Engage Your Employees With Your CX Strategy

January 7, 20206min

When Satya Nadella took over Microsoft, he didn’t begin with a focus on the competition or restructured product portfolio; rather he set out to rebuild the company’s culture starting with redefining the mission of the company.

He engaged all its employees to recommend the new mission for the company, and with its new north star, the firm’s stocks prices tripled since he became CEO. This just illustrates the importance of employee engagement, with the objective to inspire the company to serve its customers in deeper, meaningful, and more purposeful ways.

To drive employee engagement with the Customer Experience agenda, companies should persistently focus on these four broad categories…


Establish a CX vision and ‘walk the talk’: A CX vision creates clarity around a company’s intended experience and helps all employees understand how best they can contribute to provide better customer experiences. Alan G Lafley, the man who transformed Procter & Gamble, would make it a point to visit the retail stores around the world and observe the shopping behaviour of the customers, thereby exhibiting the behaviours for his leadership to follow.

The top leadership needs to be trained and inspired in driving CX across the organisation by taking tangible steps to remove blockers like long approvals hierarchy, short-term profit chasing, and toxic employee behaviours.

Ways of working

Cross functional collaboration: Fortune 500 companies are improving collaboration through internal hackathons that involve having people from different functions problem solving together in groups. IBM holds internal hackathons called Cognitive Build, where employees from across the world participate in the competition by forming teams of different people from different countries and different functions, aligning their perspective on CX and sharing customer knowledge.

Agile transformation & design thinking: Methodologies are being used to continually adapt to changing customer preferences, as it allows you to quickly test your hypothesis with customers and co-create solutions with them.

Developing emotional intelligence: This is the ability to understand how customers feel and take this into account when solving business issues at any level. It is only recently that emotional intelligence has become a topic of significant importance, and the one that gives a real competitive advantage in the current environment. 

Customer immersion

Customer immersion programs: These help employees empathise and walk in the customer’s shoes. At Airbnb, every new employee goes on a trip and documents the entire customer journey, which will then be presented and shared with the entire company as insights, pain points, challenges, and opportunities.

Customer immersion is not limited to journey mapping, and involves continuous learning about customers’ needs and wants, as well as understanding your ability to meet them. Each employee in different parts of the organisation should be able to relate to how his role and department create value to the company’s customers.

Employee listening and involvement

CX governance: Listen to customer feedback though the employees, and establish an empowerment and escalation system whereby no customer problem goes unnoticed. In my work at a UK insurance company, I developed an employee feedback system for customer issues and within weeks we started receiving up to 4000 suggestions a month.

Sixty percent were addressed within the same month by addressing operational errors quickly, fixing broken processes, and preventing complaints resulting in cost savings. It also delivered continuous improvement in customer satisfaction with the contact centre (+5% over the course of the year).

Employee experience: Companies like Coca Cola and SCB Bank are using design thinking and employee journey mapping to transform their employee experience globally, focusing on employees’ daily journeys. Shifting the organisational focus from process to people creates more engaged and loyal employees able to deliver your CX strategy.

Recognition and reward system: This should encourage the behaviours creating value to customers. If courtesy and speed of service are of paramount importance to your customers, like it is to Hertz’s, these should be targeted and rewarded based on the customer feedback.

Olga Potaptseva

Olga Potaptseva

Olga Potaptseva is the founding Director of the European Customer Consultancy, which supports major brands across the globe in their customer-focussed business transformation.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


vape: cartridge vape mod stalkr ecig slik vape i taste e cig vape stop forney voopoo uforce coils review anatomy of a vape pen ipv box mod cigarette style vape ecig vapor and noise hairs pil collecting cbd vape cartridge 510 ecig carrying cases clearance e juice durable vape mod vapor rino vapor it vapor bank evansville in tobacco in vape bauer vapor 1x stick unique mechanical mod ecig blend smok t priv not firing ecig mod build how to use a vapor pen e cigarette empire coupon 2019 cube 2 ecig what is the point of vaping ego aio burnt taste fix what does vaping cbd oil do b12 vape pen cloudburst vaping co how to steep vape juice fast vaping 12mg mini e cigarette starter kit vape pod kits best pineapple vape juice crown v2 e cigarette coil resistance crown iii tank pittsburgh e cigarette tax top mechanical mod clones magic 3 in 1 vape pen how to clean uwell crown new juul device uwell crown ecigitty ecig coils what wattage uwell crown 2 grenade ecig mod voopoo find trio pod pack mech mod coil build

weight loss: is hummus good for weight loss are potatoes good for weight loss 2000 calorie diet weight loss tailored weight loss why does topamax cause weight loss quick weight loss diet book water fasting weight loss 7 days herbal drink for weight loss cannabis for weight loss diet pills definition different weight loss surgeries what diet pills are safe to take paleo diet reviews weight loss green bean pills to lose weight tapeworms weight loss soza weight loss reviews coconut oil supplements for weight loss infomercial diet pills carolinas weight loss institute beth smith chapman weight loss chris powell before extreme weight loss quick weight loss center jupiter weight loss mistakes 2000 calories a day weight loss best weight loss exercises for obese b12 shot weight loss best sweat suits for weight loss weight loss sleep best supplement shakes for weight loss plastic wrap weight loss weight loss no sugar best free weight loss apps 2018 weight loss essays weight loss prepared meals delivered weight loss clinics in greensboro nc best 5 htp brand for weight loss cvs weight loss products allie speed where can i buy alli diet pills diabetes weight loss plan rezolution diet pills lemon diet pills reviews fastin diet pills testimonials night time weight loss pills slim quick weight loss venlafaxine weight loss reviews do appetite suppressants work peaches geldof weight loss does the keto boost pills really work remeron weight loss

cbd oil: cbd topical benefits natural cbd cigarettes my complete cbd cbd oil 5000 mg cbd gummie cbd lip balm benefits edens herbals cbd abacus health products best cbd vape reddit is cbd oil legal in west virginia active cbd oil review action potential cbd gummies hawaii type of cbd oil for adhd cbd rollerball horizen cbd cbd movement cbd oil drug test results bigcommerce ecommerce platforms cbd colorado floyd landis cbd bluebird botanicals full spectrum cbd vape liquid boss cbd oil cbd oil effect on kidneys have to know cbd black friday sale plexus hemp or cbd oil pain relief from cbd oil cbd oil relaxes cbd tardive dyskinesia atc cbd fit tea postnatal is marijuana a blood thinner cannabinoid pill cbd md oil hersolution pills fda cbd hearing how like cbd oil cures prostate cancer diabetics and marijuana cbd pure oil reviews can cbd oil cause a rash cannabis oils for sale medical medium cbd oil cookies made with cbd oil what is cbd oil msde from can i buy cbd oil in florida gettin cbd oil illinois buy cbd wax

male enhancement: sexual stimulation for men stretching device ky jelly his and hers side effects trap sexuality medical term for erection how to make penus bigger ed commercial 10 in penis mechanism of erection how to grow size of pennis naturally best natural erectile dysfunction pills best black sex scenes rupees drug treatment for erectile dysfunction penile tissue growth red white and blue pills how to keep cock hard small hard penis avg penis how to increase hormone levels natural testosterone vitamins best natural male enhancer penis silicone perscription drug names bipolar sex drive vitamin d walmart viagra and beta blockers cock rings do they work how to strengthen erection alpha rx plus natural cures 4 dollar prescriptions how to give yourself an erection i lost my sex drive health stores near me get an erection rhino 5000 pills impotence medical definition blade supplement review testosterone beard testmax nutrition scam ways to increase power how long do men last viagra commercial woman penies growth penise enlargement cum more pill how to have a strong erection size genetics reviews ed prescription online