Total Experience (TX) is a concept that many business and technology leaders continue to grapple with. What does it mean in relation to your business, how can you assess TX in your organisation, and how do you measure successful TX progress?
The following five points will provide an overview of TX, so you can better understand how it impacts your business.
The Four Experience Disciplines Combined
It is widely accepted there are four experience disciplines in the increasingly digital business landscape:
- Customer experience (CX) – the experience of customers when they interact with your brand.
- User experience (UX) – the experience of users as they interact with your products.
- Employee experience (EX) – the experience of employees as they interact with your company.
- Multi experience (MX) – the shared experience you create for customers, users, and employees across multiple touchpoints. An example is Netflix, where you can log in on any device and pick up from where you left off in your last interaction. The experience provided by Netflix, whatever the device, is seamless.
TX is an umbrella concept encompassing all four of the above experience disciplines. While there is a bit of jargon to get a handle on, the concept itself makes complete business sense.
For example, you could create a fantastic customer experience on your website. If you then imagine a scenario where a customer who has gone through that fantastic experience encounters a problem getting started with the product they have bought. In this scenario, you have offered a good customer experience but a shaky user experience.
That same customer then contacts your customer service team for help overcoming the problem, only to hear those dreaded words “sorry, my system is running slow at the moment, so I can’t get that information for you”.
This could be because of a sluggish device being used by one of your employees. That sluggish device offers a poor employee experience, but in this scenario, it also has an impact on user experience (as it delays a resolution to the problem) and the overall customer experience.
TX aims to cover all the above bases – customer, user, employee, and multi-touchpoint experience.
User Digital Experience Score
Now we can drill down further to get a deeper understanding of TX, all the while remembering the interconnected nature of the four experience disciplines and how TX encompasses them all.
We can start with User Digital Experience Score, an Access IT Automation metric that is part of our Access Symphony product.
User Digital Experience Score is a calculation based on thousands of data points across multiple time periods. The data points include app usage, machine benchmarking, hardware and device performance, user behaviour, and asset inventory. The data is collected from the devices being used in your organisation, the apps your employees use, and the various app combinations that employees operate at the same time.
The User Digital Experience Score gives you an overview of how well each device is performing based on real-world data.
This score tells you at a glance whether a device is running well or if it is struggling in certain situations. When a device is struggling, EX will be impacted, as will TX.
The User Digital Experience Score can also show you devices that are more powerful than what is needed for the user.
With all this information, you can then explore solutions, whether that is investing in new equipment, swapping equipment, moving the user to a virtual environment, resolving an issue with an app, etc. For example, giving a user a more powerful device in place of one that is running slow while giving another user a device with less performance to help you cut costs and energy use.
So, not only can you identify problems with the User Digital Experience Score, but you can also implement solutions that will improve TX in your organisation.
Net Promoter Score and Other CX Metrics
We move to CX metrics, now, including Net Promoter Score, or NPS. It is a calculation that tells you how likely it is that customers will recommend your brand to a colleague or friend. A low NPS is an indicator of a TX problem in your organisation.
Other common CX metrics are also important to TX, including customer satisfaction score and customer retention rate.
User Experience Metrics
For UX, you need to look at things like task success rate, i.e., can users successfully complete the tasks they start? Task completion time, error rates, and satisfaction surveys are also important elements in the user experience discipline of TX.
Multi Experience Assessment
Assessing MX and how it relates to TX in your organisation involves looking at the various touchpoints that users, customers, and employees have with your organisation and brand.
We can take employees as an example. Is there a seamless experience for employees as they move between different apps that are needed to complete day-to-day tasks, from project management apps to CRMs to accounting apps to messaging apps? Or is the experience disjointed, lacking in integration, and convoluted?
The Importance of TX
The above gives an overview of TX and what it is, but how much does it really matter? As businesses continue to digitally transform to remain competitive and profitable, the answer is that TX matters a lot.
As businesses in all industries are becoming digital businesses, the need for fast, seamlessly integrated, easy-to-use, and device-agnostic experiences has never been more important – for everyone who interacts with your company and brand. This is the idea that underpins the TX concept.