Observed Signal · Jul 20, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
CX + EX: The Formula for a Customer-Obsessed Culture
This CMSWire analysis argues that brands seeking a customer-obsessed culture must also prioritize employee experience (EX). Experts from Dash Network, Verint, and SugarCRM contend that CX and EX are deeply intertwined: high employee engagement correlates with higher profits, sales, and customer satisfaction, while lower turnover reduces costs. The article stresses the importance of C-level sponsorship, unified data collection, analytics tools, and AI/ML to surface engagement insights. It also highlights growing adoption of Voice of Customer (VoC) and Voice of Employee (VoE) programs, driven by staff shortages and hiring costs. SugarCRM's Chris Pennington warns that understaffing during the Great Resignation is creating a 'Great Customer Resignation,' where skeleton crews erode brand loyalty. Verint's David Singer recommends automated, scalable engagement solutions to achieve CX goals alongside EX excellence.
Detailed analysis of the CX/EX convergence with insights from Dash Network, Verint, and SugarCRM; relevant to MarTech and customer experience technology adoption but not a discrete industry-shifting event.
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Key Takeaways & Evidence Grounding
- The article was published by CMSWire on July 20, 2022.
- Sherril Hanson of Dash Network said excellent CX is difficult to achieve without excellent EX.
- David Singer of Verint said organizations should prioritize investments in customer engagement and experience with automated, scalable solutions.
- Chris Pennington of SugarCRM coined the term 'Great Customer Resignation' to describe the CX impact of staffing shortages.
- The article states that high employee engagement is linked to higher profits, higher sales, and higher customer satisfaction.
Connected Companies & Entities
2 Entities mapped“David Singer, vice president of product strategy at Verint, agreed that it's necessary to incorporate stakeholders and leadership from digit...”
“SugarCRM's chief customer officer, Chris Pennington, pointed out that customer and employee experiences are not two separate functions in th...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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CX Gap Persists After 20 Years Despite Billions Invested
Despite decades of investment in customer experience (CX) programs, a persistent disconnect remains between how companies perceive their CX and how customers actually experience it. Bain & Company's 2005 study found 80% of executives believed they delivered superior CX, while only 8% of customers agreed. Subsequent research by Capgemini (2017) and SAP (2026) shows similar gaps. The article argues that this 'delivery gap' is not a technology problem, but an accountability and culture issue. Root causes include measuring what's easy to report rather than actual experience, decorative feedback loops, and employee experience being deprioritized. As AI-driven CX investment surges, the author warns that automation without cultural and accountability fixes will merely scale the existing disconnect.
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