Why Customer Surveys Matter — and Why Employee Feedback Matters Just as Much

In many companies, the focus is placed more on customer surveys than on employee surveys. But why is that the case — and how can companies create a balance that strengthens long‑term business success?

Customer Satisfaction as a Key Driver of Success

Customer satisfaction is considered one of the most important drivers of sustainable growth. Satisfied customers remain loyal for longer, purchase more frequently, and recommend a company to others. That’s why many companies invest heavily in customer surveysto continuously improve products, services, and processes.

Customer Loyalty: More Than Just a Marketing Goal

A strong customer loyalty emerges when companies succeed in inspiring their customers over the long term. In a market where offerings are becoming increasingly interchangeable, excellent service, personal support, and tailored solutions are crucial differentiators. Companies that truly understand their customers can respond more quickly and secure competitive advantages.

Why Employee Surveys Are Often Overlooked

Although the employee satisfaction significantly contributes to a company’s performance, employee surveys are often considered less urgent. The reason is that their impact on revenue and business results is not as immediately visible as that of customer surveys.

It has long been clear that satisfied employees are more motivated, more productive, and play a crucial role in the quality of customer service. A culture of appreciation directly influences how employees interact with customers — and therefore directly impacts customer satisfaction.

The Cycle of Employee Satisfaction and Customer Satisfaction

Companies benefit from a simple yet powerful connection:

Happy employees → better customer service → more satisfied customers → stronger business success

To strengthen this positive cycle, companies should:

• conduct employee surveys regularly
• take feedback seriously and communicate transparently
• invest in training and personal development
• Measures to work–life balance stärken
• foster a culture of appreciation

Employee satisfaction is therefore not only an ethical imperative but also a strategic success factor — and a key component of strong employer branding.

Our Contribution to the Excellence Initiative

We are pleased to be part of the Excellence Initiative and to support companies with a free offering. We hope that many organizations will take this opportunity to sustainably strengthen both their employee satisfaction and their customer orientation.