“Happy employees ensure happy customers. And happy customers ensure happy shareholders—in that order.”
– Simon Sinek
Mark, a plumber, was hired by Jill, a homeowner, to fix a leaky faucet.
Mark did not have the latest technology to locate and repair the leak. He had to use trial and error, which wasted time and materials. He also had trouble contacting his supervisor for guidance, and could not process the payment online.
Jill was unhappy with Mark’s service because it took too long, cost too much, and left a mess. She also felt frustrated by the lack of communication and convenience. She gave Mark a bad review online and told her friends not to hire him.
Poor digital employee experience (DEX) led to customer dissatisfaction.
Digital employee experience (DEX) and digital customer experience (DCX) are two sides of the same coin. They both refer to how people interact with technology in their work and personal lives, and how that affects their satisfaction, engagement, loyalty, and productivity.
Think of your business like a restaurant.
The DEX is like the kitchen, where the staff prepares the food, manages the inventory, handles the orders, and coordinates the delivery. The DCX is like the dining room, where the customers enjoy the food, pay the bill, and leave feedback.
Both aspects are crucial for the success of the restaurant, and they depend on each other.
If the kitchen is inefficient, chaotic, or unhygienic, the employees will be frustrated and unhappy. Not only will the food be poor quality, late, or unsafe, but the employees will not be inclined to treat the customers well. As a result, the customers will be quite unhappy.
If the dining room is dirty, noisy, or unwelcoming, the customers will be uncomfortable, dissatisfied, or annoyed, taking out their frustrations on the employees who in turn will be dissatisfied – a vicious cycle ensues.
In both cases, the customers will likely not come back and the employees will likely not stay on the job for long. The cycle of discontent pushes customers away and drives employees to seek alternative opportunities.
Similarly, if the DEX is poor, the employees will be frustrated, stressed, or demotivated, and they will not perform well. If the DCX is poor, the customers will be disappointed, angry, or indifferent, and they will not buy more. A good DEX enables a good DCX, and vice versa. How?
Empowered Employees, Satisfied Customers
- When employees have access to the right tools and information, they can provide faster and better service to customers, increasing customer satisfaction and retention.
- When employees have a seamless and intuitive digital environment, they can work more efficiently and creatively, creating more value and innovation for customers.
- When employees have a collaborative and supportive digital culture, they can share best practices and feedback with each other and with customers, improving customer relationships and loyalty.
Engaged Customers, Motivated Employees
- When customers have a smooth and engaging digital journey, they can provide positive reviews and referrals to potential employees, attracting and retaining talent for the organization.
- When customers have a personalized and relevant digital experience, they can provide valuable data and insights to the organization, helping employees improve products and services.
- When customers have a consistent and reliable digital experience, they can trust the brand and become loyal advocates, increasing employee pride and motivation.
DEX and DCX are not competing goals; they are allies in a synergistic pursuit of excellence. Investing in both creates a virtuous cycle of happy employees and happy customers, ultimately yielding better business outcomes and a competitive edge.
In summary, the success of a business hinges on harmonizing the digital experiences of both employees and customers. A positive DEX amplifies the DCX, fostering a cycle of satisfaction and success.