Accelerating digital transformation with a Total Experience (TX) strategy

Tue, 17 May, 2022

Increasing adoption of digital transformation across organisations around the world is creating massive shifts not just in technological innovations but also in the dynamics of people and processes within businesses and how they interact with their external environment, most especially with customers.

There are various aspects of digital transformation, and the most recent trend has been to develop and implement a strategy that integrates employee experience (EX), customer experience (CX), user experience (UX) and multi-experience (MX) across multiple touchpoints to enhance a business’ competitiveness and accelerate growth. This is, in essence, what is called Total Experience (TX) in digital transformation.

Why a TX strategy matters

According to Gartner, a leading global technology research and consulting firm, TX is among this year’s top technology trends that will have a significant impact on the evolution of businesses in the years to come because “Total Experience can drive greater customer and employee confidence, satisfaction, loyalty and advocacy through holistic management of stakeholder experiences.”

The overarching goal is to improve the overall experience for people within the business and its customers. In very general terms, this means breaking down siloes while integrating technology with employees, customers, and users. TX helps differentiate a business from its competitors in a way that makes it challenging to replicate, thus creating a strategic and sustainable competitive advantage.

The next phase

Imagine, for instance, how a poor product UX can lead to a dissatisfied customer, or how an engaged employee can help drive productivity in a business. These dynamics, considered together as facets of a singular, ‘total’ experience, will drive digital transformation initiatives moving forward.

According to Gartner’s Top Strategic Technology Trends report, organisations that have embraced TX will be significantly outperforming competitors that have not done so, because it improves the experiences of multiple stakeholders with services and processes that are more seamless, aligned, and cost-effective.

Furthermore, TX helps develop and nurture  a more integrated culture for both customers and employees to engage with the company and its values. In addition, it allows improvements to be rolled out company-wide more efficiently, reducing the drag, cost, and redundancy of serving both internal and external stakeholder groups.

With that said, TX as a strategy can neither be developed nor implemented with a piecemeal approach. An organisation’s digital transformation journey is not complete without TX as an end goal.

Not without risks

For all  its advantages, achieving a total experience comes with its own set of risks. For instance, as companies move core elements of its TX strategy and deployment such as contact centers, employee portals and others to the cloud, there will be the associated risk of more testing and assurance. IT enterprise teams would want to ensure that, after migrating to the cloud, they have control over all the organisation’s underlying systems, which before migration they had full control in a secure, local environment.

Moreover, modern cloud platforms are inherently built to pave the way for more technology integrations, but these can also be additional points of failure. For efficient deployment of TX strategies, consistent and continuous testing must be undertaken to ensure digital transformation initiatives are executed flawlessly.

For DAMAC, TX is the underlying principle of the next phase of our digital transformation journey. The streamlining of customer experiences is paramount to the progress of all our developments and consolidates our position as a forward-looking company. We are committed to using the latest technology and business trends towards elevating our brand and making sure it is at the top of its game in an increasingly competitive market.

For example, we offer prospective clients 360-degree views of our properties to help them get a feel for the premium quality of our homes. In addition, customers can also virtually customise their apartments/villas through this innovative and immersive viewing experience to suit their preferences so that they may begin to experience what it would feel like to live in their future homes.

Another initiative, our award-winning DAMAC Living app, provides community-related services for residents and tenants more seamlessly — from settling payments, to uploading documents for property handover, making amenity bookings and getting special discounts on services, among others.

Looking ahead, we will continue to enhance customer experiences through innovative digital touchpoints, and continuously improve user experiences to simplify ways of communicating and interacting with our customers and digitising the journey of all our processes across the organisation for a truly innovative and transformative total experience.

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