Connecting Customer Experience and Employee Experience

It’s no secret that a company’s success hinges on its relationships with both customers and employees. In today’s service-driven economies, placing greater importance on customer experience (CX) and employee experience (EX) is crucial for any organisation. Significant competition exists for customers and to find and retain the best talent, this blog looks to explore the links between employee experience and customer experience.

You might be wondering, how are CX and EX connected? Imagine having a fantastic product but lacking a skilled team to know how to market and sell it. You might as well not have the fantastic product. Imagine being a customer that is trying to get to the bottom of a complaint that nobody can help them with. Imagine your employees disliking their work environment enough not to care about the service your customer receives. Sound familiar? That’s the reason employee experience and customer experience aren’t all that different—they are intrinsically linked.  

In recent years customers have come to expect personalised experiences, they want to know you can offer them discounts tailored to their buying history or that emails are relevant are provide value. Similarly, employees are looking to identify organisations that can align to their own values, offer a work life balance and will commit to investing in employee growth – personalising their experience and career opportunities (contrary to the popular belief that free pizza or a gym discount work).  

Key areas where employee experience and customer experience can complement each other


Just as companies gain insight and value from employee feedback, it’s crucial to give equal importance to the Voice of the Customer.

Successful employee satisfaction campaigns rely heavily on feedback, for businesses to be able to make intrinsic improvement to the workplace, so why not apply the same approach externally? By consistently conducting company surveys and providing opportunities for feedback, both internally and externally, organisations can turn information into actionable improvements across all customer touchpoints. For instance, running an employee feedback survey that looks to identify inefficiencies between departments or on platforms can also help you to explore areas that customers may also find frustrating.

In creating a more efficient environment for employees you also add value for converting and retaining your customers.

It’s important to recognise what’s working, eliminate what’s not, and prioritise what truly matters to employees and customers.


Loyalty is built through recognition and personalisation. When employees feel valued, they are more likely to stay with a company. The same principle applies to customers—appreciation and adding value helps increase customer retention and reduce acquisition costs.

Customers also appreciate personalised online and in-person experiences that cater to their individual needs. And let’s not forget that employees and customers alike benefit from personalisation, whether through company culture or unique employee benefits. 


Technology is already revolutionising the customer experience allowing them to book holidays, grocery deliveries and a new dog bed at the click of one or two buttons, but its potential in improving employee experience shouldn’t be overlooked. 

Employers striving to enhance the overall customer experience must empower and improve their employees’ interactions using technology.

Technology can play a significant role in understanding customers better and connecting with employees in meaningful ways, as well as making laborious manual tasks quicker and automated. 

Want to know more about how we can support you?

We would love to help

We want to help organisations get better at recognising the importance of connecting that marketing is both an internal and external facing function.

Connecting your employees and customers together as part of your strategic approach will help support growth across all aspects of your business. 

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