June 24, 2024

Creating a Winning Customer Experience Through Employee Experience

Byron Fernandez is EVP and Group CIO at TDCX.

Companies can create the most innovative or feature-laden products, but an effort is likely to fail if the customer is not satisfied. That is why every business strives to deliver great customer satisfaction.

Much has been said about how companies can delight their customers through seamless personalized experiences, but less discussed is the link between employee experience and customer experience. Employees are the ones who create experiences for customers by trying to recall their preferences or listening carefully to complex requests. These are little things that go a long way in driving customer satisfaction.

Although it looks simple, it is definitely not easy. At my organisation, TDCX, we believe in the difference a human touch can make in the customer experience. When incorporated at the right stage of the customer journey, it helps customers feel heard and valued.

In this article, I will outline some examples of how engaged employees support a company’s ability to provide positive customer experiences.

Bringing the Company’s Culture and Values ​​to Life

Building culture and expressing values ​​are important elements that can shape the brand experience. There are brands that can maintain a culture of high development more likely to have a team of committed and enthusiastic employees who will, in turn, make every effort to provide a better experience for customers.

To achieve this, employees must not only be trained and rewarded but also given a favorable environment where they can grow and feel a sense of belonging to the company. However, according to a recent Gallup survey, less than 40% of employees they felt they had the materials and tools they needed to do their work well. If your employees are in such a state, it’s not hard to imagine the impact it could have on your company’s overall productivity and bottom line.

In the context of a tight labor market and employees prioritizing companies that align with their values, a strong focus on talent is critical to achieving business results. At my company, for example, we involve employees in creating the company’s culture.

Guided by your company’s values, it is important to involve and empower employees in decision-making. This empowerment allows them to contribute to the success of their work — at all levels.

Empowering Employees To Provide Effective Problem Solving

By the time customers contact customer service, they have likely already made efforts to resolve the issue on their own. As such, emotions tend to run high, with frustration or anger setting in.

To provide customers with a one-stop solution, several factors are required. Brands don’t just have the right technology, people and processes in place. Most importantly, they need to have the right policies in place to empower their company’s representatives. The best mindset or service mentality can only go so far if employees are not given proper autonomy to solve the customer’s issue.

Empathy: A Human Superpower

It’s challenging for brands to stand out from the crowd these days. With many brands offering similar products or services, distinctive product features can only get a brand so far.

To set themselves apart from a growing list of competitors, one strategy is to use employees as a brand differentiator. Employees have a special power – they are able to make customers feel that their challenges and pain points are known. This superpower comes from having compassion for others.

Employees are happy more likely approach customer interactions with empathy and genuine care. And that empathy is vital because it enables employees to put themselves in the customers’ shoes, understand their needs and address their concerns with kindness and understanding.

Even if there is no immediate solution to the problems, having empathetic brand representatives identify customer pain points goes a long way to driving customer satisfaction. Customers understand and remember these emotional experiences. When they meet employees who truly understand their situation and show empathy, it creates a lasting impression. These positive interactions foster a sense of customer loyalty and advocacy.

Virtual Circle

The influence of engaged employees extends beyond customer interactions. In an environment that encourages open communication and the sharing of ideas, employees are naturally motivated to contribute to the success of the organization. When employees feel comfortable enough to challenge existing practices, it creates fertile ground for innovation.

For example, some leading companies go the extra mile by sending pulse surveys and include employees in the design and implementation of customer-oriented processes and procedures. Customer-facing employees better understand customer pain points and can shine a light on areas for improvement that might otherwise be overlooked.

Maintaining the Employee Experience When Outsourcing

With employee experience having a major impact on customer satisfaction, it is essential to recognize the importance of maintaining a positive employee experience, even when outsourcing customer service. Many companies choose to outsource customer support to external service providers to focus on their core business or access expertise. However, it is vital to ensure that the same level of attention and care is given to the employee experience of outsourced staff.

Just as internal employees influence the customer experience, outsourced representatives play a critical role in shaping customers’ perception of the brand. Neglecting the employee experience of outsourced customer service can lead to disengagement, reduced productivity and, ultimately, a negative impact on the customer experience.

To prevent such situations, companies should also consider the employee value proposition of their outsourcing partners and whether they are able to create the right work environment and culture that reflects the brand.


The relationship between employee experience and customer experience is symbiotic to create a winning customer experience. By empowering and enabling employees, companies can create strong empathic relationships with customers to ensure they keep coming back.

Forbes Technology Council is an invite-only community for top CIOs, CTOs and technology executives. Do I qualify?

Leave a Reply

Your email address will not be published. Required fields are marked *