CX, EX, UX… what if we talked about TX?

How does a company interact with its customers?

At every step of the buying journey—from marketing to sales and customer service, and at every point in between—companies engage in a series of interactions with their customers.

This is what we call customer experience, or CX.

It's important to note that CX isn't just a set of actions. It's a discipline that also focuses on how customers feel and what they think about the brand.

So, why is customer experience so important? As products become increasingly commoditized, customers notice the differences in their experiences with the company rather than the specific features and functions of the product.

Customers want to feel connected to their favorite brands and for the companies they buy from to know and respect them. CX has become the main competitive differentiator. Therefore, companies must ensure their CX strategies can provide personalized and enjoyable interactions at every customer touchpoint.

But what about the employees, since there's a clear link between employee engagement, customer satisfaction and loyalty, and company performance?

We're talking about employee experience (EX) management, which often parallels CX management. There’s a similarity in the approaches: regularly listening to expressed needs and providing tailored service for each request.

What if we could bring all these disciplines together—CX, EX, and many others—into one encompassing all these aspects?

This is what we call Total Experience, which aims to identify the intersections of customer experience, employee experience, and user experience, helping companies implement the most impactful solutions for better management. This is particularly important as we approach 2021 due to the changes and constraints imposed on businesses over the past year by the COVID-19 pandemic.

It presents an opportunity for companies to refocus their efforts to maximize the experiences of their consumers, employees, and subcontractors.

Finally, companies that can treat their operations as a unified whole and target the entire range of experiences will certainly position themselves as leaders in the years to come. This will enable them to deliver their services in remote working conditions and within an omnichannel ecosystem for a rewarding customer and employee experience.