eCommerce
Embracing the total experience
John Hayes-Warren, CEO at Agilitas looks at four key disciplines that can help align customer and employee channels
W
hilst the technology channel continues to evolve at a rapid pace, many companies are now
considering a strategy that encompasses the ‘total experience’. Not only does this help mitigate ongoing business and market challenges, but it provides solutions that are aligned with the needs of the end-user. Tis way of working is becoming more critical to those looking to win new customers and further support employees. A total experience is defined as the process
of meeting the goals of stakeholders, across all channels and interfaces, during an engagement or interaction. Tis therefore creates shared experiences that encompass the multi-experience (MX), customer experience (CX), employee experience (EX), and user experience (UX). As employee and customer experiences mature, the need for
internal and external synergies has never been more important. In fact, a recent survey from Gartner revealed that in 2024, organisations providing a total experience (TX) will outperform competitors by 25%.
Conducting good business inside and out In an era defined by relentless connectivity and rapidly evolving customer expectations, a total experience strategy stands as the cornerstone of sustainable business success. TX can bolster Channel businesses - positioning them at the forefront of the market. By seamlessly interlinking experience ecosystems, companies can benefit from reduced customer friction, empowered employees, and exponential value offerings through unified communications.
28 | January/February 2024 A robust TX strategy considers the needs and
satisfaction of both customers and employees. Engaged employees who feel valued and supported are more likely to deliver better customer service by identifying issues quickly, mitigating problems efficiently, and keeping client satisfaction rates high. By interconnecting experiences, businesses can also create a valuable and accessible knowledge base that allows employees to learn from each other. Tis can also be used to refine and improve the TX strategy, identify new opportunities, and help channel businesses grow. TX can further be leveraged to build a
customer-centric culture. By optimising total experience, Channel service providers can enable consistent delivery of information allowing consumers to solve issues while staying engaged
with the brand. TX also creates a better understanding of the customer journey, allowing companies to identify points where customers are having difficulty and improve those experiences. Tis in turn bolsters engagement with customers in more meaningful, relevant, and personalised ways enabling long-term customer loyalty and advocacy. By optimising the total experience, companies can ensure that every
touchpoint is as efficient and effective as possible. Tis helps drive further investment while allowing companies to stay ahead of the competition and remain poised for growth.
Four principles of TX Implementing a total experience strategy requires a well-thought-out plan and commitment from all levels of an organisation. It is important to consider TX as a business strategy aimed at nurturing collaborative and supportive interactions between customers and employees, rather than fixating on any particular product or platform.
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