Why is it appropriate for a company to deploy a strategy based on Total Experience?

Every business has one main goal: to satisfy customers and keep them coming back! To achieve this, there's often a whole process involved, which isn’t always straightforward and involves many players, especially employees.

Nowadays, there are more and more tools available to businesses, like artificial intelligence, big data, and marketing automation, that help tackle their challenges more effectively.

This is where the brand new discipline known as Total Experience (TX) comes in, which aims to meet the needs and expectations of everyone involved, including the business itself, its employees, and ultimately its customers.

But what’s the strategic benefit for each company to incorporate TX into its management? 

Well, Total Experience offers companies the chance to refocus all their efforts to maximize the experiences of their consumers, employees, and subcontractors. This approach aligns with Lean production principles where each step affects the previous one and the next. Companies adopting this Total Experience dynamic find that overall satisfaction truly increases.

Furthermore, we can say that user experience (UX) is somewhat the starting point that has led to TX. Many leaders are concerned about UX because it’s a prerequisite for performance, whether online or offline. Today’s internet users are accustomed to navigating user-friendly platforms. They expect a smooth and enjoyable experience everywhere and all the time. This holds true when they shop on an e-commerce site and even when they’re simply comparing information to make in-store purchases later. So, it’s essential to place the user at the heart of the digital strategy.

Every business needs a TX strategy because it must continuously improve its Customer Experience (CX) and Employee Experience (EX), especially since these interactions have become more mobile, virtual, and distributed, mainly due to COVID-19.

Total Experience goes beyond just improving one party's experience: it enhances experiences at the intersection of several actors to achieve transformational business results. These cross-experiences are key moments for every entity. TX is a discipline that requires organizations to rethink how they influence behaviors and technologies, taking into account the feelings, emotions, and memories that shape UX and EX, as well as the experiences of all partners involved.