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5 Ways To Connect EX & CX

If you missed our last post about the differences between CX and EX, jump right into it here!

This blog post is all about linking employee experience and customer experience metrics. It's a tough one but these are some of the ways you can get started:

1. Analyzing Survey Data

At an entry-level, you can explore the correlation between employee and customer satisfaction survey results. You'll be able to see at a very basic level if higher employee engagement accounts for higher customer satisfaction. According to recent studies, it was found that not only is employee engagement correlated with an increase in customer Net Promoter Score (NPS), there is also a connection between employee disengagement and NPS (Infosurv).

You may also want to look at the qualitative insights provided on your customer and employee surveys. These might present alternative findings that are less data-centric but point to specific 'moments' that created either good or bad experiences.

2. Metrics – NPX, CSAT, NPS

The connection between EX and CX can be seen using several metrics. We'll call out a few below to help you get started.

Net Promoter Score (NPS)

The Net Promoter Score is popular across customer service and marketing functions. NPS is calculated using a scale of 0 to 10 related to how likely they are to recommend the company/service to a friend (I-scoop).

NPS can also be applied to measure employee service satisfaction however it's unlikely these will be related. Analyzing the correlation between customer NPS and employee engagement scores is likely to be more effective.

Customer Satisfaction (CSAT)

Customer Satisfaction (CSAT) is an indication of how satisfied your customer was with your service. CSAT is a metric that can be used to measure fluctuations in customer satisfaction over time.

Using both metrics, a higher NPS and CSAT would mean that your customer experience is strong and viewed positively by customers. Whilst CSAT isn't a standard EX measure it can be used to measure the digital service experience for employees internally however the correlation between the two scores is less relevant.

Your CSAT data can be used to point to specific functions or individuals that go above and beyond for their customers and an analysis of the EX drivers can then take place. Likewise, if CSAT scores are poor, you can look more specifically at the internal metrics that may indicate engagement or performance challenges.

3. Revenue & Profitability

This one is widely debated and we're yet to see the research that supports the relationship between EX, CX and Revenue. That said, it's certainly worth exploring.

Great employee experiences drive great customer experiences, and great customer experiences drive higher revenues and profitability over time. Companies that embrace a customer experience mindset generate revenues that are 4-8% higher than their competitors (Morgan, 2019). Creating a customer-centric culture that drives that revenue growth requires an awesome employee experience. This means that employee experience indirectly affects revenue and profit which makes investing in EX a no-brainer.

Companies with high levels of employee engagement (a product of great experiences) can bring in 2.5x more revenue than companies with low employee engagement (George, 2018).

4. Focus Groups

We love focus groups here at wrkflow. Whilst they stray from the 'hard numbers' they allow organizations to dig deeper into the experiences of their employees and customers. Focus groups are most effective when they're designed with intent. For example, first analyzing the data to pinpoint the focus areas you'll discuss during the session. This could be a decline in experience scores at certain times of the year or consistent experience challenges within one department. Conducting a focus group with employees and customers using a similar format will allow you to compare and contrast the insights gathered.

If you'd like to learn more about how we've helped organizations connect EX and CX, reach out to us for a chat!


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