The Secret to Outperforming the Competition: It’s Not Just About Customers

In a recent Amazing Business Radio episode, I interviewed Rony Vexelman, the VP of marketing at Optimove, who said, “Companies that put their customers at the center are the companies that are outperforming their competition.”

Who would disagree with that statement? Well, Heather Quick Ginevan did, and she included a great explanation in just one sentence. She said, “I disagree — I think companies that put their employees at the center are the companies that outperform their competition.” Well said, Heather … and I agree. Her point is that if you put employees first and show them they are valued and appreciated, a great service experience will follow.

If you’ve been a subscriber to the Shepard Letter, then you know I preach that a good CX (customer experience) starts with a good EX (employee experience). And I believe that, but if someone says, “Put the customer at the center,” instead of employees, I’m okay with that. It won’t hurt. However, if you want to boost the experience, you can’t ignore the employee experience.

When I consult with companies about their customer service or CX culture, one of our discussions revolves around starting with the end in mind. When your company creates a product or service, you need to do so with the goal of customers wanting to buy what you sell. After all, if they don’t buy, you probably won’t stay in business. Put another way, without customers, you don’t have a business, which means you probably won’t have employees. But assuming they will buy, begin to work backward, and part of that includes a focus on the employee experience.

Some employees are on the front line, delivering a level of service we want our customers to experience. Other employees work behind the scenes, supporting someone on the front line or the process that the customer experiences. Either way, they all must embody your company’s brand promise, vision, and values.

When employees feel empowered, appreciated, and supported, they pass those positive feelings on to the customers. I’ve said it many times before: “What happens on the inside of the organization is felt on the outside by the customers.”

So, whether you choose to put the customer or the employees at the center, realize they are intrinsically linked. A company that invests in its employees is, in effect, investing in its customers. It’s not like you have a choice. You must do both. An exceptional (amazing) employee experience sets the stage for an exceptional customer experience.

Originally published at hyken.com on September 11, 2024