Introduction

I remember the moment that changed my perspective on business forever.

Earlier on in my career, I led large-scale teams in the contact centre industry. One day, a significant HR decision was made—one that seemed small from the top but had a devastating effect on my team. Morale plummeted, service levels suffered, customer complaints increased, and suddenly, the business was struggling to maintain its once-exceptional service. That experience taught me something profound: when employees suffer, customers feel it too.  This event also motivated me to develop my career to become a HR leader, to prevent things like this happening to other businesses.

Fast forward to today, as one of the founding directors of Elev8 People, I’ve made it my mission to help businesses see what I learned the hard way—investing in employee experience (EX) is the key to unlocking business success. This blog will take you on a journey through real-world examples of companies that have mastered EX and, in turn, transformed their customer experience (CX).

The Turning Point: Why Employee Experience Matters

Imagine walking into a coffee shop where the barista greets you with genuine enthusiasm, remembers your order, and chats with you about your day. Now imagine another shop where the employee barely makes eye contact, rushes through your order, and seems disengaged. Which one would you return to?

This is the power of EX in action. When employees feel valued, motivated, and empowered, they bring that energy into every customer interaction. Studies prove this.  Companies with high EX scores significantly outperform their competitors, with engaged employees driving 147% higher earnings per share.

But this isn’t just about statistics, although these are helpful to build a business cae to invest in your EX. It’s about people. It’s about leaders who take the time to listen to their teams, companies that build cultures of trust and support, and employees who, in turn, create unforgettable experiences for customers.

The Ripple Effect: Companies Who Get It Right

Let’s look at some businesses that have cracked the code.

Timpson: A Story of Empowerment

Years ago, Timpson, the UK retailer, made an unusual decision. Instead of micromanaging employees, they handed over control. They implemented an "upside-down" management system, allowing frontline workers to make customer-focused decisions without waiting for approval.

The results? Happier employees, more loyal customers, and record-breaking customer satisfaction scores.  The business benefit, a healthy level of profitable growth.

Octopus Energy: The Culture of Innovation

Picture a company where employees are encouraged to experiment, innovate, and challenge the norm. That’s Octopus Energy. Their leaders have cultivated a workplace where staff feel heard and valued, leading to groundbreaking customer service innovations. In 2018 they had 198 000 customers.  Today, they have overtaken British Gas as the UK’s largest household energy supplier—not just because of their technology but because of their people.

The Southwest Airlines Secret

I enjoy looking at Southwest airlines on TikTok. There is so much love for the brand.  Have you seen the videos showing flight attendants often turned a routine safety announcement into a stand-up comedy act, making the entire plane burst into laughter.

This wasn’t an accident. Southwest has spent decades fostering a culture where employees are encouraged to bring their personalities into their roles. Their leadership believes that when employees feel free to be themselves, customers feel more connected to the brand. It’s no surprise that they’ve consistently ranked as one of the best airlines for customer satisfaction.

The Onboarding Experience: A Pivotal Moment

Think back to your first day at a new job. Were you welcomed warmly, introduced to your colleagues, and given the tools to succeed? Or were you left to fend for yourself, unsure of what was expected?  How did that make you feel about the organisation you joined?

Zappos understands the power of onboarding. They run a culture first on boarding programme and at the end of week 4 they offer new hires a choice.  Stay and keep on boarding into your new role or take $2,000 to leave if you do not feel aligned with the cultural values. Why? Because they know that cultural alignment is everything. A well-integrated employee is far more likely to thrive and contribute to a better customer experience.

Sustaining the Magic: Beyond the First Six Months

A great start is crucial, but what happens next? Richard Branson famously said, “Take care of your employees, and they will take care of your customers.”

Successful businesses don’t stop investing in EX after onboarding. They implement:

  • Regular check-ins and pulse surveys.
  • Career growth and learning opportunities.
  • Recognition and rewards for high performers.
  • A data-driven approach to refining EX strategies.

If as an HR expert you are reading this and thinking nothing ground breaking here, you are right.  But can you honestly say your organisation executes these kind of things brilliantly and does them consistently?  The answer to this is often no, as People Teams are often getting smaller, more fires to put out, restructures to implement, and these kind of things get de prioritised. 

Conclusion: The Never-Ending Journey

I often tell businesses, “EX isn’t a project, it’s a philosophy.” The best companies understand that investing in their people isn’t just about retention or engagement. It’s about creating an ecosystem where employees thrive, customers feel the impact, and businesses reap the rewards.

If my journey has taught me anything, it’s this: Happy employees → Happy customers → Business success.

Want to continue the conversation? Let’s connect on LinkedIn or book some time with me here