Building customer experience through employee engagement

Former Starbucks chief executive Howard Schultz once observed, “If people believe they share values with a company, they will stay loyal to the brand.”

Yet while the battle to capture customers’ attention is often fiercely contested, building and sustaining their loyalty is a far more complex challenge.

In a world shaped by instant gratification, heightened expectations and constant choice, customer experience is no longer defined by a single interaction, but by the consistency, authenticity and care shown at every touchpoint.

Winning trust is one thing; keeping it is another entirely.

Nowhere is this more keenly felt than in sectors such as hospitality, leisure and entertainment, where reputation, repeat business and advocacy can determine long-term success or failure.

For businesses and organisations operating in these spaces, customer loyalty is not built through strategy documents or technology alone, but through the people on the frontline.

It is employees – their attitude, motivation and sense of purpose – who shape the moments that customers remember, return for and recommend.

Exploring this inextricable link between customer experience and employee engagement, multi-platform publisher NET and digital engagement solutions firm Motivait today (February 4) hosted The ‘Special’ Relationship: Why customer experience depends on employee engagement at The Catalyst on Newcastle’s Helix development.

Hosted by NET editor-in-chief Steven Hugill and attended by more than 70 guests, the event featured two panel discussions, with industry leaders sharing real-world insight and practical approaches to delivering meaningful impact across both customer and employee engagement.

The panel brought together Sarah Medcalf, head of supporter services at Newcastle United Football Club; Lauren Mallon, people director at Marks & Spencer Food; Simon Bray, an executive coach and former Santander UK senior leader; Tom Shanks, director at Bell & Shanks and Blueline Group; and Nicholas Shottel, operations director at 21 Hospitality Group.

And the consensus was clear: whether dealing with customers in a bank or a store, passengers in the back of a taxi, 52,000 supporters on a matchday or diners in a restaurant, consistent, high-quality experiences are only possible when employees feel engaged, empowered and supported to deliver them.

The first panel discussion, titled Taking stock: A picture of today’s customer and employee experiences, explored the realities facing organisations as customer expectations rise against a backdrop of cost pressures, operational strain and changing behaviours.

Panellists drew a clear distinction between the mechanics of service and the emotional side of delivery, noting that while processes underpin performance, it is the “human moments” that shape how experiences are remembered.

Across sectors, the discussion reinforced that consistency is not accidental, but built through confident, well-supported teams who understand their role, their product and the purpose behind what they do.

Attention then turned to the conditions needed to sustain that consistency day to day, with panellists highlighting the role of leadership, communication and feedback in keeping people engaged in demanding environments.

Simple routines, recognition and real-time feedback were highlighted as powerful tools in helping employees feel “connected to the outcome”, particularly in roles where pressure and emotion are part of the job.

The message was clear: when people feel informed, valued and trusted, they are far better placed to deliver the experiences customers return for.

Left, Sarah Medcalf, head of supporter services at Newcastle United Football Club. Right, Lauren Mallon, people director at Marks & Spencer Food. 

Tom Shanks, director at Bell & Shanks and Blueline Group.

The second discussion – Buying into change: Investing in a new future – looked ahead to how organisations can strengthen the link between employee and customer experience over the long term.

Panellists highlighted the importance of accessible and “empathetic leadership”, stressing that “being present” and breaking down perceived barriers between frontline teams and senior leaders builds trust and credibility across organisations of any size.

Technology was viewed as most effective when used to simplify processes and support people, rather than replace human connection, while panellists also warned against complacency, arguing that continuous development and autonomy are essential to sustaining momentum and ensuring organisations remain adaptable as expectations evolve.

As Nick noted, the challenge is not simply to meet expectations, but to “keep pushing the bar”, embedding improvement as an ongoing mindset, rather than a one-off initiative.

Left, Nick Shottel, operations director at 21 Hospitality Group. Right, executive coach Simon Bray.

Speaking after the event, John Duns, NET business development director, said: “What really stood out today was just how deeply connected customer experience and employee engagement are.

“Time and again, we heard that when people feel supported, recognised and connected to a clear sense of purpose, they create the moments that build trust, loyalty and lasting relationships with customers.

“At a time when organisations are facing increasing pressure from all sides, investing in people is not just about culture or engagement – it’s fundamental to delivering better experiences and sustaining long-term growth.”

Lara Jones, director of client services and consulting at Motivait, added: “Across the panel there was a real representation of diverse sectors, cultures and disciplines.

“And yet the core message each of the five panellists came back to was how important the emotions, environments and experiences of their employees and their customers in their various guises are.

“Regardless of your industry, true engagement is about the people at the heart of it. 

“To focus simply on the processes or metrics is to miss the bigger picture and the more fulfilling opportunities it offers. 

“It was inspiring to see Nick, Lauren, Tom, Sarah and Simon bring this belief to life for the audience with such passion and insight.”

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