Are you ready for the Total Experience ?
Customer experience , employee experience and end-user experience make up a new hybrid concept known as TX . Technology Magazine explores this concept .
WRITTEN BY : ALEX TUCK
Long existing as separate roles , customer experience , employee experience and end-user experience are now being compounded into one role : Total Experience ( TX ). There ’ s been some great examples of TX in B2C with items like the MagicBand +, introduced by the Walt Disney World Resort , where guests can enjoy a hands-free experience ; unlocking extra features in the parks , ordering food and merchandise , photos and booking and entering hotels .
Benedict Ireland , Chief Experience Officer ( CXO ) at UNLIMITED , a fully integrated agency group , says : “ It ' s a funny term , isn ' t it [ TX ]? It ’ s like atomic design . Something we ' ve been doing for years , but it just didn ' t have a name .”
The ability to align the business ' view of how they use each of the channels in a consistent way for a customer is really where the value sits , according to Ireland .
“ Businesses can align their brand values across all touch points . It ’ s inconsistent to enter a slick high street store , be greeted by someone trained to speak in a certain
102 February 2022