Top 3 Tips for Marketing, CX and EX Synergy

Engaged employees devote energy to satisfying customers. Astute marketers recognize this symbiosis and incorporate it within strategies.

The Gist

  • Essential synergy. CX and EX integration drives employee engagement and customer satisfaction.
  • Apple’s example. The Apple store experience highlights the effectiveness of combining CX and EX.
  • Measurement matters. Continuously monitoring CX and EX metrics leads to more agile engagement.

Delivering top-notch customer experiences (CX) requires a workforce with stellar employee experiences (EX). The two are intricately linked—engaged employees devote energy to satisfying customers. Astute marketers recognize this CX and EX synergy and incorporate it into their strategies.

Apple’s CX and EX Synergy Success

Who’s got a great program going? The burgeoning lines outside Apple stores whenever a new iPhone model is launched may seem baffling — after all, why stand in long queues when you can preorder online? The answer lies in the Apple store experience. Warmly welcomed in, you get to handle the new gadgets personally while store staff, brimming with knowledge, passionately walk you through features. You’re caught up in the excitement and have to walk out with the newest iPhone! This exemplifies how powerful experiences can be in enticing and retaining customers.

As a CMO striving to drive growth, I focus on curating positive experiences. Here are my top three tips for fostering CX and EX synergy within the marketing framework:

1. Anchor Marketing Around Real Customer Insights

Today’s consumer is digitally savvy and seeks personalized engagement. Bombarding them with generic promotions backfires. Before conceptualizing targeted campaigns, spend time understanding micro-segments and listening to them through online community interactions and social media. Enable seamless omnichannel experiences. For instance, satisfied website visitors make loyal retail customers. Provide consistent messaging across channels to build familiarity and trust.

Related Article: Is It Time to Make CX and EX ‘One Experience’?

2. Engage Employees Through Internal Branding

EX directly impacts CX—engaged employees to deliver better customer experiences. Inspire staff by co-creating value propositions that reflect the company’s purpose and vision. Make them brand ambassadors through training, feedback, and incentives. Enable two-way communication via town halls and surveys. Build camaraderie via team activities. When employees feel valued, it reflects in happier customers.

3. Prioritize Real-Time Measurement for Agile Engagement

Continuously measure CX metrics like NPS surveys and mystery shopping. Solicit employee feedback, too. Analyze data to identify friction points impacting CX and EX. Address these promptly through reviews of policies, processes, and technologies. Share action taken to close the loop. Staying on top of CX and EX metrics fosters agility to keep optimizing engagement.

Also, I am sharing some additional ideas that could be explored for CX-EX integration:

  • Develop employee journey maps aligning with customer journey maps.
  • Conduct joint CX-EX ideation workshops.
  • Create cross-functional CX-EX councils (this can lead to a snowball effect for the better)
  • Enable employees to interact with customers directly.
  • Cascade customer feedback to frontline staff.
  • Build executive-level CX and EX roles.
  • Most importantly, celebrate internal and external customer service wins together.

The overarching goal should be nurturing a customer-centric and employee-centric culture. Initiatives like the above help bring it to life, embedding CX-EX thinking company-wide.

Embracing CX-EX Synergy for Marketing Triumph

Marketing success hinges on prioritizing customers and employees and crafting experiences that delight them. The future belongs to brands that sow and harvest this CX and EX synergy.

As marketing shifts from one-way communications to two-way engagement, the brands focusing on people-centric experiences will reap loyalty.

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