CTO Guide: Why Prioritizing Total Experience (TX) Is Crucial for Tech Leaders?

CTO Guide Why Prioritizing Total

Vidhyashankar Ganapathy

Read it for a fact, Customers tell an average of 9 people about positive experiences, but an average of 16 people about negative experiences. – Forbes

We exist in an era where the commodity trap is a prevalent issue. A vast majority of the products or services we offer are indistinguishable from each other. Distinguishing ourselves amidst this uniformity can only be achieved by creating a unique and superior experience.
In today’s highly competitive business world, customer experience is more important than ever before. It has become a key differentiator that sets successful companies apart from the rest.

However, in order to remain relevant in the fast-paced tech industry, it is not enough for tech leaders to only focus on customer experience. They must prioritize Total Experience (TX) to stay ahead of the competition. TX focuses on creating a holistic and seamless experience for customers across all touchpoints, both digital and physical.

According to Gartner, By 2026,

  • 60% of large enterprises will use Total Experience to transform their business models to achieve world-class customer and employee advocacy levels.
  • Best-in-class CX organizations will have at least triple the number of total experience fusion teams compared to mainstream or trialing organizations.

TX encompasses not just User Experience (UX) but also Customer Experience (CX), Employee Experience (EX), and Multi-experience (MX).

Here are the reasons why TX is crucial:

A Shift from Customer Experience to Total Experience:

Today’s customers have high expectations for the products and services they interact with. They expect a consistent and excellent experience at every touchpoint, whether it’s a website, mobile app, customer support, or in-person interaction. By prioritizing TX, tech leaders can deliver a superior experience that meets and exceeds customer expectations, resulting in increased customer loyalty and satisfaction.

Competitive Advantage:

In a highly competitive tech landscape, providing a superior experience can differentiate a company from its competitors. When customers have positive experiences across all interactions, they are more likely to choose and remain loyal to a particular brand. Tech leaders that prioritize TX can gain a competitive edge by creating a positive brand perception and building long-term customer relationships.


Improved Customer Journey:

Total Experience helps tech leaders view the entire customer journey, from the moment a customer discovers a brand to the moment they make a purchase and beyond. With this perspective, companies can identify pain points and inefficiencies that impact the customer experience. By using technology to improve the customer journey, tech leaders can enhance customer satisfaction, build brand loyalty, and increase revenue.

Business Growth:

A focus on TX can directly impact business growth. Satisfied customers are more likely to recommend products or services to others, leading to word-of-mouth marketing and increased customer acquisition. Additionally, a positive TX can drive customer retention and repeat business, resulting in higher revenue and profitability.


Employee Engagement and Productivity:

Employee Experience (EX) is a critical component of TX. Engaged and satisfied employees are more motivated, productive, and likely to deliver exceptional customer service. By investing in EX and providing employees with the tools, training, and support they need, tech leaders can create a positive work environment that fosters innovation and collaboration.

Adaptability and Future Readiness:

The tech industry is constantly evolving, and new technologies, trends, and customer preferences emerge regularly. Prioritizing TX enables tech leaders to stay adaptable and future-ready. By closely monitoring customer feedback, analyzing data, and being responsive to changing needs, tech leaders can continuously improve the total experience and stay ahead of the competition.


Prioritizing Total Experience (TX) allows tech leaders to create a seamless, consistent, and exceptional experience for customers, employees, and partners.

By focusing on all aspects of the experience, companies can gain a competitive advantage, drive business growth, increase customer loyalty, more productive workforce, foster employee engagement, and adapt to changing market dynamics effectively. By taking a holistic approach, tech leaders can remain relevant in today’s fast-paced digital landscape.

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