The Harmony Effect: Orchestrating Growth Through EX and CX
Tiffani Bova
Growth Strategist | Analyst and Advisor | Keynote Speaker | 2x WSJ Bestselling Author | 3x Thinkers50 | What's Next Podcast Host
Imagine your business as a finely tuned orchestra. Each instrument—employees, customers, and systems—must harmonize to produce exceptional results. Yet, too often, companies treat employee experience (EX) and customer experience (CX) as separate pieces, missing the crescendo that happens when they play in unison.
The Southwest Symphony
Southwest Airlines has long understood this harmony. Herb Kelleher, its co-founder, famously prioritized employees above all else, believing happy employees lead to satisfied customers, which drives growth. The results? Industry-leading customer service rankings and accolades like being named a "Best Employer for Women" by Forbes, "Best for Vets" by Military Times, and hundreds of other awards over its history.
However, the reality is that even the best brands can hit an unexpected roadblock if they miss the fact that human capital, even when they are happy, can’t make up for operational inefficiencies. It was a perfect storm at the end of 2022 when the airline had to cancel over 13,000 flights. Southwest was dealing with a travel boom, vicious weather, and a complete failure of its crew assignment system. The crisis underscores the risks of underinvesting in systems and redundancy, even when relying on a strong workforce. For an airline celebrated for its culture, this event highlights how even robust human capital can falter when structural vulnerabilities align, serving as a cautionary tale for any company that doesn’t balance people, process, technology, and culture [PPTC] in a more intentional way.
A strong culture has a much better chance of bouncing back. Southwest Airlines has demonstrated a robust revenue performance in 2024, achieving record figures in the first three quarters while it continues to champion EX and CX alignment through initiatives across its seven Employee Resource Groups (ERGs), and the Gratitude (SWAG) and Kick Tail™ programs, fostering peer recognition across teams. Additionally, its Leadership Education and Aircrew Development (LEAD) Center is a testament to its investment in upskilling employees, ensuring they’re equipped to deliver legendary customer experiences.
Data that Sings
Salesforce research highlights the hard numbers behind this approach. Companies that prioritize both EX and CX achieve nearly double the revenue growth of those that don’t. For a billion-dollar company, aligning EX and CX could mean $40 million in additional revenue annually. In the retail sector alone, improving employee longevity, skills, and cross-departmental experience boosts revenue per employee hour by over 50%.
But here’s the rub: while executives often pay lip service to the importance of EX, 88% of companies still prioritize CX at the expense of their employees. This tension undermines not just employee satisfaction but also customer loyalty and, ultimately, growth.
Breaking Free from the "Either-Or" Trap
How can your organization escape this cycle? Start by asking bold questions:
Southwest proves that success starts with intentional focus on EX. When employees and customers feel valued, the entire organization becomes a growth powerhouse. By creating programs that prioritize inclusivity, recognition, and skills development, Southwest demonstrates how EX-CX alignment isn’t just good for employees and customers—it’s good for business.
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Your Next Move 🎯
Don’t let EX and CX remain disconnected silos in your strategy. By aligning them, you create a flywheel effect that propels your business forward. After all, in this orchestra, it’s the harmony that creates the masterpiece. Are you ready to start conducting?
Mahalo,
Tiffani
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Chief Experience Officer at billquiseng.com. Award-winning Customer CARE Expert, Keynote Speaker, and Blogger
3wQUI TAKEAWAY: instead of focusing on “Profits over People”, envision “People First” as the foundation for everlasting business success. No longer are people taking second or third seats to customers or profits. This cultural transformation of “People First” will enthuse, energize, and empower people to develop, not the business, but themselves. When leaders create a GREAT experience for their people, their people will do the same for customers, and leaders will earn the loyalty of both. Without a focus on profits, profits will grow. The experiences and lives of everyone, the people and their customers and leaders and their businesses, will be enriched. Tiffani, I 👏 your post to express my appreciation and kudos for sharing your insight into EX and CX harmony. Well said and well done. Bravo! In appreciation and in the spirit of paying it forward, I offer this: ☝ Thank you for sharing your insight which prompted me to share mine. For that, I very much 💗 appreciate you.
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3wbalancing employee and customer experiences is key for growth. let's make that symphony perfect
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3wAligning employee and customer experiences is key to success.
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3wSouthwest Airlines’ story is a perfect example of how harmony in people, processes, and technology can drive both culture and results. This gives us all a lot to think about when it comes to orchestrating our own success.
Growth Strategist | Analyst and Advisor | Keynote Speaker | 2x WSJ Bestselling Author | 3x Thinkers50 | What's Next Podcast Host
3wHow do you ensure your technology investments are aligned with your people-first culture?