Whether you’re in B2B, B2C, or some combination thereof, successful marketing is driven by data. Data-driven marketing teams have an advantage when it comes to establishing ROI, and delivering effective campaigns. Behind the creativity, there are spreadsheets, formulas and analytical decision making.
But there’s an important factor that organizations often forget: the employees. When companies make the mistake of treating employees like cells in a spreadsheet, things fall apart, including marketing success.
The Link Between Employee and Customer Experiences
A recent ServiceNow and ESI ThoughtLab study found that 41% of the leading companies reported a greater market share and lower costs from balancing customer and employee experiences.
Furthermore, companies that offer a superior employee experience doubled their customer satisfaction (industry-adjusted NPS), according to a study by MIT Sloan School of Management.
A successful marketing strategy promotes value to customers, so any method that improves the customer experience, which increases customer referrals and positive reviews, should be a priority.