Total experience (TX)

Total experience (TX) is a unified strategy that combines customer experience, employee experience and user experience to improve outcomes across the entire ecosystem. It focuses on aligning people, processes and technology so every interaction feels seamless and intuitive. A common misconception is that TX replaces customer experience (CX), but it expands CX by integrating employee and operational factors that shape it.

Improving customer and employee experience alignment

Many enterprises struggle when customer-facing goals do not match employee workflows. Total experience (TX) bridges this gap by designing processes that work for both customers and employees. Organizations apply TX frameworks to remove friction, streamline journeys and ensure employees have the right tools to deliver better outcomes.

Enhancing digital engagement across all touchpoints

Customers and employees use a variety of digital tools, often resulting in silos or inconsistent experiences. TX brings unified design and orchestration to websites, mobile apps and internal systems. Enterprises use total experience to create cohesive, intuitive digital interactions that support both user needs and operational efficiency.

Strengthening operational efficiency through connected systems

Disconnected systems slow down support delivery and increase error rates. Total experience (TX) integrates data and workflows across platforms to improve speed and accuracy. Enterprises rely on TX to break down barriers between customer-facing and back-office functions, improving service quality and reducing operational cost.

Driving personalization through holistic insight

Customer and employee behaviors influence each other more than organizations realize. TX brings these insights together to improve personalization across service, sales and support. Enterprises apply total experience strategies to tailor interactions based on both customer needs and employee capabilities, resulting in higher satisfaction and loyalty.

Accelerating transformation with experience orchestration

Experience orchestration platforms enable enterprises to activate TX strategies by connecting data, artificial intelligence (AI) and interaction flows across teams. Organizations use TX to coordinate journeys, anticipate needs and design processes that support long-term growth. This holistic approach enhances agility and prepares the business for continuous innovation.