Why Great Brands Invest in Employee Experience to Scale Customer Experience

  

Customer experience and employee experience are deeply connected, and without strong employee experience, brands struggle to deliver memorable customer interactions. Employees are the face of the brand, and how they engage with customers directly influences brand perception.

As Calvin Stovall, Chief Experience Officer of Iconic Presentations and hospitality expert, explains, “70% of a brand’s perception is shaped by its employees.” With over 30 years in hospitality and customer service, he believes that people are the heart of any brand. “Your people are your brand,” Stovall emphasizes, and without engaged, passionate employees, customer experience will inevitably suffer.

Finding the right people is crucial. Stovall highlights that leaders must hire individuals who genuinely care about delivering excellent service. Passion cannot be taught, and employees who care naturally go the extra mile to ensure positive customer experiences.

Once you find passionate employees, leadership plays a key role in nurturing that enthusiasm. A positive workplace culture, built by leaders investing in their employees’ growth and well-being, encourages staff to connect with the company’s mission. This engagement drives enthusiastic, meaningful customer interactions, ultimately shaping how your brand is perceived.

Consistency also plays a major role in building a strong brand. Stovall often cites companies like Enterprise Rent-A-Car, where rigorous training ensures that employees consistently deliver quality service. Confident, well-supported employees create smoother, more engaging customer experiences, which builds trust and loyalty.

Investing in employee experience brings tangible returns. Companies that hire and retain passionate employees reduce turnover and maintain a motivated, cohesive team. These employees, in turn, provide exceptional customer service, setting the foundation for a thriving, customer-focused brand.