CX And EX: Why Nothing Is More Crucial To Your Company’s Future

Dr. Kami Hoss 

You don’t need a notepad to list the things that are more important to your company’s long-term success than customer experience and employee experience — because those things don’t exist. How your CX and EX perform in 2021 and beyond can determine your company’s financial performance and talent level. And, in a pure business sense, is there anything more important than those two ideas?

When it comes to CX, customers with excellent experiences are more likely to become brand ambassadors and have been found to spend 140% more on services than those who had poor brand experiences. For EX, consider how the pandemic has reshaped your employees’ expectations around flexible scheduling and working from home, two trends I believe will be around long after the pandemic. And while we’ve all read about how company executives need to offer as many hybrid positions as possible, there are a few more nitty-gritty details that go into today’s EX.

A year from now, if CX and EX do not represent a two-front victory for your company, I believe your business will be going in the wrong direction. Below are three of my tips on how to get started:

1. Find ways to build up both at the same time.

During the pandemic, I came to realize the importance of CX and EX at a higher level than before for my company’s locations, which perform pediatric dental and orthodontic care. After stay-at-home orders were put in place, instead of sitting on our hands while waiting to open again, my team launched a virtual lounge. When our offices could open back up in May, the virtual lounges let patients check in from their cars, do all their paperwork digitally and even stay entertained — all while drastically cutting down on potential germ-spreading interactions during a dental visit.

This was an important move because it positively affected my customers and my employees at the same time. Whenever you can achieve improvements for both CX and EX concurrently, take note and look for other ways to accomplish that double play. The retail industry, for example, adopted services for buying online and either picking up or returning items in store during the pandemic, which was not only convenient for germ-wary customers but also considerate of keeping sales representatives healthy and safe. From my perspective, finding ways to care for your team and your clients is a monumental kind of win for any brand.

2. Increase your data use.

Whether you’re using Facebook, Instagram, Twitter, Snapchat, TikTok, LinkedIn or another digital platform, it’s important to closely monitor how your services and products are performing based on the feedback you receive. In my business, for example, we use software that tracks likes, shares, comments and other signals to help us constantly gauge our CX in a way that’s not purely anecdotal. By applying what you learn from this data, you can use social media stats to help you drive better offline and online CX.

Data can also be used to improve EX. Due to the pandemic, my company invested in software for remote performance monitoring of our various offices. This software helped us operate facets of the business from anywhere, and it gave our front-office employees the ability to stay safe and access data so they could support employees who were busy helping patients. Consider whether there is any data that could be leveraged in your company to help your team do their jobs better.

3. Give them control.

Let your customers and employees curate their own experience with your company. One of the best moves I ever made as a company founder was offering my core patients — children — the chance to control their customer experience. For example, our locations are superhero-themed and give kids video entertainment choices while they get their teeth cleaned or straightened. And we extend control over our brand experience even further by offering them age-appropriate augmented and virtual reality experiences for mobile and laptop devices while they are either waiting for service or just relaxing at home.

For EX, the data I mentioned in Tip No. 2 can also give your employees more control. Ensure managers and supervisors in your company feel empowered to make decisions on their own, based on the new influx of data they have access to. I’ve found this empowerment has bolstered team morale in my own company’s offices during a time that was tough for everyone around the world, and I am confident that delegating more decision-making will continue to improve our EX. Furthermore, I believe this type of autonomy can help you recruit the best and brightest for every position going forward.

In summary, the best way to keep your company thriving in the 2020s is to maximize your CX and EX whenever and however possible. Therefore, I encourage you to put my tips down on your notepad — which should still be otherwise empty because there are no other topics more crucial to your business’s success.


Dr. Kami Hoss is the c0-founder and CEO of The Super Dentists and Howard Healthcare Academy. He brings 25 years of experience growing businesses. Read Kami Hoss’ full executive profile here.

This article was originally posted on on 4/27/21. 

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About the Author

About Dr. Kami Hoss

Dr. Kami Hoss is a nationally sought-after expert with a master’s in craniofacial biology from USC, a doctorate in dental surgery from UCLA, and a post-doctorate in orthodontics and dentofacial orthopedics. With over 25 years of experience in the dental field, Dr. Hoss is a #1 National Best Seller author frequently featured on NBC, ABC, FOX, NPR, and CBS affiliates, and founder of The Super Dentists, one of the leading multi-specialty dental practices in the country.

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