According to the new Gartner report from its 2021 Digital Business Acceleration Survey findings, CEOs and CIOs said that the top two reasons for achieving digital transformation and digital innovation are to enhance the customer experience (58%) and to improve employee productivity (57%),
But with forces such as new technology helping businesses fine-tune their processes, the great resignation post-COVID, and end-user expecting world-class customer experiences – it’s never been more difficult to win new deals and recruit (and retain) top talent.
While both customer experience and employee experience have been high-priority initiatives for tech and enterprise companies, they have lived in silos. Both areas have been owned by separate teams and treated as separate projects. Product, UX design, and customer support teams have worked on customer experience, while people management and HR functions drove organizations’ employee experience projects.
Gartner’s new report highlights this siloed organizational approach as a critical problem that must be addressed to maintain relevance in the new digital age. To do so, business leaders must unify their companies’ experiences – from user experience (UX), customer experience (CX), and employee experience (EX) into one cohesive, shared experience, termed total experience (TX).
Total experience (TX) is the holistic experience that brings together multi-experience (MX) user experience (UX), customer experience (CX), and employee experience (EX), into one streamlined experience that is unified across an organization. TX provides organizations with a unique experience that is much more difficult to replicate than a strategy – making it a moat for businesses to both defend and differentiate themselves from their competition.
The above graphic from Gartner shows how multi-experience (MX), user experience (UX), customer experience (CX), and employee experience (EX) are all connected in a company’s digital experience and ecosystem – this is known as total experience (TX).
In March 2020, enterprise companies were forced to re-imagine how both employee and customer relations as organizations moved to a remote, virtual workplace model. This forced the hand of many organizations to speed up the digitalization and technology adoption trends that were already in motion, in order to accommodate such a disruptive change across core business functions and processes.
Now, both employees and businesses understand that remote work is here to stay – and that it can be more efficient and productive than the traditional way. Companies are tasked with optimizing, operationalizing, and scaling these new business processes across their organization – meaning now is the time to invest in TX.
Here are a few of the most obvious benefits of investing in your organization’s TX.
A unified experience allows organizations to build their brand directly into their experiences across the company. TX provides a competitive advantage that is nearly impossible to replicate – as an organization’s core functionality, experience, and product is the brand.
This allows organizations an advantage on acquiring new customers with processes that are core to their brand essence, while also leveraging that to recruit best-in-class talent (and retain them.)
Organizations have tried to address the siloed teams issue for years, pushing for cross-functional teams and special project teams to tackle difficult problems core to their business objectives. With TX, enterprise and tech companies break down the walls between teams – allowing for better data sharing, more collaboration, clearer communication, and an overall culture of knowledge sharing that ensures all teams are leaning on one another for support and all working together to solve the most critical problems facing their companies
When internal barriers are broken, better communication occurs. But TX also promotes better communication and interactions between customers and companies through integrated, on-demand, customer self-support. With an integrated TX strategy, customers are able to find answers and support for the questions and problems they have both when they need it, and on the channel they want it.