What is the Associate Experience Law?

Employees deliver a Customer Experience that matches their own experience within the organization. In other words, they live what they live.

Employees are the face of your brand. They are on the front lines and in direct contact with your customers. Sure, customers see your website, your glitzy marketing, your stores and buildings on the front end. But they have no more impact on customers than a sales rep who goes out of his way to solve a problem or an employee who works overtime to help a customer. Consumers are human, and people intuitively respond to human interactions more than slogans, packages or discounts.

Whatever metric you choose (revenue, growth, customer retention, customer satisfaction, number of registered guests, patient satisfaction, etc.), this is why Employee Experience has more potential to improve metrics for your organization than Customer Experience. However, putting Employee Experience ahead of Customer Experience is one way to prevent your organization from getting into expensive and time-consuming dead ends. Imagine the potential financial and other costs to your company of launching Customer Experience programs in a company where employees' hearts and minds are not fully engaged. That's what many companies are doing these days. They implement customer experience programs without improving the employee experience. And many of them fail because of it.

Some organizations spend a fortune on customer experience software to prevent their employees from damaging customer relationships. Why? Because they know that in these companies, their employees don't care about customer experience. They've had a bad experience and so they're not motivated to provide more of it to the customer. This is what we call the "Law of Conjugate Experience".

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