The ABCs of TX

“What can make a business truly successful?” Every business owner has pondered this question, and over the past decades, plenty of strategies have been produced and tested to tackle it head-on.

One of the more popular solutions has been to focus on customer experience or satisfaction. In recent years, business owners have taken a bigger-picture approach to this issue.

Total Experience (TX) is one such approach. This business strategy ensures that everyone who engages with a brand or company–from owners to partners, staff or employees, and most of all, customers – has access to and enjoys a holistic experience.¹ “Holistic” means that there is intentional interlinking of the customer, employee, user, and multi-experience.²

According to Gartner, “60% of large enterprises will use TX to transform their business models to achieve world-class customer and employee advocacy levels.”³ A study by Avaya also shows that 71% of businesses with good TX are more likely to have the right customer insight technology.⁴ This knowledge contributes to transforming collaborative experiences, which can empower everyone involved in a business.

With remote and hybrid work as the new normal, TX can position companies to cater to and improve all human interactions related to their businesses. TX can break down the walls between segments and create an all-encompassing and engaging experience for staff, customers, and others.⁵

From focusing on customer-based interaction, businesses are encouraged and trained to reframe how they can advance toward a more integrated process that can benefit everybody.

With the TX approach, this is how the customer, employee, user, and multi-experience can be best understood:

● Customer experience (CX). A business should prioritise the customer experience in the course of catering to their needs. Therefore, owners, partners (if any), and employees must take a closer look at everything that has to do with shaping their perception, participation, and other possible related behaviour or emotions.

According to Avaya, “customer experience goes beyond just employees in the contact centre. All employees in the organisation have a role to play in providing an exceptional customer experience. The very essence of superior CX is doing the right things for customers and employees at every opportunity.”⁶

● Employee experience (EX). Like CX, EX looks at employees’ perception, participation, and other relevant behaviour or emotions. This is important for any business to predict what kinds of training, equipment, or other resources might be needed to empower employees in providing efficient service to customers.

● User experience (UX). UX pertains to the experience of anybody using or availing the products, services, or resources of a company. Studying this also adds to assessing and predicting behaviours, habits, and feelings that can benefit a business.

● Multi-experience (MX). With MX, customers, employees, and other users can explore other options in terms of developing a better experience with a brand or company. “The focus is not just on business-owned channels, but also on customer-preferred touchpoints and modalities like texting and chatting. When done right, this leads to more engaging, meaningful customer interactions.”⁷

Strengthen products and resources

Revisiting existing products, services, and resources and identifying how they fare in the market or among customers is routine for many companies. This practice can benefit those implementing the TX approach as well. By examining past initiatives, campaigns, and data, businesses can get insights into user behaviour and habits to craft their TX strategy.

Empower employees

Businesses tend to hire the best of the best, thereby bringing well-trained and insightful employees into their fold. But these sources of knowledge and skills cannot be maximised without regular training and reliable systems. A business can centralise all the employee resources, develop team collaboration, and establish feedback systems to ensure that the staff are equipped to make decisions and act.

Improve technology

A business can start by leveraging technology, which can streamline communication processes better and improve end-to-end experience for both employees and customers. Integrating collaboration tools, dashboards for customers, operations, and human resources, bots for automation; and speech recognition for employee and customer insights can help personalise experiences and predict customer behaviour that can improve future products and transactions.⁸

Here are four steps to improve your technology for TX.

1. Simplify the process. Technology’s potential is fully realised when it makes things easier for anybody and everybody, and if possible, in just a single streamlined platform. One example of this is Singtel Paragon, our industry-first all-in-one platform for your digital transformation needs - whether it’s performing 5G network slicing, deploying edge computing, or connecting to an ecosystem of plug-and-play solutions. By doing away with complicated systems that confuse users and clients, companies benefit from scaling positive experiences through simplified network management, resulting in business growth.
2. Be agile. Want to connect with clients faster? Want to connect more devices without reduction in quality and speed? Want to make sure all systems are running as expected and as smoothly? A powerful 5G service and a reliable network structure is what any company should invest in.
3. Make everyone feel safe. Cybersecurity is a top priority. With different kinds of people online, with different motivations and goals, companies need to make sure that anybody who is engaging with their brands, services, or products have strong trust and confidence in the processes they are involved in. By ensuring this, businesses can build a loyal following.
4. Strengthen quicker and more efficient turnarounds. Nothing turns off a user or a client any more than a slow system, or worse, a lack of response. Businesses need to invest in proper tools and services that guarantee on-time feedback and assistance for any user or client.

By achieving these initial steps, companies have a much better chance of attaining their desired business outcomes–from increased customer satisfaction to enhanced employee efficiency to higher product quality.⁹

While TX has been tested and proven to be instrumental to business success, change of any kind can be challenging to a company, therefore hindering them from progress.

With our next-gen 5G network and suite of DX innovations, we can help you implement TX more smoothly. Contact us to find out more.

Sources

¹ The Future of Commerce, Total experience: Definition, benefits, tips of TX, 2021.

^{2, 6, 7} Avaya, The State of Total Experience, 2021.

³ The Future of Commerce, Total experience: Definition, benefits, tips of TX, 2021.

⁴ Business Wire, Avaya Study Finds the Most Successful Businesses Focus on Total Experience, 2022.

⁵ Bocasay, Total Experience: A New Approach to Retail Business Strategy, 2020.

⁸ Insights, Beyond the customer experience (CX): The total experience (TX), 2022.