In the modern business environment, customer experience (CX – Customer Experience) is always one of the top priorities of businesses. A good service, a quality product, and dedication to service can create loyalty, boost sales, and build a brand. However, a more important question needs to be asked: if we only focus on CX and forget about employee experience (EX – Employee Experience), can businesses go far?
Is customer experience really more important than employee experience?
Many companies have slogans such as “Customer is king” or “Customer satisfaction is the number one priority”. This is not wrong, but if we only focus on satisfying customers and forget about the people who directly create that value – employees – will CX still be sustainable?
A happy employee, committed to the company, feeling valued and developed will be motivated to serve customers in the most sincere way. Conversely, an employee who is exhausted, disrespected, working in a stressful and uncaring environment will not be able to create a truly outstanding customer experience. That’s why CX and EX are inseparable.
Good EX – Good CX: An undeniable relationship
Many studies have shown that companies that focus on EX have better CX. When employees are empowered, recognized and developed, they will naturally radiate positive energy to customers. Some obvious benefits of a good EX for CX include:
- Better customer service: Satisfied employees tend to interact with customers in a more sincere, dedicated manner.
- Creativity and innovation: A good work environment stimulates employees to come up with new ideas, helping to improve products and services.
- Reduced turnover: Employees who stick around longer understand customers better, providing a more consistent service.
Consequences of forgetting EX
When businesses do not invest in EX, negative consequences will soon appear:
- Manpower drain: Good employees leave, resulting in high recruitment and training costs.
- Decreased productivity: An employee working in a toxic environment will be unmotivated and ineffective.
- CX suffers: Unhappy employees are unlikely to make customers happy.
Nurturing EX – Investing for sustainable development
So how to improve EX? This does not necessarily have to be luxury policies, but sometimes just requires small but strategic changes:
- Listen to employees: Create an environment where employees can share their opinions and feelings.
- Empowerment and recognition: A well-timed compliment, a clear promotion opportunity will make employees feel valued.
- Taking care of mental health: A healthy work environment with work-life balance will help employees be happier.
Conclude
Focusing only on CX and ignoring EX is like building a house on a shaky foundation. To have loyal customers, businesses must first have loyal employees. Investing in EX not only helps improve CX but also creates a sustainable and long-term growth organization. So what will businesses choose? Nurture employees or forget them?
