The Powerful Revenue Lever Most Businesses Overlook
after Revenue Quality? The next step is right in front of you: the insights from your own employees and customers.
For years, business leaders in Atlantic Canada have diligently looked externally, new markets, new products, or new technology, to solve revenue challenges. These strategies are valuable, yet our research suggests that an even more powerful lever for sustainable revenue growth often lies untapped within your organization.
Through our ongoing Mindset Project research, we discovered a surprising yet powerful statistic:
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69% of your customer experience is directly determined by your employee experience.
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And customer experience itself drives over 70% of your overall business results, including profitability and revenue growth.
Your next revenue breakthrough might already be inside your business. See how employee and customer insights drive real growth
In other words, your own team significantly shapes how your customers experience your business, and that customer experience directly determines your long-term revenue performance.
Yet here's the critical gap we found: fewer than 1 in 10 businesses regularly and strategically tap into the insights their employees and customers already hold. Most companies rely on assumptions rather than genuinely engaging the employees who intimately understand customer needs, pain points, and frustrations. And market research has been about just that – the market – and not who the customer is and what is important to them, and their feelings.
Why does this matter?
Because your employees know exactly why some leads don't convert into paying customers. They understand precisely why customers stay, or leave. They experience firsthand the operational friction points that slow sales cycles and create customer frustration. Similarly, your customers can articulate clearly why they choose your business, why they stay loyal, and exactly what barriers prevent them from engaging more deeply.
Here's what top-performing Atlantic Canadian businesses do differently:
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They listen intentionally: They consistently invite employees to share the obstacles they face and actively seek their ideas on improving both customer and employee experiences.
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They value customer voices: They regularly connect with customers, not just to gather basic satisfaction ratings, but to deeply understand the underlying motivations, frustrations, and unmet needs shaping customer choices and loyalty.
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They act on insights quickly: They recognize that even small, targeted actions, such as simplifying a confusing billing process or clarifying a misunderstood product feature, can immediately enhance customer satisfaction, improve retention, and boost conversions.
Integrating these voices isn't simply good business practice; it's a significantly overlooked competitive advantage. When done consistently, this approach strengthens your revenue quality by enhancing customer loyalty, increasing employee engagement, and delivering steady, predictable growth.
Customized surveys can provide the perspectives you need for your revenue decisions – with great precision and feeling.
To help businesses measure and improve how well they leverage these essential internal insights, we developed the Revenue Performance Score. This simple tool clearly identifies the areas where employee and customer insights can rapidly and effectively improve your revenue stability and predictability.
Are you ready to leverage the powerful insights already available within your business? Start today by taking our complimentary Lead-to-Revenue Assessment. It takes just five minutes, provides immediate clarity, and opens a clear pathway to sustained strategic growth.
Find out about how best to promote the best people for the role by touching base with me at michael@workinsights.io.