The Impact EO has on CX

Oct 30, 2024 Samantha Grace, VP of Sales

Improving customer experience (CX) remains a top priority for many companies. However, given modern customer expectations, delivering consistent and exceptional CX is no easy task. It requires specialized expertise, cutting-edge technology, and the ability to scale operations quickly. This is why many organizations turn to outsourcing, trusting experienced BPOs to handle their customer-facing operations while they focus on their core business.

However, many overlook the critical factor that influences CX – the employee experience (EX). Research has consistently shown that a strong EX leads to improved customer outcomes.  As a 100% employee-owned business process outsourcing (BPO) provider, ACT elevates EX by removing employee process friction and fostering a deeper sense of personal ownership, accountability, and commitment. As a result, employees are not just workers but stakeholders whose motivations are uniquely aligned to the clients’ (partners’) success, enhancing customer care quality and fostering long-term relationships.

Here’s why working with ACT, a 100% employee-owned BPO, can give you a competitive edge:

1. Personal Investment in Partner Success

In a traditional organization, employees may feel disconnected from the company’s success, but that’s not the case at ACT. As owners, our employees are deeply invested in the outcomes of the business. This investment leads to higher engagement, commitment, and a personal drive to deliver value for partners.

Engaged employees drive better business outcomes. For instance, companies with highly engaged workers report 20% higher sales, according to Gallup. At ACT, employee-owners’ success is intertwined with partner success, so they’re motivated to go above and beyond to ensure consistently excellent CX.

2. Happy Employees Create Happy Customers

As noted in an article written by industry analysts Execs in the Know, “happy employees make for happy customers.” A positive EX has a direct correlation to CX, especially in industries with high-touch customer interactions. When employees are engaged, fulfilled, and empowered, they are more likely to deliver empathetic, personalized care that resonates with customers.

In fact, companies that actively engage employees have customer loyalty rates 233% higher than those that don’t, according to Aberdeen Group. At ACT, we’ve built a culture of ownership that ensures every employee-owner has a stake in delivering customer satisfaction and retaining loyal partners.

3. Employee Ownership Drives Innovation and Accountability

One of the most powerful aspects of employee ownership is the sense of responsibility it fosters. When employees know they are stakeholders in the company’s performance, they are more likely to innovate and take initiative. According to research from Harvard Business Review, companies with strong EX practices have twice the rate of successful innovations and industry-adjusted Net Promoter Scores (NPS) that are twice as high.

At ACT, this spirit of innovation is embedded in our employee-owners’ DNA. Whether it’s identifying new ways to streamline customer care processes or leveraging AI to improve efficiency, our employee-owners are always looking for ways to enhance care delivery for partners. We have grown 100% organically, due to our consistent exceptional performance and delivery for our partners. This organic growth has fostered a cohesive, unified culture of excellence that permeates every level and function of our business, driving even stronger CX and EX results.

4. Reduced Turnover Improves Partner Continuity

Turnover is a major challenge for many companies, especially in the contact center industry. High employee churn can disrupt care continuity and lead to inconsistencies in customer interactions. Employee ownership changes that dynamic by fostering long-term commitment.

Engaged teams have 24% to 59% lower turnover than disengaged teams, according to Gallup, and this stability helps ensure smoother partner experiences, less disruption, and a more skilled workforce.  Since converting to an employee stock ownership plan (ESOP), ACT has seen a 31% reduction in employee attrition, which means our partners benefit from a more consistent, knowledgeable workforce that maintains high levels of customer care over time.

5. Faster, More Nimble Decision-Making

As a 100% employee-owned BPO, ACT operates with a delayered organizational structure that allows us to make decisions quickly and efficiently. This nimbleness is essential for adapting to partner needs and market changes in real time.

Research from Execs in the Know emphasizes the importance of removing friction from the employee experience to drive faster, more effective decision-making. When employees are empowered to act without bureaucratic delays, they can address customer issues more rapidly, resulting in a seamless customer experience.

6. A Holistic Approach to EX and CX

The link between EX and CX is undeniable, and forward-thinking companies are treating these two elements as interconnected rather than separate. Harvard Business Review emphasizes that companies must design EX and CX strategies that align, allowing employees to intuitively contribute to positive customer outcomes.

At ACT, we have mapped employee journeys to identify pain points and create solutions that benefit both our employee-owners and our partners. By addressing employee challenges that impact CX—such as outdated systems or insufficient training—we improve both the employee experience and the customer experience simultaneously.

7. Measurable Impact on Business Performance

The financial benefits of a strong EX are well-documented. According to Aon, A 5% increase in employee engagement can lead to a 3% jump in revenue. Moreover, engaged teams have 21% greater profitability, 17% higher productivity, and 10% higher customer ratings, as Gallup reports.

At ACT, we see these results firsthand. Our employee-ownership model not only fosters engagement but also drives performance improvements that positively impact our partners’ bottom lines. We continually measure EX and CX to ensure that we’re delivering the best possible outcomes for our partners.

Conclusion

Working with a 100% employee-owned BPO like ACT offers partners a unique and powerful advantage. Our employee-owners are deeply invested in partner success, driving engagement, innovation, and exceptional customer experiences. By prioritizing employee experience, we create a virtuous cycle where happy, empowered employees deliver superior results for our partners.

As more businesses recognize the critical link between EX and CX, the value of partnering with a 100% employee-owned BPO like ACT becomes even clearer. We’re not just your outsourcing partner; we’re your dedicated, engaged, and accountable team, committed to driving the results that matter most to you.

About ACT: ACT was founded 27 years ago on a winning formula – that the best solutions integrate Employee Experience (EX) + Customer Experience (CX) + User Experience (UX) + Digital Experience (DX) + Multi-experience (MX) for an outstanding Total Experience (TX) overall. We call it the Total Experience Formula™. Today, many of the world’s leading brands and Fortune 50 trust ACT to be an extension of their business to unlock their ability to respond quickly to rapidly changing competitive, business and compliance environments, to anticipate and scale for future needs, to outmaneuver their competition, to lower operating costs, to improve efficiencies, to drive revenue and increase customer engagement.

As a 100% employee-owned company, we have placed Employee Experience at the center of our business strategy because we know that engaged employees ensure the best customer outcomes. As shareholders in the business, our Employee Owners have a personal interest in delivering value to our partners, and their motivations are uniquely aligned to our partners’ success. When partners first come to us, we consistently find it to be an opportunity to transform their CX design and outcomes with a Total Experience approach, starting at the Employee Experience level.

ACT offers the operational expertise, technologies and best practices that you expect from a world-class BPO, combined with the innovative solutions, flexibility and individual attention that you can only get from a 100% employee-owned company. Learn more at our website www.acttoday.com.

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