Why you need a Total Experience strategy

What is Total Experience?

In this article, we'll define Total Experience (TX), examine the challenges around implementing a TX strategy and then look at why it is so worthwhile doing and the benefits of TX. You can read the full article here , which includes advice on implementing a TX strategy.

Total experience (TX) is a way of doing business that connects how employees feel (employee experience or EX), how customers feel (customer experience or CX), how users feel when using products or services (user experience or UX), and how all these experiences come together (multi-experience or MX). The goal is to create a better and more complete experience for everyone involved. A successful TX strategy results in a seamless, delightful, and empowering encounter with a brand for both external and internal stakeholders.

To understand each aspect of the total experience better, let's break it down step by step:?

Employee experience (EX)

Includes all employee interactions while working at a company.?

Customer experience (CX)

Covers how customers interact with a brand before and after buying a product or using a service.

User experience (UX)

Focuses on how easy and enjoyable it is for people to use a specific product or service. It includes design, how well it works, and how user-friendly it is.?

Multi-experience (MX)

Is about the overall experience someone has with your brand across different digital platforms and devices. It ensures the user's experience is excellent no matter where or how they interact with your brand. Multi-experience goes beyond just connecting different channels – it strongly emphasises guaranteeing the user's experience is brilliant everywhere.?

What are the?problems?associated?with taking a Total Experience approach?

Implementing a Total Experience approach in an organisation can bring about significant benefits, but it also comes with its share of challenges and potential problems, which we’re sure many readers will recognise.

Complexity and integration

Integrating employee, customer, and user experiences across various touchpoints and departments can be complex. Different teams may have their own priorities and goals, making it challenging to align everyone towards a unified experience strategy.

Cultural shift

Employees and leadership may need to change their mindset and behaviours to prioritise experience at every level, which can be met with resistance.

Resource allocation

Implementing TX may require technology, training, and resource investments. Allocating sufficient budget and resources while ensuring a balanced distribution among different experience dimensions can be a hurdle.

Data management

Collecting, analysing, and synthesising data from employee, customer, and user feedback can be overwhelming. Organisations need effective data management strategies to extract meaningful insights and drive actionable improvements.

Measurement and metrics

Defining appropriate metrics to measure the success of a TX strategy, for example, quantifying the impact of improved experiences on business outcomes, such as revenue or customer retention, can be complex.

Silos and communication

Organisational silos can hinder the exchange of information and collaboration. Effective communication and collaboration between departments are essential for a seamless experience.

Change management

Shifting to a TX approach may require changes in processes, roles, and responsibilities. Managing this change while minimising disruptions and ensuring employee buy-in can be difficult.

Employee engagement

The temptation to focus first on customer and user experiences may lead to neglecting the employee experience. A lack of attention to employees' needs and well-being could lead to decreased morale and productivity.

Adopting new technologies

Incorporating new technologies to enhance experiences, such as AI, ML, or advanced analytics, may require specialised knowledge and skills that the organisation lacks.

Lack of alignment with strategy

If the TX approach is not aligned with the organisation's overall strategy and goals, it may not yield the expected results. Ensuring that the TX strategy aligns with the broader business objectives is crucial to avoid unintended consequences.

Sustainability

Sustaining a focus on TX over the long term requires ongoing commitment and dedication. It's not just a one-time effort but a continuous process of improvement and adaptation.

Resistance to change

This is hinted at above but worth calling out again. Employees, especially those accustomed to traditional operating methods, may resist the changes associated with TX implementation.

Organisations need clear leadership support, effective change management strategies, ongoing communication, dedicated cross-functional teams, and a commitment to a customer-centric and employee-centric mindset throughout the organisation to address these challenges.?

The benefits of a Total Experience approach?

Now that we’ve had a look at the problems let's delve into the benefits of a Total Experience (TX) strategy. It may be difficult and challenging, but there is a huge upside to getting it right.

Higher customer satisfaction:

By focusing on all aspects of experience, including those of employees, customers, and users, TX aims to improve overall satisfaction. Satisfied employees are more likely to deliver better service, leading to happier customers and users.

Improved loyalty

When all parties involved have positive experiences, loyalty increases. Loyal employees are more committed and motivated, loyal customers are more likely to continue purchasing, and loyal users are more inclined to stick with a product or service.

Consistency

Integrating employee, customer, and user experiences creates consistent and seamless interaction across different touchpoints. This consistency can lead to fewer misunderstandings, better communication, and a more cohesive brand identity. Brands that maintain consistent presentation are three to four times more likely to achieve improved brand awareness. The strategic use of content and delivering the right content at the right time and in the right context is vital.

Innovation

Considering multiple perspectives can drive innovation. When employees, customers, and users provide feedback and insights, it can spark creative ideas for improving products, services, and processes. Data insights are fundamental to enable this to happen.

Higher productivity

A positive employee experience can increase productivity and engagement. When employees feel valued and supported, they are more likely to perform at their best, contributing to better customer and user experiences. Making the right technology choices is vital to enable this to happen.

Customer-centric approach

By understanding and addressing the needs of both customers and users, businesses can develop products and services that truly cater to their target audience, enhancing customer satisfaction and retention. 90% of customers will spend more with companies that personalise customer service. Research and insight are critically important here.

Competitive advantage

A comprehensive approach to experience can differentiate a business from its competitors. Companies that excel in providing exceptional employee, customer, and user experiences will stand out in the market.

Long-term growth

Investing in total experience can lead to sustainable growth. Satisfied and loyal customers, users, and employees can drive repeat business and referrals, contributing to long-term success.

Adaptability

Multi-experience (MX) considers various touchpoints, such as physical, digital, and virtual interactions. This adaptability is crucial in a rapidly evolving business landscape where new technologies and channels constantly emerge. The key is to use data to make decisions and the right technology to enable action.

Positive brand perception

Focusing on holistic experiences can enhance a company's reputation. Positive word-of-mouth from satisfied employees, customers, and users can contribute to favourable brand perception.?

I hope you find the above interesting and useful. If you do, please comment, share and repost.

Thank you.