Now, I might be wrong, but this feels like a bit of a bolt-on.  Like the customer might actually the last person to be thought of in the whole mechanism.

In any business, what the customer experiences is your Service Delivery.   Design that intentionally around what will truly serve and delight your customer.   Then make sure it happens consistently and you can’t go far wrong.

That way you won’t need an expensive Director to convince people you are doing it.