The link between happy customers and employees

CX and EX: The Link Between Happy Customers and Employees

What fuels a brand’s success or enables a company’s longevity? Is it solely marketing, quality products/services, exceptional CX, market goodwill, enhanced market shares, or competitive pricing? The common thread across all these elements – exemplary employees. From the core workforce encompassing manufacturers, testers, and developers to the forefront involving PR, sales, and marketing; spanning through finance, administration, support, and customer service, a reputable company thrives due to the dedicated efforts of its multitude of employees. Their collective knowledge, dedication, and expertise drive the company’s growth.

Each department functions harmoniously, like a well-oiled machine, ensuring seamless collaboration. The pivotal question is: Can companies attract new customers and ensure the satisfaction of existing ones if their employees are discontented? The happiness and fulfilment of employees wield a significant impact on a company’s ability to thrive and retain its customer base. Thus, it is safe to say that customer experience (CX) and employee experience (EX) aren’t isolated. They are interconnected facets of the same sphere.

Happy employees make happy customers

CX and EX are intricately linked, and companies have been responsible for both as long as they have existed. It is only in the recent past, thanks to countless surveys and extensive research studies, that companies have realized that how well employees do and feel directly affects the quality and execution of the several customer engagement tactics they come up with.

When employees feel supported, motivated, and aligned with a company’s goals and work ethics, they’re mentally better equipped to handle intricate issues faced by customers. Their sense of empowerment enables them to deal with complex challenges effectively.

Conversely, when the EX does not turn out the way employees want it to be, it adversely affects the customer experience. This can result in customer dissatisfaction, leading to fewer conversions and stunted company growth as customers may seek alternatives due to unsatisfactory interactions. In essence, a weak employee experience often translates into a diminished customer experience and adverse business repercussions.

For instance, customer support agents or customer service professionals of a company play a vital role in establishing a company’s image within their clients. Prompt and effective solutions are always applauded and so are empathetic and polite engagements. But can support agents pull the task of keeping customers happy and satisfied daily if they feel undervalued and let down by their company? The answer is – no.

When customers rate a brand’s service or product, their ratings are not solely based on the quality of the service/product, they also rate based on the experience they had while interacting with the brand before and after the purchase. Support or contact center agents are tasked with the responsibility of solving customer queries, doubts, and complaints. When they do their job properly, the company gains a loyal customer. But if these support agents do not feel appreciated, rewarded, recognized, and understood, they are unlikely to be in a state of mind that can help others. Consequently, the company will lose loyal and potential customers in the long run.

Understanding employee growth is crucial for the company’s growth

Often, employees resign from companies when they feel stagnant or constrained within their roles. Similar to how companies aim for expansion and growth, employees aspire to progress in terms of remuneration, position, and skills. It’s crucial for companies to prioritize initiatives that foster learning and development, emphasizing productivity, leadership, skill enhancement, and career advancement.

Concurrently, companies should consistently acknowledge and reward their employees through various means to demonstrate value and appreciation for their contributions. This dual approach—investing in employee development while continuously recognizing their efforts—plays a pivotal role in establishing a motivated and engaged workforce.

Arming employees with relevant tools and platforms can drive great CX

Great EX involves providing employees with the best tools and resources so that they can give their best to ensure great CX. A critical aspect of a robust Employee Experience (EX) journey involves empowering team members with accessible information and tools to maximize productivity. Furthermore, employees shouldn’t have to struggle to research or curate data through incoherent sources. Providing access to platforms or tools capable of accumulating relevant data is essential to empower employees in delivering personalized services.

Humanizing their existence

In the pursuit of outperforming competitors, companies often overlook their employees’ genuine needs. Employees are sometimes treated like machines, expected to work excessive hours without consideration for their personal time or well-being.

Moreover, the official workweek of 40 hours does not factor in the time required to commute and prepare for the day’s job. Employees who are directly responsible for CX journeys such as contact center agents can succumb to the risk of burnout and mental stress. Companies can prevent this by providing additional vacation time, and mental health days, and adjusting work hours sensibly to support employee well-being without compromising business requirements.

Taking employee feedback seriously

Companies are known to take customer feedback seriously so that they can improve their CX strategies and interactions for the better. Similarly, all companies, regardless of size, should regularly engage with their employees, addressing their concerns. The cornerstone of employee happiness lies in attentive listening and facilitating activities or sessions that nurture their well-being and foster creativity.

Learn how to keep your contact center agents motivated.

Recent blog posts:

Quantifying Efficiency Gains and Customer Satisfaction with Analytics
Decoding Terraform's Best Practices
AI and Data: Bridging the Gap