How Can You Integrate Customer and Employee Experiences?

Aon Best Employers make their employees feel valued and respected by treating them the way they treat their customers. So how can you do the same to engage and motivate your employees?

How Can You Integrate Customer and Employee Experiences?

12 Jan 2018 by  Zoe Gabriels

As customers increasingly gravitate towards social media to share recommendations and complaints, an organisation’s brand and reputation depends on the voice of the customer like never before. But in the same way, the influence of platforms such as Glassdoor and LinkedIn means that an organisation’s employees (or ex-employees) can be both their best and worst recruitment officers. The story a customer or employee will tell depends on the experience they have with the organisation.

Increasingly, evidence suggests that to be good at either the customer experience or employee experience, you need to be good at both.

Aon Best Employers excel at listening to their customers and their employees


Our research across Australia and New Zealand shows that Aon Best Employers are 21% more likely to seek input from their customers. According to their employees, Aon Best Employers are 25% more responsive than other organisations to the changing needs of their customers—a 15% increase from 2016.

Aon Best Employers are significantly more likely to listen to their employees’ suggestions: 78% of their frontline employees feel encouraged to think of ways to improve the customer experience, versus 58% of front line staff at other organisations.

Aon Best Employers treat their employees like customers

Essentially, employees at Aon Best Employers feel valued—because they are treated like a customer themselves. Their opinions and suggestions are listened to, and as a result, they feel more positively inclined towards the organisation and are more willing to put in discretionary effort.

However, Aon Best Employers also understand that the employee needs convincing of the organisation’s merits—just like a customer needs to be sold the organisation’s products. As a result, HR are increasingly partnering with Marketing and IT to brand the organisation to its people. Whether they are facing internal restructuring, a name change or redesigning their benefits options, Aon Best Employers differentiate themselves by both asking for their employees’ feedback and selling them the change.

What do Aon Best Employers do differently?

Organisations looking to harness their employees’ brand power require a fundamental mind-set shift: make your employees feel valued by treating them like a customer. Here are two practical ways that Aon Best Employers demonstrate this:

1. Your EVP doesn’t stop at recruitment.

Aon Best Employers continue marketing their employee value proposition (EVP) to their employees long after they’ve been hired. This can include literal brand marketing (distributing branded coffee mugs and stationery or banners around the office), improved communication of employee benefits or sharing case studies and customer testimonials through internal channels. Importantly, internal brand marketing is the result of a two-way dialogue between HR and employees—Aon Best Employers regularly seek employee input to ensure their EVP remains relevant.

2. Your talent has ideas too.

Aon Best Employers don’t just rely on customers for feedback, they make the most of an otherwise untapped resource—recognising that their front-line employees see and hear things from customers that senior leaders don’t. They create avenues for staff to share their observations—which have the dual benefit of providing leadership with new ideas and increasing employees’ perceptions of being valued and respected by their organisation.

Start a conversation with us

Want to find out how your people practices benchmark against Aon Best Employers across Asia Pacific, and how you can achieve exceptional levels of employee engagement in your organisation? Get in touch with us today!

About the Aon Best Employers programme

Aon Best Employers is a flagship programme, designed to improve your employee engagement, leadership effectiveness, employer brand, and culture to drive high performance. It is the most credible and comprehensive survey of its kind in Asia Pacific, and leverages on Aon Hewitt’s professional 3-tier assessment tools. Now in its 18th year, the Aon Best Employers programme runs across 11 markets in the region: Australia, China, India, Indonesia, Japan, Malaysia, Middle East, New Zealand, Philippines, Singapore, and Thailand. Find out how to participate now!

Zoe Gabriels

Zoe has over 12 years’ experience in HR and organisational development, working in internal roles within large organisations across the full HR spectrum in Auckland, Wellington and London. Zoe believes that the employee experience must adapt and evolve in new ways to the changing times we operate in and enjoys working with clients to design and deliver their ever-evolving engagement strategies.

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Zoe Gabriels
Auckland, New Zealand
Shruti Chhibber
Gurgaon, India
Tan Ghim Wee
Tan Ghim Wee
Singapore