Have you heard of total experience? Consider it an all-inclusive package of the best services. Gartner defines total experience as “creating exponentially superior experiences for people, regardless of what role they play in or for an organization by interlinking: Customer Experience (CX), Employee Experience (EX), User Experience (UX), and Multiexperience (MX).”
Total Experience focuses on every element of the user interaction, which enables you to create a unified experience across your entire organization. This means that learning and refining are constant. The outcome of this consistency is a better experience every time.
Why is this important? Let’s consider the two experiences below.
Welcome to the Hotel California: Tested Negative for Total Experience
It was 11:45 on a lazy Sunday evening and Jane Doe was working the front desk at the Hotel California. She watched the time tick by minute after minute, second after second, while pulling on the thick straps of her blue face mask. Her last two groups of guests to arrive at the hotel were painstakingly late and she couldn’t help but wonder what happened to them.
After a half hour of loosening and tightening her mask, Jane heard a car pull up. It was her last two groups of guests. They made it! Except neither party looked very happy to be there once they stepped inside. The Eagle brothers’ eyes were stuck in automatic glare mode and loud, impatient sighs could be heard from under the Streisand sisters’ face masks. Did they not like the hotel? Sure, it was 70’s themed, but it still popped with the times.
“Good evening,” Jane greeted both groups. “Each check-in will take ten to fifteen minutes. I know the lobby is small, so if one or two of you could wait outside, we’d really appreciate that. I will need to see your reservation papers, a signed and dated Hotel California COVID-19 protocol policy, proof of negative COVID-19 test results, along with your I.D. and credit card.”
“Are you kidding me?” one of the Eagle brothers huffed.
“Ughhh, come on,” a Streisand sister whined. “We just want to get to our rooms, Jan.”
Jane frowned inside her mask. “I’m sorry, but this is the check-in process. And, my name is Jane.”
“I guess we’ll go first,” the other Streisand sister said.
An Eagle brother barked, “No, we will.”
Jane was taken aback by the groups’ childlike behavior. As she listened to their argument, she took a couple notes to bring to her supervisor. The guests didn’t want to wait outside, but they also didn’t want to wait inside packed together. They had a long day of travel and didn’t want to take fifteen minutes checking in. All they wanted was to get to their rooms and relax.
Jane knew what the Hotel California had to do. Read the following story to grasp the total experience.
Welcome to the Hotel California: Tested Positive for Total Experience (it’s a good thing)
Jane Doe was sitting at the Hotel California’s front desk reviewing the upcoming reservations. She was shocked by how many people were staying at the hotel. There had never been this much activity at one time. One group of five and one group of seven were arriving in fifteen minutes.
A month ago, Jane would’ve begun stressing days before their arrival. Now, she wasn’t stressed at all. Do you remember the Eagle brothers and Streisand sisters? Jane showed her supervisor the notes she took from their argument and they were immediately sent up the chain. Today, the Hotel California has contactless check-in. Jane smiled at the accomplishment.
Jane checked the hotel’s portal before the upcoming guests arrived. She made sure all their contactless check-in information was filled out. They submitted their credit card information, uploaded their ID, signed the hotel’s registration card, and signed the hotel’s COVID-19 protocol policy. Perfect! All she needed to do was give them their room key and, voila!
It’s safe to say that everyone was happy. The contactless check-in was safe, convenient, seamless, and convenient for all parties involved. Now, isn’t that a great total experience? We’d say so.
Why is Total Experience Important?
Traditionally, Customer Experience (CX), Employee Experience (EX), User Experience (UX), and Multiexperience (MX) have all been treated separately and siloed by businesses. By intertwining these four experiences, you will get a competitive advantage. Who doesn’t love a stellar total experience for both customers and employees?
PwC provides a few statistics that show just how important positive total experience is:
- 59% of U.S. citizens will walk away after several bad experiences
- 17% of U.S. citizens will walk away after just one bad experience
- 32% of all customers would stop doing business with a brand they loved after one bad experience
Now, if those statistics don’t make you think! You don’t have many chances to get total experience right, but it’s not impossible.
Where Do We See Total Experience Today?
Total Experience is derived from the healthcare vertical with experience being driven around patient care. The rapid increase in patient care taking place within our healthcare facilities fosters a need for balance between what doctors, nurses, practitioners, and other healthcare workers do and the patient need for information. This balance is critical. Unfortunately, we see all too much of doctors being forced to count clicks to update patient records and patients not fully understanding the data given to them. Total experience initiatives look to improve provider and patient interactions.
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