![]() It is no longer up to labels and brands to tell their customers who they are, but the customer tells you who you are and what you stand for. Like it or not, the way customers interact with brands, companies and organizations has changed dramatically. The other side of the coin is social media. Today's online world not only makes products, services and even jobs available around the world, but provides access to a variety of resources to do your own research and gather relevant insights. The reason for this is twofold and interrelated.įirst, customers have access to a plethora of options and alternatives. The first thing we need to fully understand is that companies no longer have absolute power in the dynamics between seller and buyer (or seller and recipient, or employer and employee). Let's start by taking a closer look at why this customer perspective is so important. In this blog I will further refer to the 'customer', which can then be used to read consumers as well as employees and other users. ![]() The most common definition for TX is the way in which customers experience a brand, product and/or service along all relevant touchpoints - traditionally this was primarily during the moment of purchase and interaction with a salesperson or customer service representative. In fact, Gartner's Top Strategic Technology Trends for 2022 reporting predicts that by 2026, 60% of larger enterprises will use Total Experience to transform their operations to achieve the highest possible level of customer and employee advocacy. Success in the digital experience economy requires a "total experience" is what Jason Wong, Distinguished VP Analyst wrote about in one of his blogs. Total Experience (TX) is a term that research and consultancy firm Gartner describes as a bundle of four disciplines: customer experience (CX), user experience (UX), employee experience (EX) and multiple experience (MX), to create a better experience for consumers and employees.įIGURE 2 – Connecting MX, UX, CX and EX to TX Strategy (bron: Gartner) In this blog, I will describe three essential steps you can take to prepare yourself for success. How can organizations future-proof their CX strategy and ensure that they can at least keep up with consumer needs and expectations, and maybe even stay one step ahead? I see that adopting a Total Experience strategy, driven by insights (instead of just data) can serve as a foundation. This is logical, given that the needs of consumers are evolving rapidly and the complexity of responding adequately is increasing. This priority was already number one in previous years. As shown in Figure 1, improving the customer experience remains a priority for retailers, both in business and IT. ![]() Each year, CGI conducts about 1,700 interviews with clients worldwide to hear about their top trends and priorities.
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