Let’s face it: crafting values and customer promises is the ‘easy’ bit, especially now that anyone can put a prompt into ChatGPT and get a passable (if pretty generic) first stab at some company values. (If that first stab doesn’t include the words ‘passionate’ or ‘collaborative’, I’ll eat my hard drive). But translating them into genuine, impactful experiences delivered by real life people? That’s where most organisations stumble.

Employee Experience Strategy: The Key to Outstanding Customer Experience

Customer experience begins with the employee experience. When they’re inspired, customers will feel the ripple effect. Your training programme isn’t just another initiative – it’s the key to unlocking the full potential of your brand.

Yet standardised ‘tick box’ training often fails to inspire employees let alone delight customers. If you want your brand to truly live, training must be dynamic, purposeful, and unapologetically aligned with your unique brand purpose and customer promises.

Too many training programmes fail for three simple reasons:

• No specificity: Generic content that doesn’t connect with your brand or its promise.
• Zero engagement: Dry, formulaic modules that drain enthusiasm instead of fuelling it.
• Bad timing: Training delivered “just in case” that misses the critical “just in time” moments.

Fixing these issues starts with rethinking training as a strategic tool, not a compliance exercise.

If you want to deliver exceptional training, it must work on three levels (we love things in threes):

1. Head: Equip employees with the knowledge of what to do and why it matters.
2. Heart: Inspire them with a sense of purpose that aligns with the brand promise.
3. Hands: Arm them with the tools and skills to execute consistently.

When all three align, your employees aren’t just trained—they’re energised advocates for your brand.

Here’s our top 10 tips for success to build an exceptional employee experience strategy:

1. Begin with the Brand
   Anchor every training initiative in your core brand purpose and customer promises. Employees must know what your brand stands for, what can customers expect from the brand, and how their role delivers the magic. The clearer the connection between action and impact, the more powerful the results.
2. Reflect your values in training design
   Training must embody your brand’s DNA. If you value simplicity, make your learning experience streamlined. If innovation defines you, bring creativity into every module. Think like a brand, not a training department.
3. Involve employees
   Co-create training with employees at every level. This isn’t just about buy-in; it’s about ensuring the training resonates with real-world challenges.
4. Keep It real-time
   Deliver learning when it’s most relevant. Employees don’t need another course to “file away”; they need actionable guidance in the moments that matter.
5. Create internal advocates
   Appoint employee champions to lead the charge. These influencers will amplify the brand’s energy, making the initiative authentic and unstoppable
6. Train managers as coaches
   Forget external trainers. Equip managers to become on-brand coaches. They’re the frontline in embedding culture and accountability.
7. Launch BIG
   Your first impression sets the tone. Kick off the training programme with an event that reflects your brand’s spirit. Surprise, delight, and set expectations high.
8. Small and powerful
   Bite-sized, engaging modules trump exhausting and ultimately forgettable marathon sessions. Focus on practical challenges and real solutions. And repeat.
9. Brand everything
   The look, feel, and tone of your training should reflect your brand. It’s not “just training”—it’s the heartbeat of your customer experience strategy.
10. Link to strategic goals
    Employee experience strategy training must connect to business outcomes. Use metrics such as NPS, employee advocacy, and customer satisfaction to track impact. And simplify success metrics into outcomes employees can actually influence. Clarity drives confidence and performance.

Ultimately, you want to empower autonomy without losing consistency. Rigid standardisation kills creativity. Train employees to deliver experiences that are brand-consistent but have the flexibility to be tailored to individual customers and delivered in a way that is authentic to the individual.  If you trust your people to act ‘on purpose’, they’ll be more engaged, more empowered and will deliver experiences that more customers will value.

Interested to know more? Get in touch to discuss your employee experience.