Helping businesses gain the advantage of Total Experience

Paul Lang, Head of Contact Center Solutions Marketing, Avaya

For today’s businesses, competing on customer experience isn’t enough. Across all industries, the Total Experience (TX) has rapidly become table stakes for driving measurable, lasting success. Defined as a strategic technique to build business and its insights, TX means making connections and providing a seamless link between customer, employee, user, and multi-experience. Through this interaction of multiple constituents, TX not only helps businesses build customer loyalty; it delivers the potential of achieving a transformational business yield. 

Yet, implementing Total Experience is no simple feat—even for businesses that have embraced digital transformation. It requires building strategy, technology capability, and innovation frameworks holistically, as the experience must be end-to-end. Planning, implementing, and measuring these different functions in silos simply doesn’t work. Total Experience requires businesses to bring them all together.


Measuring Success
Helping a company achieve the goal of Total Experience begins with evaluating its current customer strategy. Through a benchmarking study from IDG Communications, we’ve provided a way to measure TX and understand the role customer experience plays in it. The study surveyed 500 enterprise companies worldwide, exploring the relationship between customer experience, employee experience, user experience, and multi-experience. Through this research, we gained insights into how businesses can become truly customer-centric in an intentional way.

Building a Strategy
Helping companies create a truly cohesive, strategic, and forward-thinking customer strategy requires a Total Experience approach. To provide the very best possible customer experience, all working parts need to be satisfied. If employees are unhappy, customers are likely not happy, and vice-versa. If vendors don’t understand the service that they’re providing due to a lack of communication, customers are going to be unhappy when there are supply chain issues. In other words, all experiences must blend cohesively, so that a company can run like a well-oiled machine, instead of like a collection of disparate channels. 

For example, if a company’s customers can’t connect easily with customer support without having a consistent experience across all devices, it will negatively impact the overall experience. Simply put, the interaction between customer and organization must be completely seamless. This is what Total Experience accomplishes. 

Moving to Cohesivity
In the IDG study, only half of the surveyed companies rated themselves as “good” on “cohesive interaction strategies.” And what components are included in this strategy? In the study, companies ranked themselves for the following: mobile, social listening, expanded service channels, real-time social media engagement, and analytics. These all must be included in a cohesive customer strategy and an overall business strategy, as well as customers’ Total Experience journey.

How Do Your Customers Stack Up?
Help your customers understand how they stack up in terms of Total Experience. Visit our web page to learn more about TX and how you can help your customers use it for a total customer solution. Share the self-assessment to see where they land on Total Experience, and then start the conversation about a broad communication toolset that will deliver happier employees, happier customers, and better business results.