Research: To Improve CX, Invest in EX

Last Updated April 29th, 2021

Ethan Beute, Chief Evangelist, BombBomb, Employee Experience, Customer Experience, Research, EX research, CX research, The Service Profit Chain

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Great employee experience (EX) drives great customer experience (CX). Great CX drives revenue growth. And great CX reinforces — but doesn’t drive — great EX. These are three findings from Forbes insights and Salesforce research. But what exactly do they mean?

If you want to drive revenue growth, you need to have great CX. If you want to drive great CX, you need to have great EX. In other words, a remarkable employee experience is a necessary precursor a remarkable the customer experience. You need to learn more about The Service Profit Chain – proven, causal links that let us know where to invest our next dollar if we want to generate revenue growth and profitability. And this episode introduces you to it!

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Rehumanize Your Business and Human-Centered Communication.

Today, I’ll share some connections about EX and CX that emerged while my longtime friend and BombBomb CMO Steve Pacinelli and I interviewed Mathew Sweezey of Salesforce for our new book.
Mathew Sweezey, Mat Sweezey, Salesforce, Director of Market Strategy, Chapter 5, Human-Centered Communication, noise, attention, trust, business book
In this episode, you’ll learn:

What The Experience Equation report from Forbes Insights and Salesforce tells us
What we can learn from The Service Profit Chain article from the Harvard Business Review
What key insights to take away from The Service Profit Chain book (published in 1997)
How internal service quality drives everything in your company


Research: To Improve CX, Invest in EX

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Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

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