Sheldon Anthony IO

In today's business landscape, brands need to provide their customers and employees with a seamless and holistic experience across all touchpoints. This is where a Total Experience (TX) strategy comes into play. A successful Total Experience TX strategy is key to unlocking deeper and more meaningful customer and employee relationships. In this blog post, we will highlight 5 critical factors of success that can be included in a Total Experience (TX) strategy:

1. Personalization Is The Cornerstone

   In a world where people are inundated with marketing messages from brands, personalization is what sets the brand apart. From personalized product recommendations to tailored email marketing campaigns, people expect a personalized experience at every touch point. According to research by Mckinsey, 71% of consumers expect personalization, and 76% get frustrated when they do not find it. ^[1]

2. Consistency Is Key

   Your brand should provide a consistent experience across all touchpoints - website, social media, email, physical stores, mobile apps, and virtual reality. Customers and employees should feel like they are interacting with the same brand, no matter where they are. This consistency builds trust and fosters strong relationships. According to a study by Marq, a consistent presentation of a brand can increase its revenue by 20% or more.^[2]

3. Accessibility Is Crucial

   Today's consumers and employees expect convenience, and that includes accessibility. Brands must make their products and services available on the platforms and channels where their customers and employees are active.

4. Emotional Connection

   Customers and employees should be emotionally invested in your brand. One way of achieving this is by creating a brand that aligns with your customer and employee beliefs and values. By demonstrating your brand's alignment with its values, you can foster a deep emotional connection with them.

5. Feedback

   By soliciting feedback from people and acting on it, brands can show their people that their opinions matter. This feedback loop fosters a strong relationship between a brand and the feedback.

By focusing on these factors, your brand can differentiate itself from the competition, build loyalty, and drive long-term success. The end goal is to create an experience that a customer wants to return to. The journey to success in a Total Experience (TX) strategy requires persistent effort and ongoing commitment, but rewards can be substantial. Organizations that can connect customers' and employees' information needs and provide smooth journeys through a Total Experience (TX) gain an advantage.