Customer Experience

Category Description

Oct 14, 2024

Why Customer Loyalty Program Success Depends on Employee Loyalty and Engagement

by Gordon Polovin

The traditional customer retention ecosystem focuses on digital interconnections, SaaS and app technologies, brand loyalty programs, and more. The “more” includes a driving influence that stakeholders frequently underestimate – customer-facing employees. This article will show that in the B2C marketplace, staff in technical support, live chat centers, after-sales service, in-store selling, accounting (for billing queries), and online or telephone sales cover several crucial touchpoints shaping the customer experience (CX). They can instantly kill or make a deal – create or dissolve customer loyalty. The content will demonstrate how brand-loyal customers respond positively to employee enthusiasm, conviction, and positive feedback while emotionally disengaging when faced with negative body language and brand disconnection. So, read on to learn how and why your company’s efforts to establish employee loyalty will compellingly foster customer retention. What do CX and EX have in common? Employees and customers (the parties) share a similar journey within the company, traversing a series of touchpoints from onboarding (both parties) to voluntary or involuntary termination (employees) or brand abandonment (customers). Emotions and thoughts drive EX and CX, illuminating the parties’ journey from beginning to end. These include: Employee interactions with superiors, peers, and the corporate culture. Customers connecting to marketing, sales, services, and brand touchpoints. Maintaining an immersive EX and CX is the open door to dual-party engagement – the gold standard of commitment being loyalty and retention in the workplace and marketplace. This brings us to the next critical juncture of our conversation: CX and EX interdependence and its […]

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