{"id":35215,"date":"2024-04-18T12:47:11","date_gmt":"2024-04-18T11:47:11","guid":{"rendered":"https:\/\/digileaders.com\/?p=35215"},"modified":"2024-08-20T18:12:07","modified_gmt":"2024-08-20T17:12:07","slug":"ai-and-the-rise-of-total-experience","status":"publish","type":"post","link":"https:\/\/digileaders.com\/ai-and-the-rise-of-total-experience\/","title":{"rendered":"AI and the rise of Total Experience"},"content":{"rendered":"

I\u2019ll never forget in 2020 when the LinkedIn newsfeed changed seemingly overnight with the term the \u201cGreat Resignation\u201d dominating the algorithm. Post after post popped up with people announcing their quits; hiring managers raising the flag alerting others that this trend might hit them next; and continual news articles about companies being hit with mass exoduses.<\/p>\n

We can attribute many answers to the WHY that fueled the great recalibration, but during that time one central truth started to prevail:<\/p>\n

The employee experience could no longer be an afterthought \u2014 second, at far too many companies, to the customer experience.<\/em><\/p>\n

Prior to 2020, the era of customer centricity was at an all-time high. Brands would proudly boast that they were customer-first. Sizeable investments were poured into creating game-changing products, services, and offerings that would WOW customers. Town hall meetings dominated around revenue metrics, Net Promoter Scores, client acquisition costs\u2026 the list goes on\u2026 sending a signal to employees that the customer was the north star.<\/p>\n

But 2020 and the Great Resignation did something to business. With the employees suddenly holding huge power \u2014 in terms of if they would stay, or if they would go \u2014 the concept of \u201cexperience\u201d expanded considerably. Because having a solid approach to customer experience (CX) was no longer enough.<\/p>\n

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Enter total experience<\/h3>\n

At the end of 2020, Gartner\u00a0pushed the envelope forward<\/a>\u00a0on the concept of rethinking experience by introducing a new term to the market: \u201ctotal experience.\u201d Listed among its top 10 strategic technology trend predictions for 2021, Gartner described total experience (TX) as:<\/p>\n

\u201cA strategy that connects multi experience with customer, employee and user experience disciplines, Gartner expects organizations that provide a TX to outperform competitors across key satisfaction metrics over the next three years\u2026 TX strives to improve the experiences of multiple constituents to achieve a transformed business outcome. These intersected experiences are key moments for businesses recovering from the pandemic that are looking to achieve differentiation via capitalizing on new experiential disruptors.\u201d<\/em><\/p>\n

Suddenly, companies across the globe were thinking \u201ctotal,\u201d ensuring they were taking steps forward to equally prioritize, shape, and invest in experiences across employees, customers, shareholders, users and so on.<\/p>\n

The concept of TX changed business conversation forever. Instead of companies focusing on being superior at just one experience pillar \u2014 e.g. customer experience \u2014 pressure mounted for them to master all. Because the Future of Work model in which we were all thrust into made one thing super clear\u2026<\/p>\n

If even one of your experience pillars was at risk, the whole of your organization was at risk.<\/strong><\/p>\n

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3 Ways to jump-start total experience<\/h3>\n

Though the term TX might still be fairly new, the concept of winning at the experience game dates back almost 30 years ago.<\/p>\n

Coined in a 1998 Harvard Business Review article, \u201cWelcome to the Experience Economy,\u201d the \u201cexperience economy\u201d described mounting pressure companies faced to differentiate their approach, as \u201cthe next competitive battleground lies in staging experiences.\u201d<\/p>\n

But in 2024, the fight to win the experience economy has never been greater.<\/p>\n

Experience has become disruptive, personalized, and customized. Individuals expect the same level of experience across all brands \u2014 from tailored messaging to robust self-service options to AI-powered recommendations. And macro trends continue to support a move to TX, or a fresh, holistic approach to standardizing and holistically thinking about experience.<\/p>\n

So how can you jump-start your TX initiatives? Let\u2019s dive into 3 tips to get started:<\/p>\n