CX + EX = BG: The formula for sustainable business growth

In today’s competitive landscape, Customer Experience (CX) is the ultimate differentiator for brands striving to stand out. Yet, excelling in CX requires more than just meeting customer needs—it involves aligning every aspect of your business, starting with your employees. Companies that succeed in both CX and Employee Experience (EX) are far more likely to see measurable business growth (BG). The question is, how do leading companies consistently align their CX with tangible results? The answer lies in understanding that CX and EX are deeply connected and form the foundation for sustained business success.

The equation for success: CX + EX = BG

At the heart of thriving businesses is a simple but powerful formula: Customer Experience (CX) + Employee Experience (EX) = Business Growth (BG). Companies that excel in both CX and EX achieve more than double the revenue growth compared to companies that lag behind in CX. Why does this formula work so well? Because happy, engaged employees are the key to delivering exceptional customer experiences. When employees are motivated and empowered, they go above and beyond to meet customer needs, leading to higher customer satisfaction, repeat business, and ultimately, increased revenue.

Breaking down the formula

1. Customer Experience (CX): At its core, CX is about how customers perceive their interactions with a brand. Meeting and exceeding customer expectations at every touchpoint builds trust and loyalty. Companies that prioritize CX invest in understanding their customers deeply, leveraging data to tailor experiences that connect on a personal level.

2. Employee Experience (EX): EX is the backbone of great CX. It encompasses everything from the work environment to employees’ emotional and psychological well-being. A positive EX creates a culture of trust, collaboration, and innovation, driving employees to invest fully in the customer journey.

3. Business Growth (BG): BG naturally follows when CX and EX are in sync. Companies that prioritize both aren’t just increasing revenues—they’re building resilient, adaptable organizations that can thrive through challenges. By fostering both CX and EX, businesses create a sustainable cycle of growth, loyalty, and success.

How CX + EX drives growth

By focusing on both CX and EX, companies unlock the potential for growth across multiple areas. Strong CX initiatives can drive customer loyalty, repeat purchases, and word-of-mouth marketing, while excellent EX ensures that employees are invested in delivering those experiences.

Research shows that 80 percent of the value creation achieved by the world’s most successful brands comes from their core business—principally, unlocking new revenues from existing customers. That said, truly great brands recognize when their employees are also engaged and supported – that is when it all comes to life. Employees who feel valued are likelier to provide outstanding service, leading to stronger customer relationships.

The power of integration

For companies to truly leverage the power of CX and EX, both must be integrated into the business model. It’s not enough to focus on one without the other—customer-facing employees are the direct link between brand promises and customer satisfaction. When employees feel connected to the company’s mission and are equipped with the necessary tools and support, they are more likely to create memorable, positive customer experiences.

Take for example one of our customers who is a world-renowned entertainment company, known for its magical experiences, iconic animated characters, and theme parks:

Instead of focusing on call handle time, their contact center agents prioritize building trust with each customer interaction. By identifying key elements that foster trust and align with positive outcomes, like customer loyalty or increased revenue, their cast members act as consultants, enhancing the customer experience without the pressure of time constraints. This approach allows agents to personalize their service and invest more in each customer’s unique needs.

Another example comes from our customer who is a leading U.S.-based airline, renowned for its low-cost fares, exceptional customer service, and a no-frills approach to air travel:

As the world emerged from COVID, customers were transitioning to a remote workforce. Their main concern was maintaining company culture and providing necessary support for employees so they would not feel isolated. They conducted regular check-ins, such as biannual employee surveys, to monitor key concerns like mental health and wellness, ensuring remote staff felt valued and supported in their roles.

These two brands understand how the synergy between CX and EX cultivates a workplace where employees feel valued, empowered, and motivated to deliver exceptional customer interactions. In turn, this drives loyalty and repeat business, fueling long-term growth.

Take the next step towards enterprise success

The formula for business success is clear: Customer Experience (CX) plus Employee Experience (EX) equals Business Growth (BG). In today’s competitive landscape, aligning these two critical elements is not just an option—it’s a necessity. Companies that prioritize CX and EX will outperform their competitors and create a thriving, adaptable business capable of long-term growth. Investing in your employees and your customers isn’t just good practice—it’s the key to unlocking sustainable business success.

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