When Cx Meets Ex

By: Sam Oakley-Watson, Senior Account Manager

When Cx Meets Ex

Improving customer experience is a hot ticket: many companies today are overhauling their strategies and investing in new technologies and solutions, measuring many more touchpoints than ever before but what does this mean for employees?


The four ‘experiences’ defining the management of an integrated customer experience strategy include:


  1. Customer

  2. Product

  3. Brand

  4. And…. employee

Organisations need to consider the true impact of employee experience on their customer experience, by focusing on individual touchpoints rather than the end-to-end experience for consumers and staff alike.


The fusion of CX and EX 

Expect to see CX and EX practices and strategies continue to converge as executives see the longer-term benefits of orchestrating the broader organisation.

Now more than ever, internal communications teams will need to collaborate and connect to customer insight. To establish or reinforce the value of employee communications and experience internally.

When everyone from the top down to the bottom up can see the impact of collaboration, adoption of suggestions and KPIs being achieved, justifying (and growing) internal spend will be so much easier.

Journey mapping is your new watch-word 

Journey mapping looks set to become more of a priority for both customer and employee-focused teams as organisations realise the need to truly understand how to align the two. Adobe, for example, has an executive vice president role that spans both customer and employee experience.


Results say it all 

Research from ‘The Employee Experience Advantage’, carried out by Jacob Morgan, last year found that companies who created an experiential organisation excelling in culture, technology and physical space enjoyed (when compared with non-experiential organisations): 

  • 20% fewer employees

  • 40% lower turnover

  • 5 times the employee growth

  • 1 times the average revenue

  • 4 times the average profit

  • 9 times more revenue per employee and a staggering 4.3 times more profit per employee


Our tip: Proactively get involved with CX initiatives and begin gathering the data and insights that will get your priorities on your CEO’s agenda ahead of the game. Your NET promoter and Employee Engagement survey scores might be a good place to start!