The total experience strategy

Customer Experience Management

The total experience strategy

Since 2020 and 2021, Gartner introduced multi-experience as a top strategic technology trend. It estimated that by 2024, organizations providing a total experience will outperform competitors by 25% in satisfaction metrics for both customer experience and employee experience. 

Total Experience encompasses the complete company experience, from the employee to the customer and users. It involves more than just taking care of customers, it means providing an excellent environment for a company’s stakeholders. 

From Customer Experience to Total Experience 

Customer experience refers to the relationship developed between a consumer and a brand over time. Nurturing this relationship through smart CX (customer experience) is a powerful path to building loyalty and revenue.  

As valuable as CX is to the growth of both a customer base and business, it’s only one piece of the large Total Experience (or X2M – an acronym created by Timsoft – referring to Everyone Experience Management) puzzle. Strengthen the employee, user and multi experience have a major impact on a company’s growth. A cohesive Total Experience has the power to align this interconnected experience to help build the loyalty among customers and employees. The results are numerous, reaching mainly:  

Customer Satisfaction: A survey conducted by McKinsey*1 determined that positive customer experience led to 20% higher customer satisfaction rate. 

Employees engagement: Ensuring a great employee’s experience leads to higher productivity rate thus higher customer loyalty and engagement. 

Increase revenue: Forrester*2 discovered that brands with exceptional customer experience earn 5.7 times the revenue of brands with less customer experience success. 

What does the Total Experience look like? 

Total experience is a business strategy that drive supportive, shared experiences between customers and employees as opposed to being about any specific product or platform. 

Indeed, delivering a compelling and well-orchestrated customer experience is directly intertwined with how well employees are empowered to do their work and respond to customer needs while also feeling fulfilled by their job.  

CXM – Customer Experience Management with Salesforce

 

To be efficient, businesses require all their data to be in one place, a CRM is essential for businesses to run smoothly especially when customers’ needs, and expectations keep soaring increasingly. Customers want experiences that are connected, memorable and differentiated. Managing your customer experience could be as simple as a spreadsheet or as complex as a database.  

As it’s the case for US Bank and its partnership with Salesforce. It connects all its employees with a single, unified database of customer information. The solution also allows the bank to turn raw data into high-value insights, which can be used to drive decision-making, and personalize its financial offerings for customers. 

EXM – Employee Experience Management with PowerApps Microsoft 

Clearly, there’s a huge variety of ways to improve the employee experience, ranging from delivering excellent communication to providing employees with meaningful work and a pleasant work environment. 

However, these improvements can be difficult to implement if you don’t have the right tools. To sufficiently support your employees, an intranet software solution can help you simplify productivity, streamline communications and promote a positive employee experience.  

Timsoft Group, took the lead in Power Apps, Microsoft (A Low-Code/No-Code platform to develop apps) to build user-friendly mobile and desktop applications integrated with Teams and other Microsoft products to facilitate its employee’s life, such as Leave Request (an app for vacation and staff off management) or SpenSoft (an Expenses Management app).  

Total Experience framework  

Transformation doesn’t happen overnight; it must start with a 360-degree view. For a Total Experience to be total, you need to continually take the pulse of how effective and useful your solutions and services are to users. To kickstart the plan with:

  1. Evaluate: How do customers currently perceive your brand? Define your current state, audit your current capabilities, and deliver on your brand promise.  
  2. Envision: What do you want your brand to be known for? Turn your ideas into fact-based experience designs, blueprints, and business cases that will drive growth and reduces costs.
  3. Execute: What specific steps are needed to take your brand from where it is now to where you want it to be? Build new sales and service delivery models to eliminate friction, develop capabilities, implement design thinking, and launch your experiences.
  4. Engage: How are you staying in touch with the people who drive your business? Develop and deploy tools, resources, and strategies to engage your employees and customers where they are, using the channels and devices they prefer.
  5. Evolve: How are you keeping up with your customers. With your employees, and with the times? This is an ongoing step, not a sequential one. At each stage of Total Experience orchestration, create feedback loops, measure and monitor your progress, and advance your program to meet changing needs.

 

With the pace of digital transformation accelerating in part due to changes brought on by the ongoing pandemic, companies’ primary objectives are to enhance customer experiences and improve employee productivity. 

Timsoft now fuel companies’ Transformation plan for a total experience through its Exceptional solutions and partners.
Going along with an open space for sharing, if you want to learn more about Total Experience check X2M LinkedIn Group 

 

Sources
*1: Mckinsey, Personalizing the customer experience: Driving differentiation in retail, April 2020
*2: Forrester, Better Customer Experience Correlates with Higher Revenue Growth in Most Industries, July 2015 

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