Rethinking CX: The Case for an Employee-First Strategy
Putting ‘customers first’ has long been a business mantra. But when it comes at the expense of employee wellbeing, the entire experience collapses and becomes a dangerous myth. Here's why employee-first thinking is the future of sustainable CX.
For as long as I can remember, the phrase “customer first” has been everywhere: in companies’ mission and vision statements, customer service departments and marketing campaigns. And sure, it makes sense, it sounds noble and profitable. After all, what business can survive without happy and loyal customers?
But there is a hidden side of that famous phrase, one that often gets overlooked: what happens when companies put their customers first without considering their employees?
Providing great customer experience at the expense of your team might work for a while, but it’s not a long-term sustainable strategy.
In this article, we’ll break down why the mantra “customer first” is often misunderstood and why creating a great employee experience builds a stronger foundation for delivering a better customer experience.
The Myth of Customer First
On the surface, “customer first” seems like the obvious rule. Many companies invest millions in customer surveys, market research, branding, marketing campaigns, loyalty programs and customer journey mapping, convinced that a profitable business depends on having happy and loyal customers who come back and recommend the brand to family and friends.
And they’re right, but that’s not the only factor they should consider.
In fact, companies that become obsessed with customers often fall into these traps:
- Rigid policies are designed to please customers at all costs, but that frustrate and disempower staff
- Overburdened teams under constant pressure to satisfy customer demands, while “optimising costs”
- Short-term wins (discounts, rushed solutions) without addressing the real root causes of customer dissatisfaction
Without a strong, supported, and engaged employee base, the customer experience promise becomes fragile.
What’s the point of investing a lot of money in technology, strategy, branding, perfect websites or stores, if, when a customer interacts with a stressed-out and unhappy employee, the whole experience falls apart?
Why “Employee First” drives superior customer Experience
Richard Branson has a famous quote: “Customers do not come first. Employees come first. If you take care of your employees, they will take care of your customers.” And this isn’t just a nice saying, it’s backed by research.
Gallup’s studies show that employee engagement drives higher customer service ratings, higher productivity, lower turnover, and higher profits.
There’s also a recent study shared by Medallia showing that 69% of customers say they feel more loyal to brands when they can tell their employees are treated well.
ALSO READ: There is a Disconnect Between What Consumers Say, and What They Do
Let’s break it down
1️. Employees are the frontline of the customer journey
Your brand lives or dies through the people who interact with customers. A nice smile, genuine attention, or a warm gesture from a salesperson, customer service rep, or support agent can completely elevate the customer’s experience.
2️. Employee Experience (EX) and Customer Experience (CX) are interlinked
It’s proven that companies with strong employee experiences also deliver better customer experiences. Why? Because:
If employees feel underappreciated, underpaid or under supported, it shows. Customers sense the disconnection. Conversely, when employees feel valued, empowered and connected to the purpose, they bring that energy into every customer interaction and deliver great service, solve problems efficiently, and go the extra mile.
- Employees become the brand’s promoters
When employees feel grateful and proud of where they are working for, they’re often the first ones to use and recommend the company’s products or services to their family and friends. If you
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How to Shift from “Customer First” to “Employee First”?
Listen to Employees like you listen to Customer
Just like you listen to your customers, it’s key to capture employee feedback and understand how they experience every moment of their journey. It could be through surveys, focus groups, and workshops, not just from an HR angle, but to understand the barriers they face in delivering good experiences to the customers and what actions the company can take to help.
Invest in talent development
Customer needs evolve and so should the skills of the people work with them. Providing continuous learning opportunities, coaching and development opportunities helps employees feel empowered and confident.
Recognise and reward your employees
Recognition doesn’t always have to be financial. Having a recognition program boosts engagement and motivation.
Build a people-centric culture
If employees feel the company takes care of them, they’ll take care of the customers too. Culture is built (and spread) day by day.
In summary, “Customer first” is a great slogan, but it becomes dangerous when companies interpret it as prioritising customers over employees.
Investing in employee experience (EX) isn’t just an HR strategy, it’s a business strategy that drives long-term customer loyalty and profitability. If you can turn your employees into your #1 fans, you’ll be ahead on the road to great customer experience.
Let’s talk about why an “Employee First” strategy drives companies to unlock the innovation. The more comfortable and happier employees are, the more creative and productive they can be. They’ll consistently share ideas and proposals that help achieve brand differentiation.
A good example is Google. Googlers come from diverse backgrounds, cultures, and experiences, and they’re empowered to do their best work while learning from others. They feel a strong sense of belonging because the company supports them, providing creative spaces, personal benefits, and opportunities to develop their skills and create high-impact products.
The truth is simple: happy employees create better products and services which lead to happier customers who become loyal and drive higher profits for the businesses.
That’s Why the Real Strategy Is “Employee First”!
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