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Three Pillars That Will Keep Your Brand Attractive to Customers, Employees, and the Rest of the World
The first X: Customer Experience (CX)
The first X that will keep your brand attractive is Customer Experience (CX). CX refers to all interactions, perceptions, and emotionsthat customershave with your company or brand throughout all customer journeys, from initial awareness to post-purchase support. It includes every touchpoint and interaction that a customer has with your company, including marketing, sales, finance, logistics, customer service, product or service delivery, and ongoing engagement. It even includes touchpoints your customers have with each other.
Positive vs. Negative Customer Experience
Depending on your industry and the type of product, service, or solution you offer, a positive customer experienceis mainly influencedby factors such as ease of use, personalized interactions, responsiveness, consistency, reliability, and satisfaction with the product or service.
On the other hand, a negative customer experience can result from factors such as poor service, long wait times, lack of communication, product issues, and unmet expectations. Negative experiences can lead to customer dissatisfaction, churn, negative word-of-mouth, and damagetoyourcompany'sreputation.
Prioritizing Customer Experience
If your company prioritizes customerexperienceyou will focus on delivering value, building relationships, and exceeding customer expectations at every touchpoint.Thisrequires understanding and meeting the needs and expectations of your customers, providing exceptional customer service, and creating memorable and meaningful experiences that build loyalty and advocacy. These companies invest in customer-centric strategies, theygather feedback, use data and insights to understand customer preferences and behaviors, and continuously improve and innovate to enhance all customer journeys.
The second X: Employee Experience (EX)
The second X that will keep your brand attractive is Employee Experience (EX).EX refers tothecollective interactions, perceptions, and emotionsthat employees havewith your organization.It includes all aspects ofemployees'interactions with your company, including recruitment, onboarding, training, development, work environment, culture, benefits, leadership, and overall workplace experience.
Positive vs. Negative Employee Experience
Yourcompany'semployee experienceis positively impactedbyfactors such asjob satisfaction, engagement, motivation,well-being, and a sense of belonging within the organization.Your employees will be attracted by opportunities for growth, recognition, feedback, meaningful work, work-life balance, and a supportive work culture.A strong employee experience can lead to higherlevels ofemployee retention, productivity, and overall organizational performance.
A negative employee experience can result in low morale, disengagement, decreased productivity, and lower turnover.Factors such aspoor communication, lack of recognition, inadequate resources, ineffective leadership, and toxic work environments can contribute to a negative employee experience.
Prioritizing Employee Experience
If your company prioritizes employeeexperienceit will invest in creating a positive work environment, fostering a culture of respect and collaboration, providing opportunities for development and advancement, and listening to employee feedbackto continuously improve the workplace. By focusing on employee experience, you can attract and retain top talent, enhance employee engagement, and create a more productive and fulfilling work environment.
Now let ustake alook at the third Xwhichis relatively new to most organizations but will have a growing impact on your future business.
The third X: Societal Experience (SX)
The third X is what I call'societal experience'.It refers tothe impact your company hason society as a whole, including customers, employees, communities, and the broader public.The societal experience of your companyis shapedby all its actions, values, policies, and practices, as well as its contribution to social issues, economic development, and environmental sustainability.
Positive vs. Negative Societal Experience
Your company has a positive societal experience by being socially responsible, ethical, and transparentin its operations.Thisincludesinitiatives such ascorporate social responsibility programs, philanthropic efforts, diversity and inclusion practices, environmental stewardship, and community engagement.Companies that prioritize their societal impact invest in building trust, loyalty, and goodwill among stakeholders, as well ascontributing to the greater good of society.
On the other hand, if your company has a negative societal experience due to actions that harm communities, exploit workers, or disregard environmental concerns, it may face public scrutiny, backlash, and reputational damage.
Prioritizing Societal Experience
Overall, the societal experience of your company reflects its role in society, its commitment to social responsibility, and its efforts to make a positive difference in the world beyond its core business activities. It isimportantto consider yourcompany'ssocietal impact and strive to create a positive and sustainable relationship with society that benefits both the company and the broader community.
Example: e5 fashion stores
A goodexample of a company that puts the threeX'sinto practice is e5, a chain of retail fashion stores in Belgium. E5 has almost 400employeesof whom 95% are women. For more than 40 years, e5 has been much more than an ordinary clothing store. E5 says it is"a warm meeting placewhere there isroom for personal contact and service. The customer is central and is part of a large family of people who love beautiful, stylish things. We stand for quality and want to get the best out of life together with you."E5 offers quality fashion with excellent service tailored to thecustomer'sneeds. Its biggest asset is employeesthat areready to help and inspire theircustomers,with knowledge and a personal touch.
e5 is more than this.
Take responsibility for yourimpact
It ise5'sstrategy to rank among the top in Belgian fashionin terms ofsustainability."That is why we take responsibility forthe impact we haveas a company: from the climate impact of our boutiques to the working conditions in our supply chain, from the quality and lifespan of our clothing to its circular use. Year after yearwewant to increase our positive impact with our Refive culture."e5 has called its sustainability program'Refive'whichrefers to the five pillars of the program:Respect, Reduce, Reuse, and Recycle, Refive(in Dutch and French).
Analyze your impact on people, society, and theenvironment
In 2023, e5 carried out a materiality analysis to assess where ithas an impact onpeople, society, and the environment and through which elements your company is affected, and to identify and manage stakeholders.During this materiality analysis, e5 examinedwhich are the most important groups of stakeholdersand mapped out their needs and expectations.E5 then also identified which environmental, social, and governance issues have thegreatestimpact on its businessoperations,or where e5 as a company has thegreatestimpact.These material issues were prioritizedine5'sfive pillars of sustainability: Respect, Reduce, Reuse, Recycle, and Refive, and include objectives and projects throughout the entire supply chain, from design to end of life.
“Surprise and delight the customer by paying attention to small details, personalizing their experience, and genuine appreciation. Beyond all, stand for something meaningful that aligns with their values. Embody a mission or a cause that goes beyond just a product or service.”
Howard Tiersky, Digital Transformation Influencer
In 2024, e5 will continue its dialogue with itsmainstakeholders, suppliers, customers, andemployees,to further test its strategy, guided by the European Sustainability Reporting Standards. E5 wants to be fully prepared for the upcoming European legislation, including the Corporate Sustainability Reporting Directive.
Put it intopractice
The 3X'shelp differentiating yourbrand
Customer Experience (CX), Employee Experience (EX), and Societal Experience (SX) are closely related and all interconnected. A seamless integration of these experiences can lead your company to improved customer, employee, and business partner satisfaction, loyalty, and advocacy, ultimately contributing to the success of a business. You can differentiate yourself from competitors, build customer loyalty, drive repeat business, and ultimately achieve long-term success and growth.
Consider the long-termimpact
To build a future-proofbusinessall companies should consider the long-term impact of their actions on the environment, society, employees, and customers. Today, people are increasingly conscious of their purchasing decisions andare drawnto brands that align with their values. Therefore, companies shouldstrive toadopt sustainable practices, support social causes, and prioritize ethical business conduct.By doing so, theynot onlycreate a positive impact on the worldbut alsocultivate loyal and engaged customers, employees, and business partners.
Curious to learn how you can craft a human-centered CX? Listen to this episode of the CX-Wise podcast featuring Sally Mildren (CEO and Managing Partner of Boss Lady Consulting and ClarityPX), as she shares the underlying principles of putting human at the center of your customer experience goals.
