Total Experience Strategy: How To Ensure The Best Experience

Integrating the experiences of customers, users and employees is the main objective of Total Experience Strategy. This technology trend was present in the 2021 and 2022 Gartner reports, and the need to understand its benefits and applications is increasingly clear. Business strategy helps accelerate business growth by managing the experiences of multiple stakeholders, generating greater trust, satisfaction, and loyalty.

According to the 2026 Gartner report, 60% of large enterprises will use Total Experience Strategy to transform their business models. This combination of experiences is capable of providing a competitive advantage, better engagement rates, and high performance. The challenge is to be able to connect different users and deliver the best possible experience to each of the audiences involved in the business.

Together we will win!

Total Experience Strategy is the combination of Customer Experience — CX, User Experience — UX), Employee Experience — EX, and Multiexperience — MX. It is believed that the union of these forces is capable of achieving results superior to those that would be achieved by each of the isolated experiences. However, in order to achieve that, it is necessary to connect all these universes in a holistic way.

Combining these disciplines, which are often sectored in organizations, is crucial. Therefore, this strategy only achieves success if the integration follows the entire journey of the internal and external customer. By achieving this objective, the company also obtains a competitive edge in the market.

Putting this strategy into practice requires collaboration, co-creation, and integration between different areas. Moreover, it involves a deep process of mindset change and strengthening of the organizational culture. According to Jason Wong, VP Analyst, Research & Advisory at Gartner, Total Experience is a business strategy focused on creating shared experiences, which interconnects four disciplines.

1. Customer Experience

The products offered on the market are increasingly similar and, in the Age of Experience, what helps to differentiate one product or service from another is exactly the experience that the brand provides to the consumer during the purchase process. That is where Customer Experience (CX) comes in; a set of customer feelings and perceptions that result from interactions with employees, systems, channels or products.

This set of actions is important, as it is capable of adding value to your business. Throughout the purchase journey, it is important to unify the service of the entire company, that is, everyone must be able to serve the customer in the same way. With that in mind, think about your organization’s goal: Is it to be the most attentive? The fastest? The most qualified?

Strengthening that purpose during the customer journey is a very important strategy. According to research data from the 2022 Zendesk Customer Experience Trend report, 90% of customers will spend more with companies that personalize the service they offer. In addition, customers expect service to be fast, easy, and efficient.

Remember, CX is much more than a service: it is a relationship. Therefore, have all customer touchpoints mapped and allow them to choose their own path (channel) during their purchase journey. Moreover, if possible, follow Steve Jobs’ advice: “Get closer than ever to your customers.  So close that you tell them what they need well before they realize it themselves.”

2. User Experience

According to Gartner, User Experience (UX) is the sum of the effects caused on a person by a digital solution. That is, UX efforts focus on the experience people have when interacting with a specific product or solution. And, of course, these experiences can be positive or negative.

The term UX originated in 1986 and was popularized by Don Norman, when he was Vice President of Apple’s Advanced Technology Group. For him, User Experience “is everything related to your experience with the product. And maybe you don’t even need to be close to the product, you could be talking about it to someone”, he points out.

Keep in mind that these experiences pertain to using a particular product or service, and this is completely different from the shopping experience (CX). When thinking about UX, think about your relationship with your computer, phone, operating system, car, and everyday applications, for example.

Realize that these experiences are strongly present in everyday life and that the mission of UX is precisely to simplify and improve the user’s life. Therefore, throughout our services of Product Conception and Development of new products and services, we explore ideas and conduct research seeking to understand users in depth. Only in this way, can we generate value, solve real pains and problems and provide appropriate user experiences.

3. Employee Experience

We already know that customer experience and user experience are very important, but have you ever wondered what the experience of employees in your company is like? Are they engaged? Are there ways to measure this engagement? The eNPS (Employee Net Promoter Score) can be a good ally to search for data and information.

This tool, in addition to evaluating leaders, helps to understand everyone’s view of the products and services developed by the company. In addition, through this metric it is possible to measure people’s level of satisfaction and classify whether the organization has a good working environment, for example.

The application of this tool consists of a set of objective and discursive questions that evaluate segments such as product, leadership, and company. These surveys can be carried out at several times, as their methodology is considered simple. Through these results, it is possible to transform information into action plans, which result in data-driven decision-making.

Having a team made up of engaged people is also profitable. In contemporary companies, empathy in the interactions between leaders and followers and Nonviolent Communication (NVC) have become essential practices, since the experience of the employee also needs to be pleasant. At SoftDesign, the mission of Endomarketing is precisely to bring a good experience to all people, regardless of where they are, since we are a remote-first company.

4. Multiexperience

According to Wong, multiexperience looks at the different technologies of the digital experience, from the web and mobile apps to chatbots, wearables, and immersive technologies. “In the new economy, we believe that experience will increasingly become a competitive differentiator”, he emphasizes.

The multiexperience is the consolidation of the Omnichannel — the simultaneous and interconnected use of different channels (online and offline), which improves customer experience. This means that, by investing in technology and process automation, your company will be able to offer unique experiences across multiple communication channels.

In practice, the objective is to provide customers with a personalized journey, where they can buy products through the website, pick up their purchases in physical stores and seek service through a chat or telephone, for example.

Inspiring Internal and External Customers

How about reflecting on how you can integrate the entire company in this Total Experience Strategy journey? One idea is to start by inspiring your business’s internal audience by applying the Employee Experience. Share information, strengthen the culture of collaboration and feedback, and present ideas and products to employees with the same motivation and enthusiasm as official launches. This inside-out movement helps create brands loved by everyone.

This is the case with big techs like Apple and Amazon, who always look for validation and internal inspiration before launching new products. It is this behavior that drives the competitive differentiator and that transforms the company into a desire for consumption not only for customers and users, but also for the employees. “Companies need to use and understand Total Experience to transform their operating models, and it will help them deliver better to customers and employees, accelerating growth and profit,” said Wong.

When the time comes to build digital products and services, whether internal or external, do not hesitate to contact us. Together we can work on the User Experience best suited to your users’ needs.