With increasing expectations from both customers and employees, businesses are relying on experience as a differentiator for both audiences, and you’ve undoubtedly seen how experience is one of the primary points of competition among brands.
There are many good reasons for this focus on experience. Customers respond to brands that provide great experiences with greater loyalty, more purchases, and positive word of mouth.
Employees who are given a great experience reward their employees with greater productivity, more engagement with customers, all while staying employed longer, which reduces the cost of turnover.
“Much of what a customer experiences is based on what the employee was doing. It’s a shared experience between human beings, inextricably linked so they reflect on one another,” says David Ostberg, PhD. Industrial Psychologist at Medallia.
As you can see, more engaged employees have the opportunity to reach customers and increase their satisfaction, lifetime value, and how often they recommend a product or service to their friends, family, or colleagues.
The stakes are high. This is why business leaders need to better understand how to improve both customer and employee experience, as well as the unique relationship that they have with one another.
I wrote an ebook for industry leader Medallia called “Forever Unified: Customer and Employee Experience – A Guide to Getting Sustainable Business Outcomes from Experience.” In this guide, I outline how these two areas of customer and employee experience are related, and why this is so important for business leaders to understand.
In the guide are practical insights and steps you can take to unify customer and employee experience at your organization. Additionally, you can see some of the latest research on the impacts that both have on the bottom line.
To read the ebook, “Forever Unified: Customer and Employee Experience” from Medallia, click here to learn more and download.
About Greg Kihlström
Greg is a best-selling author, speaker, and entrepreneur, currently an advisor and consultant to top companies on customer experience, marketing technology, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlström podcast. He is a two-time CEO and Co- Founder, growing both companies organically and through acquisitions, and ultimately leading both to be acquired (one in 2017, and the other in 2021). As a strategist, digital transformation, and customer experience advisor, he has worked with some of the world’s top brands, including Adidas, Choice Hotels, Coca-Cola, Dell, FedEx, HP, Marriott, MTV, Starbucks, Toyota, and VMware.
He is a member of the School of Marketing Faculty at the Association of National Advertisers, and currently serves on the University of Richmond’s Customer Experience Advisory Board and on the Workhouse Arts Foundation Board. Greg is Lean Six Sigma Black Belt certified, is an Agile Certified Coach (ICP-ACC) and holds a certification in Business Agility (ICP-BAF).
Meaningful Measurement of the Customer Experience (2022), Greg’s eighth and latest book provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal. Greg is a regular contributing writer to Forbes and CMSWire, and has been named a 2022 Top 10 Marketing and Customer Experience Thought Leader by Thinkers 360, was named one of ICMI’s Top 25 CX Thought Leaders of 2022, and a DC Inno 50 on Fire winner as a DC trendsetter in Marketing.