The Ex Factor- Exceptional CX starts with EX

Employee Experience (EX) isn’t just a buzzword—it’s the engine that powers Customer Experience (CX). Too often, organizations hyper-focus on CX, refining every customer touchpoint while overlooking the people who shape those experiences: their employees.

In last month’s Leading in the Digital Era (LDE) podcast, we explored why EX is the foundation of great CX. When companies create environments where employees feel valued and empowered, the impact on customer interactions is undeniable. Here’s what we covered and why it matters.

1. EX IS CX—YOU CAN’T HAVE ONE WITHOUT THE OTHER

EX isn’t a side project; it’s a business imperative. Organizations that prioritize EX—ensuring employees feel empowered, engaged, and enabled—see direct benefits in customer interactions.

I’ve always said, EX starts before CX. You can’t expect exceptional customer service if your employees feel disengaged, unsupported, or burned out. Companies that thrive know that investing in EX isn’t a cost—it’s a competitive advantage.

Employees who feel seen and supported naturally deliver better customer experiences. The connection is clear: happy, engaged employees create loyal, satisfied customers.

2. CULTURE AND PURPOSE CREATE STICKINESS

A paycheck keeps employees coming to work, but a sense of purpose keeps them engaged. Employees want to know their work matters.

One of the biggest mistakes companies make is failing to connect employees to the bigger picture. It’s not just about giving people tasks; it’s about showing them how their work drives business success and impacts customers.

I often emphasize the importance of transparency and feedback loops. Employees want to be heard—and they want to see action. Too many companies collect feedback and then disappear, which leaves employees feeling ignored. If you want engagement, listen, respond, and act. Employees who feel valued will always be the ones who go above and beyond for customers.

3. MOMENTS THAT MATTER—RED CARPET IN, RED CARPET OUT

From onboarding to daily interactions to offboarding, every moment in an employee’s journey shapes their experience. Rebecca Roerick calls it “red carpet in, red carpet out.”

The best organizations don’t just hire people; they welcome them. When an employee’s first week feels like an afterthought, it sets a disengaging tone. Likewise, how employees exit an organization impacts employer branding and future recruitment.

Creating moments that matter throughout an employee’s tenure—whether through recognition, leadership acknowledgment, or meaningful celebrations—drives long-term engagement. People don’t remember policies; they remember how they felt.

One of my most talked-about EX moments was when my team hosted a Customer Service Week gala—complete with a red carpet, professional photos, and an awards ceremony. That one event made employees feel valued in a way that lasted long after the decorations were gone.

4. TECHNOLOGY CAN ENABLE OR HINDER EX

A great employee experience isn’t just about leadership—it’s about equipping people with the right tools to do their best work.

Too many companies focus on seamless customer experiences while overlooking the internal friction employees deal with daily. Outdated tools, clunky workflows, and inefficient systems frustrate employees and drag down morale.  "Technology can either drown employees in frustration or uplift them by making their work seamless. When tools are slow, cumbersome, or disconnected, employees struggle just to get to the starting line. But when technology is designed with EX in mind, it empowers employees to be productive, engaged, and truly present for customers." – Sam Stern

It's so true, when technology works well, it makes employees feel competent, capable, and in control. When it’s a roadblock, it saps their energy and enthusiasm. Bad EX technology leads to bad CX interactions. If you want employees to create great customer experiences, first fix the friction in their own work environment.

5. THE FUTURE OF EX IS FLEXIBLE, PURPOSE-DRIVEN, AND HUMAN-CENTERED

EX is evolving. Today’s workforce has different expectations: career growth, purpose, and flexibility are non-negotiable. Companies that embrace flexible work models while maintaining a strong sense of community will be the ones who attract and retain top talent.

The best organizations are shifting from command-and-control models to autonomy-driven environments. Employees thrive when they have (as per Daniel Pink’s “Drive” model)”

• Autonomy – The freedom to execute their work effectively.

• Mastery – Opportunities to develop and grow their skills.

• Purpose – A clear understanding of how their work contributes to something bigger.

When employees feel ownership over their roles, engagement follows naturally.

CLOSING THOUGHTS: EX IS THE MULTIPLIER EFFECT

Great EX creates a multiplier effect. When employees are happy, customers feel it. When employees are engaged, business results reflect it.

So, here’s the challenge: Don’t just measure EX. Invest in it. Prioritize it. Make it a non-negotiable part of your strategy.

Because when you do, you don’t just improve EX—you amplify CX, drive loyalty, and set your business apart.