#4 Gaining the Trust and Support of Customers and Employees Through Total Experience (TX) Strategies
To survive in today’s fast-paced world, companies need to swiftly update their strategy and adopt technologies that will likely significantly affect the customer experience. That’s why keeping up with the most recent developments in the field of digital transformation is essential.
As discussed in the previous post, expediting transformation and getting over IT roadblocks is about equipping business technologists with the appropriate tools. With these technologies, they can easily automate routine tasks and develop new services by dragging and dropping digital capabilities and data.
Here we’ll look at why total experience (TX) strategies are crucial for generating more revenue and keeping the top talent around so businesses can stay agile and sustainable. Let’s dive right in.
What Is Total Experience (TX)?
Many companies are struggling to keep up with the growing trend of using a mix of virtual, mobile, and distributed platforms for communicating with customers and employees. Historically, there has been minimal overlap between customers’ and employees’ experiences. While customers use cutting-edge, consumer-focused apps, many businesses still rely on antiquated, in-house enterprise systems. This gap between customers and employees harms the entire user experience.
Total Experience (TX) is the answer for unifying the various channels used to interact with customers and employees into one seamless experience. It centers on integrating back and front offices and coordinating efforts to achieve organizational goals. By connecting and coordinating internal and external processes, total experience strategies guarantee the best possible service to employees and customers.
Benefits of Adopting a TX Strategy
The following are some ways that businesses can get a competitive edge through total experience strategies:
- Harmonizing customer and employee experiences: According to a report from Salesforce and Forbes Insights commissioned in 2020, businesses can generate nearly twice as much income as their competitors by bringing their customer and employee experiences into sync.
- Providing teams with a targeted improvement plan: It might be overwhelming to decide which of multiple projects to launch first while trying to accelerate business growth. Teams can use a TX strategy to evaluate the relative importance of different projects and prioritize their work accordingly.
- Fostering trust and loyalty among employees and customers: Getting new customers or employees often comes with a hefty price tag. According to research conducted by the marketing consultancy Invesp, it costs nearly five times as much to bring in a new customer as it does to keep an existing one. In the same way, employee turnover costs businesses more than just money. If we lose top employees, we risk losing our most consistent performers, creative thinkers, and efficient problem solvers.
Different Components of Total Experience (TX)
Improving the TX will require a thorough familiarity with all its components:
- Multi-experience (MX): This is the entire experience that a company provides through its products or services throughout several touchpoints. About a third of consumers won’t think twice about abandoning a brand after a single negative experience.
- User experience (UX): This refers to how simple and straightforward it is to use your business’s products and services. Customers today place a premium on promptness, ease of use, employee friendliness, and overall pleasant experience.
- Customer experience (CX): This refers to how satisfied and happy clients are with every stage of their journey with your company. 63% of shoppers are fine with handing over their data in exchange for superior service.
- Employee experience (EX): This is about how you treat your employees during their time with you and how they feel about your business. 82% of American consumers want more human interactions, which shows how crucial they are. The same is true for employees as well.
Considering 54% of American consumers agree that most businesses’ customer service could use some work, bridging the gap between customers’ expectations and reality is crucial.
Improving every facet of TX at once won’t be easy. Delighting and motivating your team to the point where they provide excellent service to customers across all your business’ touchpoints and channels is essential. But, if you put in the time and effort and have the right tools, you can do it.
Strategies for Improving Your TX
Improving the TX is all about achieving shared goals and strengthening bonds between brands and consumers as well as employers and employees. Here are the strategies you can implement to accomplish this:
Define Your Goals, Objectives, and Value Proposition
If it is well-planned and carried out, a TX can encourage more comprehensive and genuine interactions and experiences from your brand. Every customer interaction is an opportunity for TX delivery to express a company’s values, unique selling points, and mission. Companies can motivate workers to think about the TX throughout all initiatives by painting a fresh, captivating outlook and reviewing the company’s pillars.
Create a Strategic TX Plan That Spans All Departments
Data collection tools like focus groups and surveys can be useful. However, journey mapping is crucial for developing seamless and flexible solutions within cross-functional teams.
Journey mapping is helpful for many stakeholders, including leads, customers, partners, staff, users, and even products and services. Taking descriptive and analytical notes on what everyone is doing at each stage of a process can be a simple way to highlight gaps, pain points, and sources of frustration in the present state, as well as to keep track of hand-offs and links between divisions that are yet to be established.
Accommodate the Customer Across All Channels
Whether in person or online, today’s consumers expect to interact with brands seamlessly. To maintain a competitive edge, businesses need to be present and active in all the channels where they interact with customers. That’s why they should adopt an omnichannel strategy that emphasizes the Total Experience.
In addition, tracking data analytics and attribution becomes much simpler with a consolidated and end-to-end journey. When managers can see customer activity in the field, they can better understand the market, improve their planning, and maximize the effectiveness of their marketing campaigns.
The Bottom Line
Aligning CX and EX, increasing retention rates among customers and employees, and prioritizing areas for growth are all possible with a TX strategy. While TX mastery in today’s digitally enhanced experience economy may be challenging, the rewards of doing so are substantial: increased business value, happier employees, and more loyal customers.
If you have any digital marketing needs related to TX, PERC is here to help. Feel free to contact us for a consultation.