Guaranteeing a Successful Total Experience Strategy
Last year, Gartner predicted that Total Experience (TX) will revolutionize business in 2021. In short, TX challenges organizations to think about the whole experience. It requires building strategy, technology capability, and innovation frameworks holistically, specifically at the points where experiences intersect: customer experience (CX), multi-experience (MX), employee experience (EX), and user experience (UX). Instead of planning, implementing, and measuring these different functions in siloes, TX asks organizations to bring them all together.
Organizations can’t just achieve excellence in one of these areas. To create Experiences That Matter, they need to coordinate or interlink each function’s underlying activities with the activities of the others.
Before we look at an example, here are definitions of the functions that TX asks businesses to bring together:
- Customer experience: Simply put, CX is everything related to a business that affects a customer’s perception and feelings about it. When it comes to shaping the customer experience, customer perceptions and related feelings are the results of both the one-off and cumulative effects of all interactions customers have with an organization’s employees, touchpoints, interfaces, systems, or products. And customer experience goes beyond just employees in the contact center. All employees in the organization have a role to play in providing an exceptional customer experience. The very essence of superior CX is doing the right things for customers and employees at every opportunity.
- Multi-experience: MX reimagines customer relationships based on effortless experience designed across all digital touchpoints and interaction types. The focus is not just on business-owned channels but also on customer-preferred touchpoints and modalities like texting and chatting. When done right, this leads to more engaging, meaningful customer interactions.
- Employee experience: Similar to CX, EX is related to everything that affects an employee’s perception of a company as their employer and how they feel during their journey with them.
- User experience: UX encapsulates how a user interacts with and experiences an organization’s products, systems, and services. The goal is to provide an exceptionally designed user experience, be it in the form of product designs, the layout of information, navigation ease, or otherwise, which contribute significantly to great CX.
What does TX look like in action?
Think of a medical practice that allows patients to set up an appointment via a mobile app (UX), then making it location-aware (customer-centric, CX). Whenever a patient is within 100 feet of any office location, they automatically receive information in whichever way works best for them to guide them through the check-in process (MX and EX, relieving employees). The medical practice has also set up employees’ devices to co-browse customer’s devices on request, allowing easy contactless service (CX, EX).
Another example is a workflow app Avaya developed for a kitchen design company. Customers design their kitchens and explore options and models from their homes with design staff in an easy-to-use browser experience (UX). The customer joins a kitchen designer via WebRTC video, while layouts are discussed by sharing the design company’s design tool (CX and EX). The CRM system is integrated for customer management, and the persistent space is leveraged as a project space for blueprints, specifications, and models (MX across all the apps and touchpoints).
The benefits of strategizing around TX
Strategizing around TX enables organizations to more consistently meet their customers’ high expectations about how they want to interact with them while ensuring an effortless and unified experience every time. They unlock better experiences for everyone – customers and employees alike – by breaking down departmental siloes and integrating front- and back offices to ensure all team members feel engaged on customer and business initiatives.
From an operational standpoint, they create more efficient operations by building holistically where different functions intersect (ex: taking information obtained by the UX team and extending it to MX technologies to save time and resources while creating better consistency.) They also create better cycles of continuous reinforcement between activities (ex: applying CX knowledge to EX by making the CRM tools that employees use easier to operate).
The path to Total Experience may seem daunting, but Avaya can help. Learn more about how to achieve the benefits of a Total Experience environment for your organization.