SPOTLIGHT: Enter the"chief experience officer"

While hospital CEOs have traditionally looked inward at operations, focusing on financial metrics and employee performance, it's increasingly important for them to improve customer experiences as well. To make such improvements, CEOs should consider hiring a chief experience officer whose job it is to find weaknesses in the patient experience and close service gaps, suggests consultant Anthony Cirillo. Otherwise, given the many silos in a hospital, customer experience management may fall through the cracks, he suggests. Column