The human touch: here's why retailers can no longer afford to separate customer and employee experiences

Retailers talk a lot about customer experience (seamless journeys, personalisation, frictionless checkout etc etc). But they don't focus enough on the employee experience. So says Graham Broomfield, COO at Neve Jewels Group.

In a LinkedIn post, he said: "We build technology stacks, map out customer lifecycles, and push for omnichannel perfection. But you can’t build a world class customer experience if your employee experience is broken. Not just on the shopfloor. Everywhere. In the warehouse. In customer care. In HQ. In merchandising, marketing, digital, operations, HR, finance."

He added: "Because the truth is, everyone impacts the customer journey. Whether they speak to the customer or not. The merchandiser who gets the product mix right. The developer who fixes the checkout bug just in time for peak. The planner who ensures we have stock on hand. The marketer who sets the tone. The buyer who protects quality. The support team who deliver when no one’s looking. The store associate who still shows up with a smile, despite whatever’s going on at home. These are the people who are your customer experience. Every one of them."

Retailers often say they're customer centric, but, according to Broomfield, they need to ask the harder question: are we people centric? Do our teams feel heard? Trusted? Valued? Do they feel pride in what they’re building?

He continued: "Because when employees feel supported, they care more. When they’re empowered, they take ownership. When they’re trained, they deliver excellence. And when they’re respected, they show up for each other and for your customers. The golden goose isn’t a glossy platform or a next-gen dashboard. It’s the employee who shows up with belief. Who chooses to give their all - because they know their effort matters. Because they feel part of something that matters.”

"We can’t separate CX from EX anymore. Customer experience is employee experience. So here’s a call to all retailers: Step off the sidelines. Get close again. Walk the floor. Sit in on the customer service shift. Ask the warehouse team how they’re doing. Check in on the people behind the pixels and processes. The answers to loyalty, growth, and connection aren’t always in strategy decks. They’re in the energy of your teams. They’re in how people feel about coming to work.”

He concluded: “Retail demands so much. And the people who keep it moving deserve just as much back. Let’s not lose the human touch. Let’s lead with care. Let’s build businesses that people are proud to work for and customers are proud to buy from. That’s how experience becomes meaningful. That’s how culture becomes real. That’s how customer love is earned. That’s how brands are built."

2025 RTIH INNOVATION AWARDS

Employee experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.