Embracing Total Experience (TX): A Holistic Approach

In today’s fast-evolving business landscape, the emergence of the experience economy and digital transformation has significantly altered how organizations interact with their customers and employees.

Let’s take a look at the concept of total experience (TX), an approach that could redefine your business’s strategy for success. Here’s why organizations are considering shifting to TX.

The Rise of the Experience Economy and Digital Transformation

The early 2000s witnessed a paradigm shift in business strategies. Companies began to realize that customers sought more than just the functional benefits of a product or service; they craved enriching and immersive experiences. This realization gave birth to the experience economy, redirecting investment and efforts toward creating engaging and memorable experiences in every customer interaction.

Simultaneously, the digital transformation era began, where organizations integrated digital technology into various aspects of their operations. These two revolutions have enhanced competitiveness, customer satisfaction, and business growth.

Total Experience: A Holistic Approach

The concept of TX takes a comprehensive approach, combining customer experience (CX), employee experience (EX), user experience (UX), and multi-experience (MX). It’s about the sum of all individual experiences and impressions with a company, including online and offline interactions. TX recognizes that these interconnected aspects impact overall satisfaction and loyalty.

Gartner predicts that by 2026, 60% of large enterprises will employ a TX strategy, aiming for world-class customer and employee advocacy levels. This prediction underscores the importance and potential impact of embracing TX in your business strategy.

The Benefits of Total Experience

Adopting a TX focus offers exponential value over addressing each experience domain individually. It leads to a more comprehensive and positive overall experience, resulting in improved customer and employee satisfaction, higher retention, and stronger brand advocacy. Moreover, TX initiatives encourage internal collaboration and provide more comprehensive insights, leading to better product and service design and delivery.

Implementing Total Experience in Your Organization

To transition to a TX-focused strategy, organizations need to expand their thinking and efforts beyond individual disciplines. This shift starts with a cultural change, spearheaded by leadership. Establishing a TX center of excellence can facilitate collaboration across different disciplines, accelerating learning and results.

Furthermore, a robust technology stack is crucial for capturing and analyzing data, providing personalized experiences, and automating routine tasks. This technology infrastructure should include data collection, integration, advanced analytics, personalization, and automation tools.

The Critical Role of CX Leaders

CX leaders are uniquely positioned to drive the TX initiative. They should start by building a case for TX, highlighting its benefits, and aligning business goals with experience goals. Identifying the right technology support and listening to the voices of customers and employees are also key steps in this journey.

The Time for TX is Now

As we look toward the future, TX presents an incredible opportunity for organizations aiming to differentiate and enhance their customer experiences. It’s a powerful approach that can drive existing experience-improvement initiatives and lead to more comprehensive results.

Interested in learning more? Read the entire article: Moving Beyond Customer Experience and Employee Experience to Total Experience.

It provides detailed insights and actionable strategies that could be pivotal in transforming your organization’s approach to customer and employee experiences. Embracing TX could very well be the key to your business’s long-term success and relevance.


Read and download the January 2024 issue of CX Insight magazine.

In this issue, we delve into cutting-edge trends, innovative strategies, and the inspiring stories of industry leaders shaping CX’s future.