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Customer Experience

EX & CX: The virtuous cycle | Jessica Noble | Engati CX

June 3, 2020

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

Customer Experience expert and proponent of positive Employee Experiences, Jessica Noble joined us on the Engati CX Show to show us how EX & CX actually form a virtuous cycle.

Jessica noble on the virtuous cycle

CEO of Magnetic Experiences, Jessica has been driving business strategy and customer experience optimization & transformation throughout organizations for nearly two decades.

She has 15 years of experience in providing business advisory services for mid-sized as well as Fortune 50 companies.

Her experience includes leading 5 enterprise-wide, multi-year customer experience, and digital transformations and facilitating hundreds of solution road-mapping, journey mapping, prioritization and strategic planning workshops over her career.

She has deep expertise in Professional Services, SaaS, Contact Centers, Retail and Distribution verticals.

EX & CX- A Video with Jessica Noble

The Virtuous Cycle of EX & CX

This section will contain a summary of our interview with Jessica Noble on EX & CX. But, if you like to listen to the entire interview, we have our Spotify Podcast embedded below this section.

How is profit an outcome of the value creation and not the other way round?

You need to provide what your customers perceive to be valuable. You may feel like something you're providing is valuable to them, but they may not think so.

So, make sure you're providing value to them, and when you do this, then the profits will flow in.

So often, we have a brilliant idea and we spent time and energy building it up and designing it, but then nobody wants it. Getting feedback from your customers earlier would make life much easier for them.

How can customer churn be controlled significantly, and how does this reduction add to margins in the long run?

Quite often, we try to make our products all comprehensive, but we end up making them too difficult to use. And if something's hard to use, customers will not stick with it.

Engati recognizes this, that's why we allow our customers to build chatbots on an easy to use, no-code platform.

Reducing churn certainly adds to margins in the long run.

Research shows that it's about 5-7 times more expensive to acquire a new customer as compared to retaining a current customer.

Increasing customer retention increases profits anywhere from 25% to 95%.

The probability of selling to a new customer is 5-20%. But the odds of selling to an existing customer is around 60-70%.

We can control churn by focusing on providing customers with as much value as possible, as quickly as possible. Timed value can be very important. The faster you can provide value to them, the better they feel about it.

Show your customers how to use your product better. Help them gain more value from your product. Help them envision what they can do with your product. If you show them more ways to use your products, the more inclined they will be to buy your products and keep buying them.

Does employee experience drive customer experience? How essential is it to fix employee experience for a superlative customer experience?

Jessica says that employee experience does drive customer experience, but culture and leadership drive both.

If you're trying to create better employee and customer experiences, but you don't have strong leadership and healthy culture, you're fighting an uphill battle.

Employee experience and customer experience feed off each other. You can either have a vicious cycle of mistreated employees not helping the customers and consequently, annoyed customers frustrating the employees or, you can have a virtuous cycle.

In a virtuous cycle, well-treated employees look after the customers and consequently, the customers are nicer to the employees. This builds up, gaining power as it goes.

You need to figure out how to enable your employees (technology is a key piece of enablement) and how to empower your employees to do the right thing for the customers.

This depends on their role, their background and their experience. So, you may have some teams that you empower a lot and others that are very confined by a narrow set of things they do for their customers.

But, if you don't enable your employees with technology, they'll be running around, trying to fill the gaps in the technology. And even if the customer eventually gets what they want, you're still slowing the process and making them wait longer.

A great way to create better EX & CX would be to talk to the employees who are actually interacting with your customers. They know your customers better than anyone else.

You’ve spoken about “The 5 Mistakes You Don’t Know You’re Making to Drive Customers Away”. Can you briefly give us a gist of these mistakes?

These mistakes are very common and most fast-growing businesses are making these mistakes. If you're going through substantial revenue growth, it's likely that you're making these mistakes. We'll go through a few of these mistakes here.

The first one is being in denial. A lot of these companies were founded to be customer-centric. But the experience that they provided years ago shouldn't be the same experience that you're providing now. If you've added resources, you need to improve your experience.

The next thing is focusing on too many things. Too many internal projects. You're stretching yourself thin.

Jessica had seen this with a SaaS company that she worked with. Their original product is the best one on the market, but they spun off a lot of other products which were not so good. That tarnished the brand's reputation.

Another mistake is not focusing on your ideal customer. Trying to be all things to all people can be very expensive. For example, if you go to IKEA, and you get top-notch service but extremely high prices, you're not going to be happy with that experience.

And if you go to Neiman Marcus and get IKEA-level service, you're not going to be too happy.

if you try to be all things to all people, you'll end up with a lot of unhappy customers. But, if you just focus on your ideal customers, you'll do much better.

How can chatbots be a smart investment? What advantages do you think they bring in?

Jessica puts companies into 3 categories- The jugglers, the strugglers and the front-runners.

The jugglers are the ones who now have more business than they ever had before. This includes the Amazons , the distribution centres, shipping and delivery companies, emergency rooms, and protective gear manufacturers.

Intelligent Chatbots can be a great investment for the jugglers. They can't hire people fast enough to expand their capacity. One of the best things they can do is automate the routine tasks to free up the capacity of their existing teams.

If a chatbot handled the routine questions they received from customers, that would allow the employees to properly handle the things that need a human involved.

Jessica advises them to look for the places where you can free up the most productive time for their existing employees.

Make your employees more productive

Free up more time for your employees to focus on tasks that actually need human efforts.

Get started with an Engati chatbot today!

EX & CX: The Virtuous Cycle: A Spotify Podcast with Jessica Noble

Engati CX

We hope this helped you understand how EX & CX drive each other and create a virtuous cycle.  Engati CX will be back with a new expert in a new episode soon. Stay tuned.

Find Jessica Noble

Reach out to Jessica on LinkedIn and Twitter, she'll be glad to help you create better experiences for your customers.

And check out her website, Magnetic Experiences, she's launching a free e-book really soon.

More from Engati CX

Now that you've learned how EX & CX drive each other, it's time to learn about the tiny moments that build trust for brands.

Catch our interview with Jeannie Walters on the power of micro-moments.

Check out the 200 CX Thought Leaders to follow for 2021!


Andy is the Co-Founder and CIO of SwissCognitive - The Global AI Hub. He’s also the President of the Swiss IT Leadership Forum.

Andy is a digital enterprise leader and is transforming business strategies keeping the best interests of shareholders, customers, and employees in mind.

Follow him for your daily dose of AI news and thoughts on using AI to improve your business.

Catch our interview with Andy on AI in daily life

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