Driving value for modern enterprises with a Total Experience strategy

Imagine you are booking a vacation through your favourite travel app. But the slow website forces you to switch to the app, where you notice that your cart isn't synced and must start again. Moreover, the prices aren't consistent across the website and the app.

Finally, somehow, you managed to checkout, but you need to change the itinerary now, so you reach out to customer care. However, their systems haven't updated your information. They take a long time to find you the right answers, leaving both the customer service rep and you frustrated.

While brands build their presence across platforms and channels, they often struggle to deliver a seamless experience. So, how do the brands fix this problem? Through Total Experience. 

What is Total Experience? 

TX is an integrated approach that includes customer experience, employee experience (EX), user experience (UX), and multi-experience (MX)[SP1]  to create a cohesive and engaging ecosystem. This article explores how incorporating the Gartner Total Experience philosophy can drive significant value and transformation for modern enterprises.

Gartner defines Total Experience (TX) as an approach that integrates customer, employee, user, and multi-experience to create seamless, personalized interactions across all touchpoints, enhancing satisfaction and loyalty for everyone involved.

Why Total Experience matters?

Customer experience (CX): Organizations can create a unified and responsive support system by integrating customer touchpoints. This approach improves efficiency and enhances customer satisfaction by providing a consistent and personalized experience.

Consider how companies like Apple have integrated their customer support across various channels. Apple customers can start a support request via their website, continue it through the Apple Support app, and even complete it in-store with a Genius Bar appointment. This seamless integration ensures a consistent experience and higher satisfaction.

Employee experience (EX): Investing in employee experience can increase productivity and engagement. When employees feel valued and supported, they are more likely to deliver exceptional customer service, improving overall customer experience.

Google is known for its exceptional employee experience. It offers a range of benefits, including flexible working hours, wellness programs, and a creative work environment. This commitment to EX contributes to high employee satisfaction and retention.

User experience (UX): Prioritizing user experience in digital products and services can lead to higher engagement and conversion rates. By designing with the user in mind, companies can create more satisfying and effective interactions.

Airbnb's platform is designed with a focus on user experience. Features like intuitive search filters, personalized recommendations, and user-friendly booking processes are examples of how UX principles are applied to enhance the user journey.

Multi-experience (MX): Creating a cohesive multi-experience strategy ensures customers have a consistent and engaging experience across all touchpoints. This approach helps build brand loyalty and encourages continued engagement.

Nike integrates its brand experience across various channels, including its website, mobile app, and physical stores. For instance, the Nike app offers personalized workout plans, while Nike stores provide interactive experiences like the ability to customize products.

A unified strategy for decision-making: A unified strategy allows organizations to leverage data and insights from different experience areas to make informed decisions. This integrated approach leads to more effective strategies and improves overall performance.

Salesforce utilizes its customer 360 platform to integrate data from various sources, including sales, service, and marketing. This holistic view enables better decision-making and personalized customer interactions.

Continuous improvement and feedback: Implementing feedback loops and continuous improvement processes helps organizations stay agile and responsive to changing needs and preferences. This approach ensures that experiences are continuously enhanced and aligned with stakeholder expectations.

Amazon regularly and consistently gathers feedback from customers and employees to refine its processes and services. For example, the company's use of data-driven insights helps optimize delivery times and personalize recommendations.

Technology and data utilization: Leveraging technology and data analytics can significantly enhance the effectiveness of TX strategies. By using data to personalize and optimize experiences, organizations can better meet the needs of their stakeholders and drive positive outcomes.

Netflix uses advanced algorithms and data analytics to personalize content recommendations for users. This approach enhances user experience and keeps subscribers engaged with relevant content.

Implementing TX in practice: Microsoft has successfully implemented a TX approach by aligning its customer, employee, and multi-experience strategies. For instance, the company's Teams platform integrates various productivity tools, enhancing employee and customer interactions. By focusing on a holistic experience, Microsoft has improved user satisfaction and operational efficiency.

Real-world examples like Microsoft's TX integration demonstrate the tangible benefits of adopting a Total Experience approach. By implementing TX strategies, companies can achieve significant improvements in engagement, satisfaction, and overall performance.

How to incorporate the Gartner Total Experience philosophy?

Assess current experience management: Assess your organization's current approach to managing customers, employees, users, and multi-experiences. Identify existing strengths and gaps in each area. Use surveys, feedback mechanisms, and performance metrics to gather insights into how well your organization addresses these experiences and potential improvements.

Develop a comprehensive experience strategy: Create a holistic experience strategy that integrates customer, employee, user, and multi-experience goals. It should outline clear objectives, key performance indicators (KPIs), and action plans for the TX aspect. Ensure the strategy aligns with your business goals and supports a cohesive vision for delivering exceptional experiences across all touchpoints.

Foster cross-functional collaboration: Incorporating TX requires collaboration across distinct organizational functions. Encourage cross-functional teams to work together on experience initiatives. For example, HR, IT, and customer service departments should be involved in developing strategies that address both employee and customer experiences. By fostering collaboration, you can ensure that all aspects of TX are considered and integrated into your approach.

Leverage technology and data: Utilize technology and data analytics to support your TX strategy. Implement tools and platforms that enable seamless integration of customer, employee, and user experiences. Use data analytics to gain insights into experience patterns, preferences, and pain points. This information will help you make data-driven decisions and personalize experiences more effectively.

Implement continuous improvement processes: TX is not a one-time initiative but an ongoing process. Establish mechanisms for continuous improvement, such as regular feedback loops, performance reviews, and experience audits. Use these insights to refine and enhance your TX strategies over time. Stay agile and responsive to changes in customer preferences, employee needs, and technological advancements.

Measure and evaluate performance: Measure and evaluate the performance of your TX initiatives regularly. Use KPIs and metrics to assess your strategies' effectiveness and identify areas for improvement. Analyze how well your organization delivers integrated experiences and whether the approach achieves the desired outcomes. Adjust your strategies based on performance data to optimize results.

Give your customers the total experience 

The Gartner Total Experience philosophy offers a strategic approach to enhancing customer, employee, user, and multi-experience. Organizations adopting TX can create a more cohesive and engaging experience that drives satisfaction, loyalty, and operational efficiency.

As businesses navigate an increasingly complex landscape, TX provides a framework for delivering exceptional experiences that meet the needs of all stakeholders and drive long-term success.