Beyond customer experience, total experience
Posted: Tue Jan 21, 2025 4:38 am
How can we achieve a total experience through data management and analysis that enables the joint management of all relationship fronts?
360° customer view: Customer experience as a differentiating and competitive factor
As organizations improve the amount of data they capture and the way they process and combine each of their information sources, intelligence can positively influence human interactions. We are referring to internal teams, suppliers, customers and partners.
This presents us with a challenge: using data to monitor behavior (the so-called “ Internet of Behavior ”) and leveraging all of that available remote data to generate what we call a “total experience.”
Total experience: what is it?
For the above, we landed on the concept of total architect database , a term coined by the consulting firm Gartner , which refers to the possibility of combining multiple experiences: the customer experience, the employee experience and also that of the user and partners close to the company, all of them focused on transforming the business result.
It is about improving the overall experience, where all these pieces of the great organizational framework intersect, to closely link them with the objective of achieving synchrony and a harmonious symphony of growth. In other words, it is not about improving each aspect of the company in isolation, but rather creating a competitive advantage thanks to the experience of jointly managing the different fronts.
This approach highlights the need to further optimize and modernize data management and data science , aligning the entire organization and its ecosystem towards a better experience.
For example, there are large companies that transformed their entire customer experience in an effort to improve safety and satisfaction. First, they implemented an appointment system through an existing app. Then, they developed an information system that the customer receives upon arrival at the location (including estimated processing time and expected behaviors according to the demand for social distancing and personal hygiene). Companies also adjusted their service to include more digital management points. This is an example of a safe, fluid, and integrated total experience for customers and employees.
360° customer view: Customer experience as a differentiating and competitive factor
As organizations improve the amount of data they capture and the way they process and combine each of their information sources, intelligence can positively influence human interactions. We are referring to internal teams, suppliers, customers and partners.
This presents us with a challenge: using data to monitor behavior (the so-called “ Internet of Behavior ”) and leveraging all of that available remote data to generate what we call a “total experience.”
Total experience: what is it?
For the above, we landed on the concept of total architect database , a term coined by the consulting firm Gartner , which refers to the possibility of combining multiple experiences: the customer experience, the employee experience and also that of the user and partners close to the company, all of them focused on transforming the business result.
It is about improving the overall experience, where all these pieces of the great organizational framework intersect, to closely link them with the objective of achieving synchrony and a harmonious symphony of growth. In other words, it is not about improving each aspect of the company in isolation, but rather creating a competitive advantage thanks to the experience of jointly managing the different fronts.
This approach highlights the need to further optimize and modernize data management and data science , aligning the entire organization and its ecosystem towards a better experience.
For example, there are large companies that transformed their entire customer experience in an effort to improve safety and satisfaction. First, they implemented an appointment system through an existing app. Then, they developed an information system that the customer receives upon arrival at the location (including estimated processing time and expected behaviors according to the demand for social distancing and personal hygiene). Companies also adjusted their service to include more digital management points. This is an example of a safe, fluid, and integrated total experience for customers and employees.