By 2026, 60% of large enterprises will apply Total Experience (TX) to transform their business models, according to Gartner. The focus on customer experience has become a top priority for companies, being today named one of the big trends. The truth is that with the pandemic, we all changed how we shop and our consumption patterns. We are now more demanding, digital and informed consumers, so investment in issues related to consumer connection has become fundamental to the competitiveness of companies.

The time when the customer experience was limited to the moment of purchase and after-sales is long gone. Increasingly, companies must be attentive to the entire customer journey, from the first contact, to offer a truly impacting and differentiating service, which translates into excellent service in different environments (digital and on-site). However, this is only possible if we have happy employees with the right qualifications for the job – and here we are talking about the concept of Total Experience.

Total Experience was pointed out as one of the trends that will mark this year and brings together the need to provide the best customer experience while improving the employee experience. The main goal is to enhance the experience of all those involved and their points of contact, to impact the brand positively. And this must involve not only a concern for uniquely treating each customer but also a concern for the well-being of employees.

Recent studies indicate that more than 80% of customers are willing to pay a higher value for the product since they have a better shopping experience. As such, only with the right tools and through correct data analysis, taking advantage of all available information about customers, can companies effectively meet expectations.

With digital gaining ground, Data Analytics and Artificial Intelligence solutions enable organisations to get to know their customers better, providing them with more targeted experiences tailored to their tastes, trends and needs. The same is valid for employees. If companies have internal tools that allow them to get to know each of their employees and assess their satisfaction (either through regular satisfaction surveys or team building initiatives, among others), the sooner they can meet their needs, so they feel good at work.

Today, it is not enough to have a good product or service; the whole buying journey must be differentiating. Therefore, a company that looks at the customer experience (CX), user experience (UX), and employee experience (EX) has higher competitive advantages and achieves better results.