You’ve probably heard the phrase “work smarter, not harder.” The 9-9-6 work schedule—9 a.m. to 9 p.m., six days a week—is the exact opposite. Once popularized in tech circles, it’s now making headlines again. A recent Forbes article suggests this grind mentality could spread wider. But is it really progress, or just a fast track to burnout?
Tekendra Parmar, writing for Inc., warns that many AI startups glamorize overwork in hopes of “winning the AI race.” In reality, the future of work may depend on the opposite: working less, but better.
From a customer experience (CX) perspective, that shift is critical. When employee experience (EX) declines, customer trust declines with it. Exhaustion inside a company inevitably shows up outside, in every customer touchpoint.
1. Tired Teams Create Unhappy Customers
Organizational psychologist Caitlin Collins puts it bluntly:
“The notion that working 9 a.m. to 9 p.m., six days a week, drives innovation is deeply misguided.”
Prolonged overwork leads to burnout, disengagement, and mental fatigue. And the ripple effect is unmistakable:
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Customers wait longer for support.
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Service feels less empathetic.
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Product quality dips.
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Problems get patched, not solved.
In short: exhausted employees mean disappointed customers. And younger generations in the workforce aren’t willing to accept that trade-off.
2. Gen Z’s Expectations Will Redefine CX
By 2030, Gen Z will make up the majority of the workforce. This generation is rejecting grind culture and demanding healthier, more human workplaces. Their priorities directly impact CX:
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Mental health matters. Calm, supported employees show more care to customers.
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Flexibility fuels focus. Hybrid options help employees bring their best selves to work.
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Purpose drives effort. When teams believe in their mission, they go the extra mile.
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Boundaries protect presence. Tools should help, not drain, employees so they can focus on real customer needs.
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Time off improves performance. Rested people bring patience, problem-solving, and creativity.
These aren’t “nice to haves.” They’re business imperatives. Ignoring them risks both talent and customer loyalty.
3. The Cost of Blurred Boundaries
Leaders often assume constant availability equals commitment. But blurring boundaries—late-night emails, weekend expectations—has the opposite effect:
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Job satisfaction plummets.
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Employee turnover rises, breaking customer trust.
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Innovation stalls without time to rest and recharge.
The pattern is clear: poor EX = poor CX. And once you lose customer trust, rebuilding it is far harder than protecting it.
4. EX and CX: Two Sides of the Same Coin
Parmar calls extreme schedules a “collective delusion.” He’s right. In my own work with leaders, I’ve seen the data: when employee energy drops, so do Net Promoter Scores, repeat business, and customer retention.
Stretched-too-thin employees can’t deliver thoughtful, empathetic, high-quality experiences. Instead:
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Customers wait longer.
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Conversations feel robotic.
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Resolutions take longer and inspire less confidence.
It’s not just a work culture problem. It’s a customer experience problem.
5. Healthier Alternatives That Drive Performance
The good news: there are better ways to compete without burning people—or customers—out. Some proven strategies include:
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Four-day workweeks. Microsoft Japan saw productivity jump 40% during a pilot.
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Outcome-based management. Focus on results, not raw hours.
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Protected focus time. Guarding space for deep work improves both productivity and CX.
These approaches don’t just make employees happier. They directly strengthen customer relationships and business results.
The Leadership Takeaway
Parmar summed it up perfectly: “The future of work might be about working less, not more.”
For leaders, the warning signs are easy to spot:
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Rising customer frustration.
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Top talent disengaging or leaving.
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Innovation slowing, despite longer hours.
If you see those patterns, it’s time to rethink. Because when EX declines, CX suffers—and that’s a race no company can afford to lose.
The challenge isn’t to work longer. It’s to build healthier cultures where employees thrive—and customers notice the difference.