Employee Experience and Customer Experience: Which should come first?

Let’s be honest: If you’re laser-focused on customer experience (CX) to grow your business, you’re definitely on the right path. But there’s a crucial piece you might be missing, and it could seriously hold you back. What’s that missing piece? Your frontline employee experience (EX). This blog is here to break down why EX matters so much and how to get it right with an employee experience app.

What is Employee Experience (EX) and what is Customer Experience (CX)?

Before we dive into the blog, it's important that we define what exactly is employee experience and customer experience:

• Employee Experience (EX) is all about the entire employee journey your team members take with your company, from the moment they consider joining your crew to the day they might say goodbye. 
• Customer Experience (CX) is the big picture of how customers interact with your business, from the first time they hear about your business, the first time they visit and interact with your staff, and beyond. It’s about making every interaction smooth, enjoyable, and effective, so customers remember you and keep coming back. 

The situation right now: all eyes on Customer Experience (CX)

Everyone’s buzzing about how crucial CX is. It’s no surprise that a better customer experience means more loyalty, higher sales, and lots of free word-of-mouth marketing.  So, naturally, the instinct is to polish up every touchpoint your customers have with your brand.

Make everything smooth, easy, and enjoyable, right?

Why just focusing on CX isn’t enough

Going all-in on CX is good, but if that’s all you’re doing, you’re missing out. Here’s why:

1. Tunnel vision: When you’re laser-focused on CX, you might miss other crucial elements like keeping your employees happy, making sure everything runs like a well-oiled machine behind the scenes, or coming up with fresh ideas. These are all crucial for keeping your business going strong over time.
2. Surface-level fixes: Sometimes, CX efforts just skim the surface, fixing the obvious stuff but leaving deeper issues untouched. You might get some quick wins, but you’ll miss out on changes that really stick.
3. Missing out on frontline knowledge: If you’re only looking at CX from the top down, you’re missing the goldmine of insights your frontline employees have. These folks know your customers inside and out, and their feedback could supercharge CX strategy.
4. Forgetting employee needs: Here’s a biggie - focusing all your energy on customers might mean you’re leaving your employees in the dust. And unhappy employees? They’re not going to deliver the kind of service that keeps customers coming back.
5. Guesswork instead of data: Without tapping into what your employees know, you’re just guessing what customers want. Spoiler: guesses aren’t always right.
6. Disengaged employees: If your team isn’t feeling the love, they’re not going to put their best foot forward. That means your CX suffers, too.
7. Under-supported frontline: When you don’t give your frontline the support they need, they’re not equipped to deliver the top-notch service you’re aiming for.

The new playbook: start with Employee Experience (EX)

Time to change the game plan: start with employee experience.

When your employees feel supported, valued, and engaged, that good energy naturally flows to your customers. 

The science behind why EX trumps CX            

According to Ian Rheeder, an expert in Customer Experience Management (CEM), the human science behind CX reveals a crucial truth: the key to great CX lies in how your employees feel and function at work. 

Rheeder’s insights, based on over 17 years of research and practice, show that employees who feel valued and engaged at work are more likely to deliver outstanding customer experiences. This happens because engaged employees are not only motivated but are also in a positive emotional state that directly influences their interactions with customers. Neuroscientists call this a "reward state". 

Happy employees, Rheeder explains, have higher levels of dopamine in their brains, which positively affects their thoughts, feelings, and actions—making them more effective and efficient in their roles.

The benefits of a brain in a reward state are huge: every single part of the brain works better; blue collar workers operate 27% faster, innovation increases by 300%, call center sales staff sell 400% more and sales people sell 37% more.

Here’s how EX drives CX:

1. Empowered employees, happier customers: When your employees have the right tools, training, and freedom to make decisions, they’re not just doing their jobs - they’re excelling at them. This means they can solve customer problems on the spot, answer questions confidently, and make every interaction smooth and positive. That kind of empowerment, a core part of employee engagement, leads directly to a better customer experience, ensuring both employee satisfaction and customer satisfaction.
2. Engaged employees create better interactions: When your team is truly engaged, they care about more than just clocking in and out. They’re invested in making sure customers have a great experience. That enthusiasm and dedication come through in every conversation, making customers feel valued and understood. This demonstrates the deep link between CX and EX, fostering a cycle of continuous improvement in customer service.
3. Supported employees go the extra mile: When your employees know you’ve got their back, they’re more patient and understanding, even when things get tough. That support helps them stay cool under pressure and deliver the kind of service that turns a bad day into a good one for your customers. This level of support boosts employee satisfaction and is vital for maintaining high morale, which directly contributes to positive impacts on customer service. 
4. Valued employees build trust: Employee recognition and appreciation go a long way. When your employees feel valued, they’re more likely to take pride in their work and build trust with your customers. And trust? That’s the foundation of any strong customer relationship. Valuing employees enhances the overall quality of your products and services, ensuring that your business consistently meets or exceeds customer expectations.

If you’re looking for real-world evidence of how focusing on EX can lead to improved CX, look no further 

The Growth Formula: EX → CX → Loyalty → Growth

Bottom line: If you want to create amazing customer experiences, start by taking care of your employees.

A great EX doesn’t just make your team happy - it creates a ripple effect that leads to happier customers, stronger loyalty, and real business growth.

Looking for a technology solution to empower frontline employees and ensure they live your service promise every day, in every location, with every customer?

Learn more about the ultimate employee experience platform here.