Employees deliver a customer experience that matches their own lived experience within the organization.
Employees are the face of your brand. They are on the front lines and in direct contact with your customers. Of course, customers see your website, your marketing approaches and your company's activities. But they don't have the same impact as a salesperson who goes out of their way to solve a customer's problem or a school counselor who works overtime to help a student fill out college scholarship forms. Consumers are human and people intuitively value human interactions more than advertising slogans, gift packages or discounts.
Whatever metric you choose (revenue, growth, customer retention, customer satisfaction, etc.), this is why employee experience is more important than customer experience when it comes to moving the magic wand for your organization. But putting employee experience ahead of customer experience also serves as a way for your organization to avoid chasing expensive and time-consuming trends.
Imagine the financial and other costs of implementing a customer experience management program where employees' hearts and minds are not fully engaged! Some organizations spend a fortune on expensive customer service software and applications designed to prevent employees from damaging customer relationships. But they don't get results. Why? Because their employees don't care about customer experience. They have a bad employee experience and are therefore not motivated to provide more of it to the customer. This is what we call the "Law of Conjugate Experience".
Other Blogs You May Be Interested In:
What is the Difference Between Employee Satisfaction, Engagement and Experience?
Why Your Customer Experience (CX) Actually Depends on Your Employee Experience (EX)
Employee Experience: It's More Complex (And More Important) Than You Think