape, the role of the CXO, or Chief Experience Officer, has become crucial for organisational success. This article explores the evolution of the CXO role and how it has adapted to meet the changing expectations of customers. It delves into the rise of customer-centricity driven by digital transformation, globalisation, changing demographics, and data and analytics. The article discusses the birth of the CXO role and its evolution through stages such as customer service and satisfaction, the transition to customer experience, embracing digital transformation, fostering a customer-centric culture, multichannel engagement, data-driven decision-making, personalization and customization, integration of Voice of Customer, sustainability and social responsibility, and future-proofing. It highlights the key attributes of the modern CXO, including being a strategic visionary, fostering cross-functional collaboration, championing technology and innovation, being a data-driven decision-maker, advocating for the customer, and being a change agent. The article also provides insights into measuring the impact of the modern CXO through key performance indicators (KPIs) and metrics. Two case studies of organisations leading the way in customer-centric transformation, namely Amazon and Disney, are presented. Finally, the article discusses future trends in CXO leadership, such as advanced technology integration, ethical and sustainable practices, hyper-personalization, multichannel engagement, crisis management, cultural agility, and continuous learning.