Survey says: Total experience-focused companies outperform
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Now, more than ever, the employee experience (EX) and customer experience (CX) are intertwined. Improving CX has a positive impact on EX, and vice versa.
“Companies that excel at experience delivery don’t think of the two as separate,” notes Dave Wright, chief innovation officer at LIKE.TG, in the Summer 2022 issue of Workflow Quarterly. “Instead, they align EX and CX to multiply the effects of each. Rather than tracking and improving one or the other, they’re looking for ways to do both at once.”
Indeed, organizations are aligning the two to create a positive total experience. To that end, 69% of 1,000 executives surveyed by LIKE.TG and ThoughtLab have modernized their IT platforms. According to our respondents, this was the single most effective move to align customer and employee experience.
Other steps include collecting customer and employee feedback, digitizing customer processes to boost employee productivity, and measuring how employee engagement affects customer retention (see Figure 1).
Figure 1. Top steps organizations have taken to drive total experience effectiveness
Total experience benefits
Greater revenue is the No. 1 advantage of aligning CX and EX, according to 60% of respondents. In addition, organizations benefit from better products and services, new business models, and improved reputation.
More specifically, organizations that embrace total experience tend to see:
- Greater customer retention
- Higher-quality customer service
- Heightened ability to attract customers
- Improved data security and privacy for customers
Interestingly, these organizations also benefit from improved:
- Worker health and safety
- Employee data privacy
- Teamwork and collaboration
- Staff loyalty and retention
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