What is Total Experience?
Total Experience (TX) has been listed as one of Gartner’s strategic technology trends for 2022. A successful TX strategy results in a seamless, delightful, and empowering encounter with a brand, for both external and internal stakeholders.
Total Experience embodies the entire company experience – including:
- User experience (UX)
- Customer experience (CX)
- Employee experience (EX)
- Multi-experience (MX)
- Customer Experience Management (CXM)
The business benefits of a TX approach for both public and private sector organisations, include improved customer lifetime value, improved business efficiency and happier employees that take less effort and cost to attract and retain.
It also helps to accelerate business growth and produce transformational outcomes.
A unified approach to managing an organisations’ many and various stakeholders, will drive greater satisfaction, confidence, loyalty, retention, and advocacy. If employees are happy and have a positive experience with your brand, they will be more likely to deliver a high-quality service to customers, who in-turn, will benefit from a better experience.
And as today’s modern workplaces settle into a remote and dispersed paradigm, a united TX strategy is essential – as is having the right technologies, tools, and partners in place to enable this.
However, for many large and complex organisations, UX, CX, EX, and MX remain siloed, operating in isolation from each other.
Differing digital and experience maturity across these disciplines is often a cause of customer or employee dissatisfaction. Many of us will have experienced as customers, the dissonance of a transfer from one part of the organisation – where experience is seamless and connected, to another where perhaps, systems and processes are less advanced or connected. The resulting disruption to the customer journey and potential negative sentiment this can cause, can be catastrophic to brand integrity and lifetime value.
The journey towards Total Experience, is therefore a C-Suite agenda item, requiring alignment and focus across the silos of the organisation, and an incremental approach to digital transformation that embraces every aspect of the customer journey.
Gartner, Top Trends in Government for 2022
And there’s a ‘watch out’ here too, that tech vendors typically pay less attention to, which is to make sure that you’ve considered the offline parts of your engagement journey also in terms of any branch network or any paper communications that are sent out to customers during their life with your brand.
Many of the ‘experience’ disciplines most usually associated with TX are digital in nature but failing to consider offline and paper engagement points can also create dissonance and ultimately negative sentiment – not to mention unwanted contact centre volume, that may add both cost and resourcing challenges to an already complex environment.
How can CDS help with total experience?
Here at CDS, for almost 30 years we’ve been helping organisations with strategic transformation. Focusing on enabling change through technology architecture, integration and implementation and business process outsourcing.
Our experience tells us that information flow, control, governance, and differently paced digital change are typical pain-points for large and complex organisations – the holistic view that a TX strategy brings can play a huge role in surfacing these pain-points so that they can be tactically, and strategically addressed.
We’re here to help you identify which areas of your current TX strategy are performing well and which ones aren’t – across the back office, the operation, and into the front-end.
But for transformation to be successful and to ensure that it serves every stakeholder, you need to have an accurate understanding of all those audiences, both internal and external.
This is achieved by conducting in-depth, user-centred behavioural insight to get under the skin of the stakeholders who engage with your organisation, understanding their wants, needs, and frustrations. It’s only when the truth of these user journeys is established that you can begin to create an inclusive and equitable TX that has all brand interactors at its heart.
With our insight, digital expertise, technology-agnostic approach, and deep-tech experience, we’re equipped to help organisations to identify and choose which strategic and tactical challenges to tackle first, to achieve the greatest speed to value.
In short, we remove the barriers to a meaningful relationship with your customers and your workforce.
What services does CDS offer?
Our services span four key areas – experience transformation, operational transformation, technical enablement, and business process outsourcing.
We appreciate that change can be challenging to navigate, but we’re experts in simplifying complexity to help you deliver the outcomes you and your users need.
The end-solution will be different for each organisation but could include implementing a CMS re-platforming or DXP project, process automation, business intelligence, behavioural insight, data analytics and printed communications.
It’s our job to help businesses to identify their unique challenges and create a successful TX strategy that solves these.
The industry leading partners we work with
We understand that every company is different, and that’s why our discovery phase identifies the most suitable technology to help you overcome your own hurdles and achieve true TX.
To do this, we work with an ecosystem of best-in-class partners, and our tech-agnostic status means we always choose the appropriate solutions for the challenges in hand.
What role does a Digital Experience Platform play in TX?
Garter defines a DXP as: “A well-integrated and cohesive set of technologies designed to enable the composition, management, delivery, and optimization of contextualized digital experiences across multi-experience customer journeys.”
Therefore, when it comes to the digital transformation of your business, and the TX it offers, a DXP is a way for you to listen to and personally communicate with your stakeholders.
It allows you to quickly deploy personalised experiences across multiple digital touchpoints and use the resulting data to help improve quality of service and brand loyalty.
And in today’s competitive landscape, where consumers expect customised and personalised interactions, it’s highly important organisations get this right.
If you already have a DXP in place, CDS can also help you to refine, evolve, and develop it tactically to extract the most value.
New regulator, new challenges.
Facing tight deadlines, we resolved Social Work England’s speed-to-value-challenge by deploying Appian’s low-code technology and Umbraco CMS to build the Social Work England website.
This meant our team of experts could build applications 20x faster than when using traditional techniques, and seamless connections and integrations created a delightful user experience via the front end of the website.
The future of policing.
We helped to deliver the most significant change in UK policing since the 999-emergency number was rolled out across the UK in 1976. The client wanted a single digital platform for all UK police services to provide nationally consistent, locally branded police services, brought together in a single ‘digital police station’, and for the experience to be as friendly as approaching a bobby on the street.
We used Optimizely (formerly Episerver) software, expertise and modular solutions developed for the Metropolitan Police Service website project to launch SOH, while extending the platform with new core services, and providing strategy, leadership, and service delivery services, 24/7.
Digital transformation that flows.
Serving millions of customers from diverse communities, Yorkshire Water needed a partner that could help them improve the delivery of their online services and design a new “genuinely customer-centric” digital platform that would reduce the number of inbound calls and ensure customer communications were as inclusive and accessible as possible.
We used a hybrid team to deliver the project, which resulted in a 20% reduction in billing contacts and a wealth of new research data that will be used to further improve customer experiences.
Digital experience re-platofrming
Insight Investment serves a global audience of investors. To accomplish its objectives, the firm needed an effective and efficient digital platform delivered by an agency it could trust, to help realise its ambitions for the future.
Given our technical depth and security expertise, CDS was chosen to implement Optmizely’s (formerly Episerver’s) Digital Experience Cloud (DXC). This marries the performance and security of Microsoft Azure with the capabilities of Optimizely’s market-leading enterprise Content Management System (CMS) and DXP.
Get in touch
Keen to find out more about how we can help you deploy a successful TX? Let’s talk.