Unlocking Sustainable Business Growth Through Customer and Employee Experience

In the ever-evolving landscape of business growth, the focus has shifted towards prioritizing the customer experience and employee experience. This shift is seen as crucial for sustainable long-term growth, with organizations using various tools and technologies to enhance interactions across their business ecosystems. But what technologies are being used to achieve this, and how can their success be measured?

One formula that has emerged in this context is CX+EX=BG, which stands for enabling high-quality customer experience (CX) along with a commensurate employee experience (EX) to achieve sustainable business growth (BG). This formula was introduced by Avaya at its Engage conference in 2024, emphasizing the importance of AI in orchestrating complex customer journeys to drive business growth.

Research from Zendesk also highlights the role of AI in the future of customer experience, predicting that AI will streamline processes, personalize engagement, and handle a higher volume of customer interactions. This evolution is expected to lead to smaller CX teams, with AI resolving a significant portion of interactions, allowing human agents to focus on more complex tasks.

At the heart of this convergence of CX and EX is the belief that agents play a critical role in shaping customer experiences. Avaya’s chief revenue and customer experience officer, Marylou Maco, emphasized the importance of investing in technologies that build deeper loyalty with customers, ultimately leading to a competitive advantage.

Disney and Southwest Airlines are cited as examples of companies driving culture and customer experiences through targeted investments in agent technologies and practices. Disney’s focus on creating magical interactions and Southwest’s commitment to supporting remote employees highlight the significance of employee experience in delivering exceptional customer experiences.

However, with the deployment of new technologies comes the challenge of change fatigue, both for IT systems and agents. Avaya’s Maco stresses the importance of supporting agents through these changes and investing in their development to ensure a positive employee experience.

In conclusion, while there may not be a simple, one-size-fits-all formula for solving customer experience issues and driving growth, the emphasis on customer and employee experiences as key differentiators for brands is clear. By leveraging technologies like AI and prioritizing employee well-being, organizations can create memorable experiences that set them apart in their industries. Disney and Southwest Airlines exemplify how a focus on CX and EX can lead to success and differentiation in a competitive market.