More Alignment between EX and CX
We have agreed on this for a long time. In an era where customer focus is central, the role of employee experience (EX) is becoming increasingly important. A good customer experience is impossible without good employees who are ambassadors of your brand and fulfill the brand promises.
A well-known Forbes study shows that companies excelling in customer experience have 1.5 times more engaged employees than companies with poor customer experience. Additionally, 79% of employees in companies with above-average customer experience were highly engaged in their work, compared to 49% of employees in companies with average or even low customer experience scores. Therefore, it is all the more important to strengthen the connection between employee and customer experience.
When employees feel valued, are well-trained, understand what they can do to make more impact on their customers’ experience, and have the right resources, they can help customers better and with more enthusiasm.
In sectors where customers have direct contact with employees, such as in retail and hospitality, we see that personal attention and empathy from employees (EX) are crucial for customer loyalty and satisfaction (CX). A satisfied store employee who feels supported by their employer will approach customers more friendly and helpfully, leading to higher customer satisfaction. In the healthcare sector, for example, we see that measures leading to less administrative burden and more time for patients result in better care and thus a more positive patient experience. In the tech sector, for instance, we see that a well-informed and motivated helpdesk employee solves problems faster, contributing to higher customer loyalty.
Organizations that incorporate both EX and CX in their mission, vision, and team objectives often see better results. It ensures alignment and focus throughout the entire organization. Companies that have demonstrable success in combining EX and CX include:
- Southwest Airlines: This airline invests heavily in the well-being and motivation of its employees. This results in friendlier service and higher customer satisfaction.
- Zappos: This e-commerce company is known for its excellent customer service, largely due to a strong focus on employee satisfaction and autonomy.
- Ritz-Carlton: This hotel brand empowers employees to independently solve customer problems, benefiting both employee and customer satisfaction.
Cross Analytics with EX and CX Data
Traditionally, EX and CX are often still treated as separate disciplines. Employee satisfaction surveys are separate from customer satisfaction measurements, while the interaction between these two domains provides valuable insights. Clearly communicating and consistently reporting on relevant KPIs, such as Customer Effect Score (CES), Work Happiness, employee Net Promoter Score (eNPS) and Customer Satisfaction Score (CSAT) helps improve both experiences.
By collecting feedback from both worlds on one platform, you can:
- Draw connections faster: How does employee satisfaction influence the customer experience?
- Implement targeted improvements: Which internal improvements directly affect customer satisfaction?
- Report more efficiently: One dashboard where both perspectives come together saves time and provides a more complete insight (see example below).
User-oriented Reporting
Not all combined insights from your EX and CX data are relevant to everyone within the organization. Therefore, focus on the user of the report when setting up your reporting system and determine which cross analytics insights from your EX and CX feedback data should be shared with which type of user. For example:
- Management gets strategic insights: for instance, how EX and CX influence each other at the organizational level.
- Team leaders see concrete action points: what can they do directly to improve both employee and customer satisfaction?
- Employees receive only relevant CX feedback insights: customer stories that show appreciation and concrete improvement points for their daily work.
The Future of CX and EX Feedback
By creating more alignment in EX and CX feedback, you build an organization where employees and customers feel heard and valued. The reason for success? A platform that facilitates both Voice of the Customer (VoC) and Voice of the Employee (VoE) feedback collection, establishes connections between them, and provides action-oriented insights. This way, you not only take steps in customer experience but simultaneously improve the internal experience of employees – and that’s a win-win for everyone.
🔎 Want to know more? Do you want to discover how we can help your organization with more alignment between EX and CX feedback? Contact us.
