Total Experience: From Tech Trend to Roadmap for Success
While some argue that Total Experience (TX) is not just a technology but a business strategy employing technology, others are calling it a tech trend —and one that we should pay close attention to in 2024.
But, what is Total Experience? TX is the holistic view of a company's ecosystem, encapsulating customer, employee, and user experiences. It acts as a lens to identify and address operational friction, covering four key disciplines across various touchpoints:
Customer Experience (CX): How customers connect with a brand.
Employee Experience (EX): Focused on interactions within the company.
User Experience (UX): Evaluating how well tools and services function.
Multiexperience (MX): The current form of experience across various devices and channels.
That a positive customer experience is crucial for engaging potential customers is already known, but companies are now realizing the equal importance of employee and user experiences. There has been a gap between them, where not all businesses give equal attention to each. This gap presents opportunities for businesses to stand out by addressing both aspects, leveraging data, and meeting the evolving demands of consumers. In short, those that adopt the TX trend, transcending individual interactions, to create a cohesive experience, will take center stage in the digital age.
The many ways in which Total Experience will elevate your business:
Smooth interactions are more than just a welcome addition; they’re the key. So, it’s only natural that leveraging technology for responsive design, such as Bootstrap or Foundation, and a user-friendly navigation to ensure a satisfying user experience across platforms, is essential.
Data, data, everywhere. Of course, TX is no exception. Smart decision-making, understanding user behaviors, and continuous optimization are generated by effective data collection, analysis, and utilization.
Multiexperience (MX), which involves integrating different touchpoints to create a seamless user journey, will take it next level. These include aspects such as channel integration, consistency across platforms, and a cohesive user journey—all defining the holistic concept that is Total Experience.
If the customer is satisfied, then the employee satisfaction rate is most likely high too. Employing AI and automation, immersive technologies, and customer-centric innovation have the potential to enhance the overall experience for both parties.
Like everything in the tech world, TX is dynamic. Monitoring and iterating in real-time are critical for Total Experience success. Proactive issue resolution, dynamic alignment, and customizable reporting contribute to maintaining an adaptable business environment.
The first steps to implementing a TX Strategy:
Implementing a Total Experience strategy requires robust tools for collecting, studying, and making use of customer and employee feedback. A good starting point is the highly-recommended survey and feedback platform, QuestionPro, which offers tailored solutions to capture satisfaction metrics, build brand loyalty, and enhance employee experience strategies.
While customer experiences have long been a focal point, the TX trend brings a unified perspective that includes employees and users. As digital companies continue to evolve, having empowered employees and a commitment to customer experience is the only way to be in a holistic and consistent business.
It’s more than a buzzword; it's a business strategy and perspective. While it's true that TX is not a technology per se, it represents a global experience powered by existing technologies. Implementing a TX strategy involves accepting employee experience as part of the brand, assessing both customer and employee lifecycles, and identifying and eliminating this concept of isolated realities.
The strategy aims to create success by delivering superior experiences for customers and employees alike, helping to create immersive brands and strong communities. Businesses will become larger than themselves, as both customers and employees have the potential to become brand advocates, setting themselves on a path to ongoing success.
