The role of HR in improving customer experience

"HAPPY employees create happy customers" is a maxim said to have been coined by retail tycoons of the early 20th century. Modern-day digital retailer Jeff Bezos, meanwhile, has spoken of building an employee culture with "obsessive customer focus," while Virgin Group founder Richard Branson said, "Loyal employees in any company create loyal customers, who in turn create happy shareholders."

Employee happiness, satisfaction, engagement and loyalty have been cited by scholars, authors and business leaders as requisites to providing great customer experience, which ultimately leads to profits.