A few years ago, one of our team members came down with a big health problem—a splitting headache that just wouldn’t let up. She visited several doctors, who recommended various treatments and medications to alleviate the pain, none of which worked. The pain was so intense that it made it difficult to carry out basic tasks, affecting both her personal and professional lives.

After a few days of nonstop pain, she decided to try a different route and visit a chiropractor. The chiropractor listened, asked probing questions about her headache, then examined her from head to toe—leading to a surprising discovery. As it turned out, our team member’s jaw was out of alignment. The chiropractor proceeded to treat the misalignment, and almost immediately, the pain started to evaporate. The headache, though disruptive, was not the core problem to be solved. Instead, it was a symptom of a problem somewhere else in her body, specifically her misaligned jaw.

Over the years, our agency has been asked by many a customer to help them solve a major brand-related headache—poor customer experience. In much the same way our team member’s headache turned out to be a symptom rather than a root cause, we found in each and every one of these client engagements that the poor customer experience was a symptom of a much bigger problem—poor employee engagement. It wasn’t that the employees of these companies didn’t know what great customer experience looked, smelled, and tasted like. The problem was that they didn’t care enough to deliver that level of service.

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