The fusion of CX and EX enabled Adobe to change its culture to be more driven around the success of their customers. With a combined CX and EX function, you can create an organization like Adobe that is focused on world class customer and employee experiences. The same three core elements drive relationships with both - attraction, retention, and development - and the same success criteria apply to both. Morris believes that any business that is highly dependent upon employees to drive successful outcomes for the company or where employees operate in close proximity to customers should consider combining CX and EX into a single department. "We had become acutely aware of the parallels between how you build a great experience for customers and for employees," Morris explained, "and we want to be as exceptional to work with as we are to work for." So they created a new department - a combined customer and employee experience organization - which brought together the support people on the front lines of helping customers with the human resources team responsible for supporting employees. They recognized that the excellence the organization had achieved with employees - the ability to fill key roles with top talent, the retention of talent, and people's successful growth and development - could and should extend to customer relationships. When they asked themselves what was the biggest thing that would drive the way they needed to evolve, Morris said, they knew it was their culture. They also understood that had to evolve their brand identity: Adobe needed to be known not just for its excellent products and how they enable creativity, but also for providing excellent customer experiences. When Adobe launched its enterprise business and started to directly engage with customers several years ago, Morris and other leaders recognized that they needed to develop a stronger customer support function within the organization.
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