In today’s rapidly evolving digital landscape, organizations are increasingly recognizing that the path to sustainable business growth and talent retention lies at the intersection of employee experience (EX) and customer experience (CX). No longer can these two domains operate in silos—modern digital transformation demands a holistic, journey-based approach that unites the needs of employees and customers alike. At Publicis Sapient, we have seen firsthand how mapping and optimizing parallel EX and CX journeys can unlock new levels of agility, innovation, and value across industries, from consumer products to health insurance.
Historically, employee experience has been undervalued in digital transformation initiatives, often overshadowed by the drive to enhance customer-facing platforms and services. However, research and real-world results show that breaking down the barriers between EX and CX can lead to significant business outcomes. For example, a recent Salesforce survey found that organizations integrating EX and CX strategies can achieve revenue growth of 50% or more. This is especially critical in sectors like consumer products, where the competition for digital talent is fierce and the ability to deliver seamless customer experiences is a key differentiator.
As Zachary Paradis, Global Vice President of Customer Experience and Innovation at Publicis Sapient, puts it: “Every employee is a customer. And therefore, EX is CX. You have to take a journey-based approach.” This philosophy underpins our work with clients, where we design and implement parallel journeys that address both the needs of employees and the expectations of customers.
A journey-based approach means looking beyond isolated touchpoints to understand the full arc of both employee and customer interactions. For employees, this might include recruiting, onboarding, engagement, knowledge management, and ongoing learning and development. For customers, it spans awareness, purchase, service, and loyalty. The magic happens when these journeys are mapped and optimized in tandem.
Consumer products companies face acute challenges in attracting and retaining top tech talent. With over 117,000 open positions in the U.S. CPG sector alone, firms are competing not just on salary, but on the quality of the employee experience they offer. Publicis Sapient helped a leading group of television networks reimagine their onboarding process by developing a self-service EX journey. This digital solution streamlined everything from travel bookings to payment data, reducing manual effort and improving both employee satisfaction and operational efficiency. By treating the employee journey with the same rigor as the customer journey, the organization was able to reduce churn and accelerate digital growth.
In the health insurance sector, the link between EX and CX is even more direct. Publicis Sapient partnered with a North American health insurer to overhaul the experience for both employees and end users. Employees were previously burdened with 20 different platforms to process claims, while patients could only submit a fraction of their information digitally. By conducting employee interviews and mapping the EX journey alongside the CX journey, we simplified processes, improved satisfaction, and enabled the company to do more with fewer resources—all while enhancing the customer experience for doctors and patients.
Organizations looking to break down silos and drive holistic digital transformation can take several practical steps:
At Publicis Sapient, we believe that digital transformation is not just about technology—it’s about people. Our cross-functional teams bring together expertise in strategy, data, technology, and experience design to deliver end-to-end solutions that are both visionary and practical. We don’t just advise; we build, implement, and iterate alongside our clients, ensuring that both employee and customer journeys are continuously optimized for impact.
By uniting EX and CX through journey-based approaches, organizations can unlock new sources of growth, resilience, and competitive advantage. Whether you’re in consumer products, health insurance, or any industry facing the challenges of digital disruption, the time to break down silos and reimagine experience is now.
Ready to modernize your workforce experience and drive holistic digital transformation? Connect with Publicis Sapient to learn how our experience design solutions can help you move from now to next.