If you want customers to be satisfied, employees must first be happy. When employee experience (EX) is taken care of, they will spread positive energy into every interaction, creating a genuine and sustainable customer experience (CX). That is also the root of customer satisfaction.
It is time we recognize that, if we only focus on customers and forget about employees, all efforts to build a strong brand will become meaningless.
Employee Experience – The Roots of CX
As an employee, I have seen my colleagues leave because they did not find self-worth in the company. They don’t feel heard, they don’t see growth, and going to work every day becomes an obligation, not an engagement. But the paradox is, these same employees are required to provide the best service to customers.
If employees are not appreciated, how can they treat customers with dedication? When a business views employees as an asset that can be replaced at any time, employees will also view work as a temporary exchange contract, instead of a long-term mission.
Nurturing employees – Long-term benefits for businesses
Studies show that companies with good EX often have superior CX. Organizations that focus on employee experience not only retain better talent but also have higher revenue and more loyal customers.
A typical example is big brands like Zappos or Starbucks – they not only train employees in service skills but also build a working environment where employees are developed and proud of their company.
EX is not a perk, it’s a strategy
Investing in EX does not mean pampering employees unconditionally. It’s about creating an environment where they feel recognized, thrive and have a voice. It’s about empowering, rather than just requiring compliance. When employees feel respected, they will spread it to customers in the most natural way.
In today’s business world, when businesses constantly pursue customer satisfaction (CX – Customer Experience), there is a core but often forgotten element: the employee’s own experience (EX – Employee Experience). A happy, respected and motivated employee will create better customer experiences than any service strategy.
Imagine an employee working in a stressful environment, lacking support from the business and not feeling appreciated. When they have to interact with customers, can they maintain enthusiasm and dedication? A forced smile, a confrontational statement – that’s what customers get if the employee is not truly satisfied with his or her job.
The truth is, CX cannot thrive without EX. Instead of just focusing on satisfying customers, businesses need to start from within – where employees are the ones who directly create value. When employees are cared for and happy, they become the best brand ambassadors, delivering great customer experiences in the most natural way.
So what should businesses choose? Nurture or forget? The answer lies not only in the leadership but also in how employees feel and act every day. A strong organization is not where the customer is always right, but where employees always feel valued. Because only when we have dedicated employees can we create truly loyal customers.
