In the rapidly evolving world of financial services, the pursuit of exceptional customer experience (CX) is a well-established imperative. Yet, a critical driver of CX is often overlooked: the employee experience (EX). As digital transformation accelerates and customer expectations rise, the connection between EX and CX has never been more vital—or more impactful on business growth.
Financial institutions have long invested in customer-facing innovations—personalized digital banking, seamless onboarding, and omnichannel support. However, the true differentiator lies in the experiences of the employees who deliver, support, and enable these services. When employees are empowered with the right tools, processes, and support, they are better equipped to create memorable, efficient, and personalized experiences for customers.
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 financial services, where trust and loyalty are paramount, these gains translate directly into higher customer lifetime value (CLV) and sustainable growth.
The connection between EX and CX is not just theoretical—it’s measurable. For example, 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 High employee turnover, outdated systems, and fragmented processes create friction for both employees and customers, resulting in lost revenue and diminished brand loyalty.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 financial institutions modernize both customer and employee experiences in tandem, they unlock new efficiencies and value. A major bank, for instance, 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.
To truly transform, financial institutions 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.
Publicis Sapient’s CEmX platform approach exemplifies how to modernize EX and CX together. The process begins with an Experience Lab to define a shared vision based on real customer and employee needs. From there, organizations develop actionable plans, validate concepts through proof of concept, and scale solutions using agile delivery. This integrated, iterative approach addresses common obstacles such as legacy systems, data gaps, and misaligned business capabilities.
By aligning technology, data, and human-centered design, financial institutions can:
Experience-led transformation is not a one-time project—it’s a continuous journey. As financial institutions 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.
At Publicis Sapient, we help financial services leaders unlock the full potential of the EX–CX connection. Our proven methodologies, data-driven insights, and deep sector expertise make us the partner of choice for institutions ready to drive measurable growth through integrated experience transformation.
Ready to transform your employee and customer experience for sustainable growth? Connect with our experts to start your journey.