How EX Drives CX: To Know Your Customers, You Need To Know Your Employees First


man sitting at a desk

Empowerment is measurable.

With a workforce often driven by faceless corporate entities, employees and workers sometimes live to complain about “the man” as spreadsheets are used to treat employee productivity like a number and drive out red marks on earnings reports. However, what if you were told that employee satisfaction can also be tracked and would not be a detriment to company profits but drive them up?

Yes, empowering your employees is the true fast track to enhancing the customer experience and seeing greater financial results. We can prove it to your business!

Employee Experience (EX) – the Most Overlooked Step Toward Results

Along with managing the business, leaders are also expected to create a long-term vision of growth for their companies. Stakeholders are interested in today’s accomplishments, but they are just as driven by tomorrow’s success. Achieving such a feat boils down to knowing your customers, their needs, and their motivations and then leveraging that knowledge and data to engage, educate, and entertain those customers with superior and consistent customer experience (CX).

Are customers happy spending money for what you offer? Do they like engaging with your business? Do they feel connected to your brand? Do they like engaging with those who connect with them and serve them? Do they like your employees? Better yet, do your employees like your business? Do they understand your brand’s purpose and values? Are they aligned with your business’ mission and growth plans? Do they know what role they play in keeping customers happy? Are they rewarded and recognized for keeping customers happy. Do you know what your employee experience looks and feels like?

To have a good customer experience, you must first look at the employee experience. Happy employees will make for a better customer engagement and satisfaction outcome. At the same time, a disengaged workforce can be catastrophic, resulting in higher employee turnover rates on top of them not willfully giving customers a meaningful experience. Concerned with your CSAT and NPS score? Start with your employees.

Why Every Employee’s Mentality Matters

A superior Employee Experience (EX) starts at the top. Leadership is key to an engaged, productive, and motivated workforce. Navstella frequently consults clients on their EX, and the first step is always understanding the Leadership Culture. Ask yourselves what your purpose is. If the answer isn’t clear, this needs to be identified immediately. For example, MD Anderson’s purpose is making cancer history. They know this. They own it. Their employees embrace it. Their customers (patients) believe it.

At the end of the day, customers are not purchasing a product or service but rather investing in the result it provides. People don’t buy drills; they buy holes. Telling someone how fast the drill is will not sell that product; rather, what sort of hole that drill can make is what will make a customer buy the drill. Businesses need to focus on the problems they can solve for their clients -rather than the products and services they offer.

Getting to this outlook all spawns from how employees are treated. They must be made aware of the company’s goal and purpose around their CX strategies and given ways to understand how their individual roles impact the company at large. Employees must be enabled and empowered. They must be given a sense of belonging and that what they’re doing does matter. They must be rewarded and recognized not only based on their customer-centric mindset and work performance but also based on their individual needs and expectations. While one employee seeks flexible work hours, another wishes for more money. Knowing what motivates each employee is essential to hiring and retaining top talent. Just as important is understanding the purpose of each team/department or even a business unit and aligning that to how teams are built, motivated, and managed.

Talent Optimization Through the Predictive Index

We’ll be the first to admit that managing a multi-generational workforce – one that encompasses Baby Boomers, Gen X, Millennials, and now Gen Z – is not easy, yet it absolutely is possible. Understanding individual behaviors and motivations and then matching those to form ideal teams based on goals and outcomes is a foolproof way to manage and grow employee talent. Invaluable tools for behavioral assessment like the Predictive Index (PI) create a system that is extremely tangible in measurable ways.

In just 5 minutes, the Predictive Index can pinpoint an employee into 1 of 17 different profiles. Depending on the results of the Predictive Index, those driven by empathy cannot be turned into a machine. Some employees are deep thinkers who are incapable of doing regulatory or process-oriented work. Other employees are doers who only want to support and help other people.

Before becoming PI partners, Navstella founders were quite skeptical initially but quickly proceeded to see how insightful this practice is. Having tried other “profile building” systems in the past, Navstella founders were not sure if PI was any different. That doubt was quickly put to bed once Navstella began using PI for their own business as well as for our client business. There is no other system that comes with the assessments, tools, and training materials like Predictive Index. Are you looking to build a dream talent pool and have your employees be the heartbeat of your customer experience strategy success? Navstella with Predictive Index can help you with a winning EX strategy and plan.

Diversity, Equity, and Inclusion: Becoming a Smarter, More Successful Organization

Diversity, equity, and inclusion are the backbone of a motivated and empowered workforce. Everyone – without exception – needs to be given a safe space to develop and grow for an organization to excel. Employee Resource Groups (ERGs) have become common because organizations now understand and value the need to create an environment where everybody felt equal, included, and empowered. Diversity, equity, and inclusion matter.

It’s natural for anyone to get upset when feeling like their input doesn’t matter. A good team structure allows some room to express frustrations and challenges. Likewise, a smart organization will enable people to thrive while allowing them to grow. This is done by building the right teams, providing motivation, and making sure inclusion is part of the conversation.

Ready to improve your company’s culture for a happier and more productive workforce? Our employee experience consultants are here to help.