Today's Digital Marketing and CX officers needs multiple levers at his or her disposal to be the transformation function legacy corporations need to compete and thrive. It's no longer enough for the CX team to simply own the theory of better customer experience - NPS, measurement, voice-of-customer reports, etc. - and try to communicate that to a separate, siloed Design team. It's time to marry the two practices and strengthen the CX function by bestowing it with the design remit and tools necessary to enact more immediate and effective change, such as brand design, control of digital channels, and global UX strategies, etc.