The employee-customer experience loop is vital to building value

A brand is no longer just what it sells—it’s the experiences it delivers at every touchpoint. And at the heart of those interactions? Employees.

CMOs understand that EX is now a defining factor in shaping customer experience (CX), making it a critical business priority rather than an afterthought. According to PwC, 32% of customers would stop doing business with a brand they loved after one bad experience— highlighting the need for engaged employees who embody the brand’s values.

Happy employees, happy customers

One of the strongest yet most overlooked drivers of customer satisfaction is EX. As one leader put it, “Super important and massively underrated. Happy people, happy customers.” Employees who feel valued and supported are not only more productive but also more likely to deliver the kind of service that creates loyal customers.

For industries built on service and direct customer interaction, this relationship is even more pronounced. As another industry leader put it, “Brand is a manifestation of absolutely everything you do.” When employees thrive, customers feel it—leading to better service, stronger relationships, and brand loyalty.

Employee experience must match customer expectations

Customer expectations are constantly evolving—shaped by economic trends, cultural shifts, and digital advancements. Employees must continually adapt to meet new demands.

However, if their internal experience is disconnected from the brand’s external promise, customers will notice. “When customer sentiment is changing, it directly influences the experience of a good portion of our employees,” explained Stacy Simpson, Chief Marketing Officer, athenahealth, Inc.

A company that markets as a customer-centric organization but fails to invest in its employees creates a clear disconnect—one that translates into inconsistent and uninspired customer interactions.

Employees are the brand

Whether customer-facing or behind the scenes, every employee is a brand ambassador. Their
attitudes, behaviors, and engagement levels directly impact how customers perceive the company. A study by Salesforce and Forbes Insights showed that 70% of leaders agreed that an improved EX leads to improved CX, which ultimately results in business growth. But a disengaged or dissatisfied employee cannot deliver an exceptional CX.

“If their experience is counter to what we’re saying to the customers that the company stands for, it’s going to come through,” said a marketing leader. Investing in employees pays off not just in retention and productivity but also in the consistency and authenticity of customer interactions.

Building a brand from the inside out

The most powerful marketing campaigns and customer promises mean little if they aren’t backed by employees who truly believe in and experience them firsthand.

By designing an employee experience that aligns with customer expectations, companies ensure that their brand promise is not just statement—it’s a lived reality. In the end, a great CX starts with those who deliver it everyday.