Editorial
A few weeks ago, I walked into a well-known coffee chain where I had worked as a teen. It was a great first job — a way to earn some weekend pocket money. Despite it being a weekend job, we received thorough training and were tested to ensure exceptional customer service. That level of care and attention left a lasting impression, and I've carried those lessons forward into my career.
But what I encountered on my recent visit was far from the vibrant atmosphere I remembered. The employees seemed deflated, low energy — even the "Have a nice day" felt robotic, uttered without eye contact or sincerity. It felt like I had inconvenienced them just by showing up.
We've all had bad days. I’m quick to consider what someone might be going through and to extend empathy in such moments. But this wasn’t just one or two people having a rough time — it was every employee I interacted with. Their uniform lack of engagement spoke volumes.
It made me reflect on the relationship between employee engagement and customer experience. Sure, the coffee was fine. But I left feeling strangely deflated. Why? Because relational energy matters — a lot more than we give it credit for. The energy employees bring to their work directly influences how customers feel when they leave. You can only have a great, energizing customer experience if your employees are engaged, motivated and bring positive energy to the table.
The Link Between Employee Engagement and Customer Experience
The concept of relational energy is crucial in understanding the connection between employee engagement levels and the experience they offer customers. Relational energy is the energy that passes between people in interactions. It’s invisible, but you can feel it, whether positive or negative. When employees are energized, they transfer that energy to the customer, creating a dynamic, enjoyable interaction. On the flip side, burnt out or disengaged employees' energy is just as palpable, creating a dull and unsatisfactory experience for customers.
Research consistently shows that businesses with highly engaged employees outperform those with lower engagement in customer satisfaction, loyalty and profitability. In fact, according to Gallup research, companies with engaged employees have 10% higher customer loyalty ratings and 23% higher profitability. As Gallup states,
Engaged employees are knowledgeable and attentive. They take personal ownership for making customers happy, and they are willing to go the extra mile. They believe in what they are selling. In short, they create remarkable customer experiences. They create 'Wow!' moments that make customers buy more, spend more and come back for more.
This isn't a coincidence. It’s because engaged employees bring their best selves to work, and that enthusiasm and commitment translate into better service.
Think about your own experiences as a customer. When you walk into a place and the employees are clearly happy to be there, they smile, ask questions and genuinely engage with you. You leave that experience feeling good, and share it with friends or leave a positive review. Now compare that to when the staff seem uninterested, going through the motions. You may not even notice how the product or service was because you're left with a sour feeling due to the energy of the people you interacted with.
This is why it’s not enough for businesses to focus solely on product quality or price. A company’s success is deeply intertwined with how employees feel at work and how that translates into their interactions with customers.
Related Article: Forget Customer Experience. Forget Employee Experience. Enter Total Experience
How to Build an Engaged Workforce for a Great Customer Experience
What can businesses do to ensure their workforce is energized, engaged and capable of delivering the kind of customer experience that leaves people feeling uplifted and satisfied? Here are some key considerations:
1. Prioritize Employee Well-Being
The foundation of a great customer experience is a healthy, energized workforce. When employees feel valued and supported, they’re more likely to bring their full mental and emotional energy to work. Companies should invest in well-being programs, encourage work-life balance and foster a supportive work environment where employees can openly communicate about their needs and challenges. Well-being isn’t just about perks like gym memberships or free snacks — it’s about creating a culture where employees’ emotional and physical health is prioritized. When people feel good, they do good work, and that energy is contagious.
2. Foster a Sense of Purpose
Engaged employees are those who find meaning in their work. This doesn’t mean everyone has to be passionate about their job, but employees should understand how their role contributes to the broader organizational goals. This sense of purpose can be cultivated by clearly communicating the company’s mission and values and by regularly showing employees how their work makes a difference. When people feel that their work has meaning, they’re more motivated, and that enthusiasm shines through in their interactions with customers. Everyone wants to feel like they matter and that their work matters.
Related Article: Build Organizational Purpose Into Your Talent Systems
3. Invest in Leadership Development
A team's energy is often a direct reflection of its leadership. Leaders help shape the work environment and set the tone for employee engagement. Organizations should invest in leadership development programs that emphasize the importance of emotional intelligence, relational energy and team well-being. Great leaders know how to inspire their teams, keep energy levels high and address burnout before it becomes a problem. When leaders model positive energy, it trickles down to the rest of the team and ultimately to the customers.
4. Create Opportunities for Growth and Learning
Employees who feel stagnant in their roles are less likely to be engaged. Offering opportunities for growth, whether through professional development, training programs or internal mobility, keeps employees motivated and invested in their work. By continually developing their skills, employees not only improve their performance but also feel a sense of accomplishment and progression. This growth mindset leads to higher energy levels and a more dynamic approach to customer service.
5. Cultivate a Positive Workplace Culture
The culture of an organization is its heartbeat. A positive, inclusive and collaborative culture fosters energy, creativity and engagement. Celebrate wins, encourage open communication, and make it clear that everyone’s contributions are valued. When employees feel like they are part of a team that cares about them as individuals, they’re more likely to bring that same level of care to their interactions with customers.
Related Podcast: Udemy's Melissa Daimler on How to Intentionally Design Corporate Culture
Remember: Vibrant Employees Create Vibrant Experiences
It’s easy to overlook the importance of relational energy in business. But as I experienced in that coffee shop, the energy employees bring to their work has a profound impact on the customer experience.
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By prioritizing employee well-being, fostering a sense of purpose, investing in leadership, providing opportunities for growth and cultivating a vibrant workplace culture, companies create not just engaged employees, but truly energized teams. This energy is what drives meaningful, memorable customer interactions that go beyond the transactional. When employees feel empowered and valued, they bring enthusiasm and care into every customer experience, leaving lasting impressions that build loyalty and trust.
In the end, businesses that recognize the power of relational energy will rise above the competition, because the lifeblood of an exceptional customer experience is an energized, motivated workforce. It’s not just about great service — it’s about creating a dynamic flow of positive energy that fuels success from the inside out.
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