Elevating the Business Ecosystem: Balancing Customer and Employee Experience
Home 9 Leader's Digest 9 Elevating the Business Ecosystem: Balancing Customer and Employee Experience

by | Sep 13, 2023 | Leader's Digest

Last week, I was privileged to present at Selling Power’s Sales 3.0 Conference in Las Vegas. The conference was a well-curated blend of insight and innovation, delivering a wealth of knowledge over a captivating two-day agenda. While Artificial Intelligence (AI) was understandably a hot topic, another recurring theme resonated profoundly with me – the critical role of customer experience in modern sales strategy.

We have transitioned into an era where selling a product or a solution is only one part of a much larger equation. What we’re truly offering is a comprehensive experience that begins long before a transaction is made and extends well beyond the point of sale. In essence, we’re not just in the business of selling ‘things’ anymore; we’re in the business of selling experiences. But, my role as a leader compels me to contemplate the indispensable part that our employees play in delivering this new value proposition.

In the fast-paced world of business, particularly in sales, we often hear the adage, “The customer is always right.” While the essence of this statement—prioritizing customer satisfaction—is undeniably important, I’d like to add a corollary – “Don’t forget about the employee.”

When you’re leading a sales team, your mission is twofold. You’re the bridge between the organization and the client, and you’re also the facilitator for your team, the people who make the magic happen. Today, I want to explore how we, as sales leaders, can create a harmonious environment that cultivates both exceptional customer experience (CX) and enriching employee experience (EX).

While it’s easy to get wrapped up in the world of CX, we must not overlook the core of our operations – our employees. Just as a positive customer experience can lead to brand advocacy, a constructive employee experience can create ambassadors out of your team members.

Engaged and motivated employees are the linchpins of exceptional customer service. They are the ones who are interacting with clients, solving problems, and closing deals. If they’re content and motivated, this positive energy naturally spills over into their customer interactions.

Creating an enriching employee experience is not just about competitive salaries or attractive perks, although those are important. It’s about fostering a culture where people feel valued, where their work has a purpose, and where professional growth is not just a possibility but a guarantee.


Striking the Balance

So, how do we balance these two seemingly divergent responsibilities as sales leaders?

Open Lines of Communication: Keep both your team and your clients in the loop. Transparency builds trust, and trust is the cornerstone of any successful relationship, be it with customers or employees.

Invest in Training: Whether it’s customer service training or leadership development, upskilling your team will not only make them more competent but also more engaged in their roles.

At Carew International, we specialize in crafting tailored training programs that address the unique needs and gaps within your organization. If you’re committed to elevating your team’s performance and are ready to design a training plan that aligns with your objectives, let’s talk!

Leverage Data Insightfully: Use customer feedback and employee performance metrics to make informed decisions. Data doesn’t lie, but it’s up to us to interpret and act upon it effectively.

Empower, Don’t Micromanage: Give your employees the tools and autonomy they need to succeed. When people feel empowered, they are more likely to take ownership of their tasks and, by extension, the customer experience.

Celebrate Successes and Learn from Failures: Whether it’s landing a big account or resolving a complex issue, celebrating these victories boosts morale and encourages a high standard. But equally important is learning from missteps.


In the end, customer experience and employee experience are not just two sides of the same coin; they are symbiotic elements that feed into each other. As sales leaders, it is incumbent upon us to foster an environment where both can thrive. By doing so, we’re not just hitting quotas or retaining customers; we’re building a sustainable, values-driven business that stands the test of time.

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