Why people experience matters - the key to retaining customers and employees
Posted on 4th February 2025
The importance of people experience
The late, great Maya Angelou said it best –
“People may forget what we said. They may forget what we did. But they will never forget how we made them feel.”
We’ve all been there.
As paying customers – paying for petrol and the cashier, mobile phone crooked under their neck, is chatting to a friend, oblivious that we, a paying human being, are giving them our custom. Or – we’re trying to resolve a legitimate complaint, only to be faced with an employee intent on deflecting responsibility.
As employees – busting a gut to move a project forward or make a sale, with little or no recognition from the CEO for the efforts we’re making to boost his bottom line.
In both instances, we’re suffering from negative people experience. We’re being made to feel as though we don’t count - and people experience is just one, yet a significant, aspect of that all important engagement process.
The foundation of long-term business success
People experience is the foundation of long-term success for any business. How our customers and employees feel when they interact with our business shapes their loyalty and commitment. A positive experience builds trust and creates advocates for our brand. On the other hand, a poor experience leads to frustration, complaints, and turnover.
Our reputation doesn’t rest solely on what our company offers—it’s also shaped by how we make people feel.
Think about every interaction
A business that prioritises people experience will outperform competitors who only focus on short-term gains.
Focusing on people experience means considering every interaction, from initial contact to aftercare. Are our communications clear and helpful?
Do our team members feel empowered to deliver excellent service?
These small moments create lasting impressions.
Engaged customers and employees keep costs down
Improving people experience brings clear benefits. Engaged customers are more likely to stay loyal, make repeat purchases, and recommend our business to others. Positive word-of-mouth is one of the most powerful and cost-effective tools in our marketing armoury.
When customers feel valued, they won’t just stick with our brand—they’ll actively promote it. They’ll be our cost-free salesman. It might be through online reviews, social media posts, or face-to-face recommendations – or all of these. The truth is - happy customers help us to reach new audiences without the usual heavy marketing spend.
Motivated employees are more productive
Engaged employees also play a huge role in our long-term success. When our teams feel motivated, valued, and part of something meaningful, they’ll be more productive and committed. This sense of purpose will inevitably foster collaboration and creativity. Our people will feel they belong, and that’s an incredibly strong feeling - one which directly impacts customer experience.
Happy employees stay longer, guaranteeing lower recruitment, onboarding and training costs. By retaining talent, our business keeps its expertise, maintains consistency, and saves valuable time and resources. A stable team also builds stronger relationships with customers, adding an extra layer of trust and reliability.
Small changes generate large impacts
Taking steps like offering clear growth paths, celebrating achievements, and ensuring open communication can further strengthen engagement. Small changes to improve people experience have a significant impact on both employee satisfaction and customer retention.
Stronger connections drive growth
Focusing on people experience is about much more than avoiding losses—it’s about building momentum. When customers and employees feel appreciated and connected, our business benefits in so many ways.
For our customers, meaningful connections create loyalty that outlasts discounts or offers from competitors. When they feel valued, they’re more likely to support us when times are tough. This loyalty often translates into increased spending and long-term support, providing a steady revenue stream.
For employees, feeling part of a positive culture improves both morale and performance. Our teams will take pride in their work, support each other, and go the extra mile because they feel seen and respected.
Building a sense of belonging starts with recognising individual contributions and providing a clear sense of purpose. When we encourage collaboration and when we foster a supportive environment, we create a team that works toward shared goals and takes ownership of their roles.
Why people experience is a smart investment
Investing in people experience boosts both reputation and profits. Businesses that put people at the heart of their strategy build stronger relationships, improve their standing in the market, and stay ahead of the competition.
When we actively listen to feedback and show our commitment to customer and employee wellbeing, we create a cycle of trust and mutual respect. Small improvements—like streamlining processes, personalising communication, or recognising great work—all add up.
Our investment in people experience also helps future-proof our business. When customers and employees both feel valued, they’re more likely to stay with us during challenging times. This resilience strengthens our brand’s long-term stability and sets us apart from businesses that only focus on short-term gains.
Take the next step
Do you want to build stronger connections that drive growth? Then, this is where we help. At ConnectedCX, we understand engagement, and, most importantly, we understand people – how they work and how they feel. We’ll help you create meaningful experiences for your customers and your people.
Maybe it’s time for a chat.
We’d love to hear from you.
Tagged as: Customer Experience, Employee Experience
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