How Employee Experience is Fueling Customer Experience


A candidate-led employment scene means employee the experience becoming a critical part of the customer experience equation.

The COVID-19 pandemic and ensuing lockdowns have led workers to re-analyse their values and priorities. Importantly, the shift in perspective has inclined people to seek out a better balance between their professional and personal lives.

This is particularly true of millennials, who make up much of the workforce today. This has led to a candidate-led employment scene, with employee experience (EX) becoming a critical part of the customer experience equation (CX).

According to customer feedback experts Feefo, employee experience (EX) can greatly influence customer experience (CX). Therefore, it’s important to understand EX trends as they continue to evolve through to 2022.

Flexible work arrangements

Today’s candidate-led job market is fuelled by higher levels of employee expectations. In a bid to attract and retain top talent, businesses are likely to increase flexibility of working hours.

Employees today are searching for more than just a good income and benefits. They want to be able to have a work-life balance which allows them to enjoy their time outside of work. This can be achieved by offering flexible working hours, remote working options, and generous holiday allowances.

Although it may have seemed counter-intuitive at first, this shift can greatly improve customer experience (CX). In fact, it is a powerful way of increasing employee satisfaction and motivation, which leads to happier employees who are more likely to be committed to their work. In fact, a study highlighted by Forbes showed that 90% of remote employees surveyed were happier due to the increased freedom.

Re-focusing on culture and values

In order to create a great customer experience (CX), businesses need to have a strong culture and set of values that employees can truly buy into. This requires understanding what matters to employees today and what will keep them engaged and motivated.

One way of doing this is by conducting employee surveys to gauge their thoughts and feelings about the company culture and values. This can then be used to create an action plan that focuses on areas that need improvement.

This can help improve customer experience (CX) in the long run as it will create a workforce that is aligned with the company’s values and is motivated to deliver great customer experiences (CX).

Recognising and rewarding great work

Employees who feel valued and truly appreciated are more likely to go the extra mile for their company. Recognition and rewards can come in many forms, such as bonuses, public recognition, or simply feeling like you are a part of something special. Rewarding employees for a job well done is a great way to show your appreciation and keep them motivated.

Businesses should take the time to understand what motivates their employees and then find appropriate ways to reward them. This can create a positive feedback loop where employees are recognised for their work, which in turn leads to better customer experiences (CX).

Increased focus on mental health

As more businesses focus on the employee experience (EX), mental health has become an increasingly important topic. In fact, a survey discussed by the Harvard Business review showed that 42% of respondents experienced a decline in their mental health since the COVID-19 pandemic began.

In order to support mental health, organisations should have a plan for dealing with potential issues and they must offer training so that managers understand how to spot signs of depression or anxiety. In addition, businesses ideally need to provide services such as counselling and therapy in the workplace so that employees can access help quickly if needed.

This is important for customer experience (CX) because employees who feel supported and happy, are more likely to deliver great experiences. They are also less likely to have mental health issues that negatively impact their work.

The bottom line is that employee experience (EX) is a critical part of the customer experience (CX) puzzle. As we move into 2022, companies should be prepared for change as it is the only way to stay ahead of the competition. The most successful brands in 2022 will undoubtedly be those who can quickly adapt to changes in employee and customer behaviours alike.


This article originally appeared in HRNews. Photo by Eneida Hoti on Unsplash.

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