By focusing solely on customer needs, companies risk neglecting the well-being of their employees. Image credit: CXG
Do happy employees truly lead to happy customers? And is employee experience (EX) the missing link to delivering a standout customer experience (CX)?
For leaders in the service industry, where every interaction counts, these questions matter.
With consumer expectations constantly evolving, keeping employees motivated and engaged can feel like a constant challenge. But what if prioritizing your employees’ experience could unlock a cycle of success – a workplace where happy employees create happy customers, who in turn inspire even more engaged employees.
Here is why that balance matters and how embracing EX can lead to lasting growth and customer loyalty.
The traditional mindset of prioritizing customer experience in companies
Prioritizing profits
For many businesses, CX has long been seen as a direct path to profit.
The belief is simple: happy customers drive store traffic, boost sales and ultimately keep the company thriving.
The pressure to deliver exceptional customer service stems from the assumption that if the customer is satisfied, the business will naturally do well.
However, for many companies, this focus on CX often comes from an external pressure – because customers say it matters.
A 2021 Walker study revealed that CX is set to surpass price and product as a leading brand differentiator, highlighting how much customers value their interactions with a company.
Research from American Express supports this, showing that 72 percent of customers are willing to spend more for exceptional service, while 65 percent have increased their spending based on positive past experiences.
This growing focus on CX underscores its critical role in fostering customer loyalty and driving business success.
Christophe Caïs
The customer feedback loop
The customer feedback loop can be a powerful tool for businesses.
When companies prioritize customer experience and consistently invest in it, they often create a cycle where satisfied customers return, leading to further investment in CX. This can build strong relationships and boost long-term revenue.
However, this focus on customer feedback is not the whole story.
Over-reliance on this loop can have unintended consequences, especially for employees. They may feel pressured to meet unrealistic expectations, become overwhelmed by constant demands, and experience burnout. This can negatively impact employee motivation, making it harder to deliver exceptional customer service.
By focusing solely on customer needs, companies risk neglecting the well-being of their employees.
Remember, employees are the ones who deliver those exceptional experiences in the first place.
What are the pitfalls of solely focusing on customer experience?
While customer experience is essential, neglecting employee well-being can hinder a company's success.
When employees are overworked or undervalued, the quality of service they provide inevitably declines, regardless of the company's outward efforts to enhance CX.
This disconnection between employee well-being and customer-centric initiatives often results in a noticeable drop in service quality, despite a company's investment in customer experience.
The key to long-term success lies in creating a company culture that values both employees and customers.
By supporting employees and ensuring their needs are met, companies can create a more engaged workforce. This, in turn, enhances customer experiences and helps maintain consistency in delivering exceptional service.
When employees feel valued and motivated, the ripple effect on customer satisfaction is profound, creating a more sustainable and effective approach to CX.
Relationship between EX and CX
Define what is EX and CX, and explain the roles between them
Employee Experience (EX) is all about the journey an employee takes within an organization. It includes:
- Transparency and trust: How open and communicative is leadership?
- Work environment: Is it collaborative and supported by smooth digital tools?
- Belonging and inclusion: Do employees feel they belong and are valued?
- Engagement and growth: Are there opportunities for career development and recognition?
- Corporate responsibility: How does the company demonstrate its commitment to social and environmental issues?
A positive EX does not just make employees happy. It directly influences their performance and dedication.
Customer Experience (CX), meanwhile, covers every interaction a customer has with a brand. It starts with awareness and continues through post-purchase support.
CX is about creating experiences that make customers feel valued and encourage them to return. It is more than just delivering a good product – it is about creating memorable and emotional connections.
To deliver a top-notch CX, businesses must first ensure their employees are set up for success.
Inefficient processes and outdated systems can frustrate employees, making it harder for them to provide great service.
By fostering a culture that values empathy and support, companies enable their employees to shine.
When employees are engaged and appreciated, they pass that positive energy on to customers, leading to a more satisfying and cohesive experience for everyone.
Statistical findings: The correlation between high employee satisfaction and improved customer service
Studies consistently show a strong link between high employee satisfaction and improved customer service.
Companies that invest in Employee Experience (EX) often see substantial returns, with some reporting up to 150 percent ROI.
Happier employees not only perform better but also enhance customer relationships, boosting the bottom line.
MIT research supports this, revealing that companies in the top quartile of EX generate twice the revenue from new products compared to those in the bottom quartile. This underscores that investing in employees not only improves customer service but also drives innovation and business growth.
To meet today’s workforce expectations for personal and professional growth, work-life balance and flexibility, companies can adopt several strategies to enhance employee experience and, in turn, boost customer experience (CX):
- Implement comprehensive training programs: Equip employees with the skills and knowledge needed to excel. Effective training increases confidence, enhances performance, and improves customer service. Such trainings convey a compelling message that the company is committed to supporting its employees.
- Create flexible work arrangements: Offer remote work options and flexible hours to support a better work-life balance. A recent Gallup survey shows that 61 percent of employees highly value work-life balance, up from 53 percent in 2015, making flexibility a crucial element of job satisfaction.
Additionally, focus on:
- Enhancing the workplace environment: Design workspaces that promote productivity and comfort, which can significantly boost employee morale and efficiency.
- Investing in a safe and inclusive workplace: Foster a culture where diversity is celebrated, and all employees feel valued and supported. An inclusive environment helps employees deliver exceptional customer experiences.
By adopting these strategies, companies can create a positive work environment that enhances both employee satisfaction and customer experiences, driving overall business success.
What luxury brands are implementing?
Empowering staff as ambassadors for the brand, understanding the importance of managing employees and providing a clear path for them to thrive
Luxury brands understand that their employees are the face of the brand, and they go to great lengths to empower their staff. Here is how they do it:
Survey front-line teams regularly: Gathering continuous feedback helps address challenges and improve both employee satisfaction and customer service.
Offer comprehensive training: From local to international, training programs enhance staff skills and align them with brand standards.
Provide career paths and incentives: Structured development plans and performance rewards keep employees motivated and committed to the brand’s excellence.
Sales metrics in motion: How KPIs and commission strategies drive luxury brand success
In the luxury fashion world, precise performance metrics and well-structured incentives are key drivers for maintaining growth and delivering exceptional service.
Many high-end brands leverage tailored key performance indicators (KPIs) to track success. These KPIs typically fall into categories like sales metrics (e.g., conversion rates, average transaction value), customer satisfaction (e.g., Net Promoter Score, return rates) and operational efficiency (e.g., stock turnover).
By tracking these metrics, brands make data-driven decisions that increase revenue, ensure foot traffic translates into transactions and improve customer engagement.
In addition to KPIs, incentive programs that are data-driven and motivation-focused play a crucial role in boosting sales performance and maintaining a brand’s customer satisfaction reputation.
Many brands, for example, use a commission-based incentive structure to reward sales associates based on their performance.
However, in today’s competitive retail landscape, some brands are rethinking traditional compensation models.
Apple, for instance, has shifted away from commission-based sales to prioritize customer experience and employee engagement. The result? By removing the pressure to push high-ticket items, sales staff are empowered to focus on long-term customer satisfaction, fostering loyalty and improving team performance.
Other luxury brands take a hybrid approach by redefining the metrics that determine payouts.
Instead of basing commissions solely on sales volume, they incorporate customer satisfaction scores, repeat purchase rates and other indicators of customer loyalty into their compensation models. This shift encourages staff to build lasting relationships, reducing short-term pressure while driving sustained sales growth and customer retention.
In the competitive luxury landscape, the strategic implementation of KPIs and commission structures remains essential for pushing teams to achieve financial goals while maintaining the high level of service expected by luxury customers.
Leading brands are even experimenting with team-based commission structures, rewarding collective performance to foster collaboration, reduce unhealthy competition and promote knowledge sharing.
Looking ahead, brands may benefit from further personalizing their approach to sales compensation.
Artificial intelligence (AI) and data analytics offer promising tools for optimizing compensation strategies, providing real-time feedback on sales performance and customer interactions. This technology allows for more dynamic adjustments to compensation models, optimizing both individual and team performance.
Forward-thinking companies are already exploring how these tools can improve responsiveness and sales efficiency, contributing to long-term success.
As AI continues to evolve, the possibilities for transforming compensation models – and, by extension, the customer experience – are limitless, positioning brands to stay ahead in an increasingly competitive market.
Future possibilities and projections for CX and EX
The future of CX and EX is filled with exciting possibilities.
By embracing technology, prioritizing sustainability and investing in both employee and customer satisfaction, brands can create truly exceptional experiences that leave a lasting impression.
Tech magic: Imagine AI, machine learning and smart analytics transforming how brands connect with consumers. These tools will make interactions more personal, processes smoother and insights sharper.
Sustainability shine: With everyone turning green, brands that champion eco-friendly practices and ethical actions will stand out.
Going green is not just trendy – it is a chance to make a real impact and bond with eco-conscious customers and employees.
Fusion of EX and CX: The lines between employee satisfaction and customer joy are blurring.
Companies that mix continuous learning with great employee perks will also boost customer delight. New tools will make work and interactions both efficient and enjoyable.
Get ready for a future where adapting and innovating leads to fantastic experiences for everyone.
AS CUSTOMER EXPERIENCE and employee experience change, it is clear that sticking to old ways will not cut it anymore.
Think of it like upgrading from a flip phone to a smartphone – new technology and fresh strategies can make everything work better and smoother.
For luxury brands and others, investing equally in both happy employees and satisfied customers is like watering both sides of a garden: it helps everything grow.
Christophe Caïs is CEO and board member of CXG, Dubai, UAE. Reach him at christophe.cais@cxg.com.