Enterprises are embracing Total Experience (TX) as a business model with a speed that Gartner predicted a few years back. In its 2022 report on technology trends, Gartner saw 60% of large enterprises using total experience to transform their business models and ‘achieve world-class customer and employee advocacy levels’, by 2026.
While some see the intrinsic complexity involved in this new concept, with not just the technology involved but also the highly coordinated way in which varied teams and groups need to work, organizations which can work out a Total Experience strategy are expected to outperform their competitors in brand advocacy and satisfaction metrics.
Let’s understand what TX is all about first, and then move on to see what the future tech impact of it looks like.
4 Layers of Experience, Combined
What is Total Experience? Total Experience is a strategy to create an organic whole out of four distinct focus areas in enterprises - customer experience (CX), user experience (UX), employee experience (EX) and multiexperience (MX).
The idea is for brands to take into account experiences across all audiences, and then combine these layers of experience such that a holistic and all-inclusive business and tech approach is born.
What are these key components that make up the TX framework?
Customer Experience (CX)
CX involves understanding your customers, including potential customers, inside-out; which means understanding their needs, feelings, expectations and often beliefs. These elements define how a customer interacts with a brand, or feels about it thereafter. User behavior insights through customer journeys and surveys, help create apt, and more market-ready, products and services. There is no better validation than that of the customer himself!
Employee Experience (EX)
How often do we take into account the employees’ experience? Quite like with customers, TX makes you take note of how employees interact with the company, their experiences and possible influences of this on the overall business. If effectiveness and efficiency is what we are looking for, then understanding and investing in employee satisfaction, retention, productivity and skill sets is important.
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CX and EX are closely related. A customer not just interacts with a service or a brand, but also with those representing the brand, that is, the employees. Satisfied and empowered employees matter, and with technology that simplifies their processes, eases collaboration and smoothens information flows, total employee experience gets ensured.
User Experience (UX)
CX and UX may sound similar, but are distinct from each other. UX is how people interact with a product and the experience they receive from it. It is measurable, with metrics such as drop-off rate, number of clicks to task completion and error rate. CX is different because it includes all the interactions a person has with a brand, including with its reps. By studying UX we arrive at how effective products and services of a company are, and this study is a constant process, because users’ needs and preferences keep changing. Once they do, gathering user feedback becomes important.
UX and EX are also closely related. If UX is done right, the employees cater to clients’ needs faster and better too, translating into better EX.
Multiexperience (MX)
MX is all about realizing that CX, EX and UX take place on multiple devices and channels, and understanding the right channels and types of interactions for each. Even if a product has great CX and UX, if the customer changes platforms to interact with the product, or the mode of communication, the CX can get spoiled if MX is not taken care of. MX helps customers get, use and edit the same information through various ways, for instance by connecting and syncing devices throughout relevant touchpoints.
Total Experience is viewing all of the above as a whole, by integrating UX, CX, EX and MX into a seamless, scalable and efficient flow. The good news is that the technologies to deliver it already exist.
5 Imperatives of TX Technology Trend
It’s true that Total Experience is not a technology but a business strategy and perspective which involves choreographing the 4 elements discussed above into a circular, fluid system.
But to do so we rely on technology.
Let’s see what the Total Experience technology trend requires:
Utilizing the potential of data
Total experience is heavily dependent on harnessing data. Companies are collecting, analyzing and using data to gain valuable insights for various business goals. User data is key to understanding user behavior, their preferences and pain points. Data-driven design is increasingly guiding not just UX design but other product decisions as well. Insights derived from data are also being used to improve overall user experience through constant optimization.
Keeping interactions smooth
For TX to work like a fluid system, interactions within it have to be seamlessly connected. Only then does it work like a whole. Digital interfaces have to be responsive across different screens, and navigation user-friendly. Constantly improving user interactions has to be a key goal.
Integrating multiple touchpoints
Multiexperience is a very important part of TX, as discussed above. Different touch points need to be connected for users. Through channel integration, users can switch between different digital channels without hindrance. Cross-platform consistency is important to ensure a consistent experience across web, mobile, chatbots and other platforms.
Leveraging new technologies
Innovation needs to be customer-centric. True TX is where technology meets customer and employee satisfaction. AI and automation make processes smoother and improve interactions. Immersive technologies like augmented reality (AR) and virtual reality (VR) can also be harnessed for making experiences engaging.
Real-time monitoring
The significance of real time monitoring and adaptability cannot be stressed enough when we speak of TX, because user preferences and needs are dynamic. Real-time monitoring helps with problem solving. Also, a company needs to easily adapt to changing trends and expectations, in order to devise the best customer strategies.
6 Potential Effects of TX Technology Trend
The Total Experience trend is expected to affect certain tech areas in the future, making them more significant and rampant. At some level, we are seeing this already.
- Advanced technologies - Technologies like data analytics and Machine Learning will play an even bigger role in how people experience things. Interactions will get more immersive and also, more personal.
- Multimodal experiences - Seamless transitions between devices will be a norm to ensure engagement and consistency.
- Online and Offline interactions - Technologies like AR and location technologies will be used to enhance real-world experiences, and combine the digital with the physical. Voice-controlled and conversational interfaces will become more rampant.
- Agile development - Companies will need to adopt agile development to cater to emerging trends and dynamic user expectations.
- Ethical and responsible AI - The emphasis on using AI responsibly will increase so that users trust the technology they use.
- Cybersecurity and data protection - Security and privacy will keep becoming more important, in order to build and maintain trust. Companies will also need to adapt to new data protection regulations and novel challenges.
Total Experience Solutions
Brands are burning the midnight oil to create exceptional experiences. However, they usually lead in offering one particular type of experience. Some excel at UX while others at total Customer Experience. It’s difficult for companies to be able to offer all four, despite having the potential to.
Total Experience is not easy to implement, but it’s not impossible either.
Evon Technologies, a leading software development company in India and a digital transformation leader, is ready to help businesses across industries with deploying Total Experience. For nearly two decades, Evon has been on the forefront of the latest technology trends and strategies, and is now applying TX lessons to custom app development processes for a total product experience. We use our expertise in MACH architecture, AI and ML, virtual reality and IoT, among others, to take a multiexperience approach to application modernization. Get in touch with us to know more, or write to us at This email address is being protected from spambots. You need JavaScript enabled to view it. to share your requirements with us.
