In today’s digital-first world, organizations are racing to deliver seamless, personalized, and memorable customer experiences (CX). Yet, a critical lever for achieving this goal is often overlooked: the employee experience (EX). At Publicis Sapient, we know that the most successful business transformations are those that address both sides of the equation—empowering employees to deliver the kinds of customer experiences that drive loyalty, growth, and competitive advantage.
The relationship between EX and CX is more than a correlation—it’s a powerful synergy. Employees who are engaged, equipped with the right tools, and supported by a culture of innovation are better positioned to understand and meet the evolving needs of customers. When organizations invest in their people—through digital enablement, service design, and cultural transformation—they create a workforce that is agile, motivated, and aligned with the company’s customer-centric mission.
Research shows that improvements in employee experience can increase revenue by as much as 50% and operating profit by up to 45%. Companies investing in EX see a 73% improvement in productivity and a 75% boost in customer satisfaction. In industries where trust and loyalty are paramount, these gains translate directly into higher customer lifetime value and sustainable growth.
The connection between EX and CX is not just theoretical—it’s measurable. Insufficient or disengaged frontline staff can lead to poor customer service, even in highly digital environments. High employee turnover, outdated systems, and fragmented processes create friction for both employees and customers, resulting in lost revenue and diminished brand loyalty. Conversely, when organizations modernize both customer and employee experiences in tandem, they unlock new efficiencies and value.
For example, a major bank consolidated 14 disparate employee systems into a single interface, reducing training time, decreasing turnover, and shortening customer wait times. The result: improved employee morale, faster service, and higher customer satisfaction. In retail, improvements in employee experience have been shown to increase revenue by as much as 50% and operating profit by 45%.
To truly transform, organizations must move beyond siloed approaches. Service design offers a holistic methodology that integrates customer and employee journeys from the outset. By mapping both frontstage (customer-facing) and backstage (employee-facing) processes, organizations can identify pain points, eliminate redundancies, and design seamless experiences that benefit everyone.
This approach—sometimes called CEmX (Customer and Employee Experience)—ensures that investments in digital tools, platforms, and processes deliver value across the board. For example, introducing intuitive self-service tools for customers also reduces the burden on support staff, freeing them to focus on complex, high-value interactions. Similarly, AI-driven insights can help employees anticipate customer needs, personalize service, and resolve issues more efficiently.
Based on our extensive experience, Publicis Sapient recommends the following best practices for organizations seeking to align EX and CX:
Experience-led transformation is not a one-time project—it’s a continuous journey. As organizations streamline operations and improve both EX and CX, they reduce costs, free up resources for innovation, and create more loyal, engaged customers and employees. This virtuous cycle positions organizations to thrive in a competitive, digital-first market.
What sets Publicis Sapient apart is our relentless focus on value creation for both employees and customers. Our multidisciplinary teams bring together expertise in strategy, technology, design, and organizational change to deliver end-to-end transformation. We understand that true digital business transformation is achieved when employees are empowered to deliver the experiences that customers truly value.
By bridging the gap between EX and CX, Publicis Sapient helps organizations build the foundations for sustainable growth, resilience, and innovation. If you’re ready to unlock the full potential of your people and deliver exceptional customer experiences, we’re here to help you lead the way.
Ready to transform your employee and customer experience for sustainable growth? Connect with our experts to start your journey.