Total Experience (TX): What is TX and Why You Need To Know About IT
As businesses, we spend countless hours and budget spend on optimising the customer experience. We track, monitor, and analyse the user experience, then use this data to guide their actions.
We pour HR resources into managing and improving the employee experience, and how we can optimising our working environments to get the most out of our staff.
But these different experience markers don’t deliver the whole picture. They’re almost at competing ends of the spectrum, or different rings in the Venn diagram.
As we ramp up into 2021, leading research advisory firm Gartner have identified a new experience marker and tech trend that needs to be taken into account, that encompasses all these types of experiences and more.
What is Total Experience?
Total Experience, or TX, is inherent in its name. It’s about tracking, measuring, and utilising the whole of the experience for all users.
It’s about understanding that these differing user experiences don’t occur in a silo; that we can identify where these experiences meet and capitalise on this. It’s about developing the right strategies, and employing the right tactics that can create a holistic solution that encompasses all these different user groups.
Like the name suggests, it’s the whole thing. It’s focusing on every element of the user interaction. This enables you to create a unified, coherent experience across your entire brand, at every user touchpoint.
Why is TX important?
The momentum gained by the idea of TX seems to have come as a direct response to the disparity and seclusion we all experienced in 2020 (and for some parts of the world, 2021 as well). Interactions are increasingly happening virtually, or via mobile.
TX is important because of the level of impact it can deliver for brand awareness, perspective, loyalty, and growth.
How does TX work?
Let’s look at your business as an example. You have a website. You might have a shopfront. You likely have a database that your employees use. You may even have an app that your customers can use on their device to browse, purchase, and engage with your products.
If you could ensure these all worked together, using the same branding and messaging, and directly interacting with each other, you could deliver a total brand experience.
TX includes the small things, like the front end user experience on your website correlating seamlessly with the backend of your site. It involves the database talking directly to the website, and the app, to deliver the same information to all users.
Everything on your website, app, social media accounts, and even the database, is written in the same brand voice, speaking the same language. Your branding, marketing, and collateral would all follow the same colour and design conventions, delivering a complete marketing solution.
And when customers approach your shopfront, before they even arrive in the door they receive a notification on your branded app that helps them navigate in store. They’re sent friendly reminders of previous purchases and forgotten shopping carts. Your employees on the ground can interact directly with these customers, both face-to-face and using your business’ app on their own devices.
TX is about more than just different social media accounts. It’s more than an interactive website, a multimedia advertising campaign, or a ‘clever’ hashtag that you’re trying too hard to make into a thing.
It’s all of it, and how it all works together.
What can TX achieve for your business?
Working in discrete siloes doesn’t give you the full picture. It doesn’t show you how the user experience on your website directly correlates to customer experience in-store. It doesn’t tell you what separate employee and customer apps does for brand interaction.
TX allows your business to break down the barriers, and take the full experience of your brand into account. It lets your piece together the nuanced and interconnected networks between seemingly disparate business touchpoints.
A holistic TX strategy meets the needs and expectations of both your customers, clients, and employees. It allows you to determine where your business needs to make a change, where you could benefit from improved IT and IP assets, and about showing your customer base what doesn’t just make you different from your competitors, but why you’re in a different league altogether.
This is the experience that’s going to differentiate good brands from great brands in 2021. Incorporating TX into your business strategy will help put you head and shoulders above your competition.
Whatever your brand, whatever your business, leveraging TX is your way to give everyone that interacts with your brand the same complete experience.
To make sure your business is up to the task, get in touch with us today. We provide comprehensive IT consulting solutions to determine the capacity of your current IT systems, and help deliver a stronger, more powerful IT network that your business can leverage in your TX strategy.