The State of Total Experience
How are organizations performing against
this big-picture initiative?
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Benchmarking Total Experience

Most organizations have a firm grasp on the tenets of customer experience (CX). But in order for businesses to be truly customer centric, they need to focus on total experience (TX), the intentional interlinking of customer, employee, user, and multiexperience.

In partnership with IDG Communications, our benchmark study explores the relationship between CX and TX and analyzes the performance of nearly 500 enterprise-level companies in 10+ countries.

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Total Experience Is Greater Than the Sum of Its Parts

When companies intentionally interweave customer, employee, user, and multiexperience, they elevate anything these approaches can achieve on their own—enabling them to deliver exactly what’s needed at every interaction.

A Cohesive Customer Interaction Strategy is Built on TX

It involves strong business-customer relationships, engaged employees offering stellar service, and seamless experiences with your digital properties.

Only about half of companies rated themselves as "good" on the following elements of a cohesive interaction strategy:


Increase convenience and personalization

Social listening

Identify market trends and prospects

Expanded service channels

Wow people at every stage of the journey

Real-time social media engagement

Build awareness and loyalty


Act on customer insights to continuously improve

How do you stack up?

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Obstacles on the Road
to Actionable Insights

Creating an integrated total experience requires quality data that can be shared across systems, processed and analyzed in real time, and presented to stakeholders as insightful, compelling visual stories. Without the right tools in place, companies struggle with data issues.

Top Data Problems

Is your company prepared to take meaningful action on customer data?

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Communication & Collaboration Tools: The Right Technology Empowers Everyone

A broad communication toolset opens the doors for everyone to communicate in the way that suits their needs, which means more solutions delivered, happier employees, and happier customers.

Which communication and collaboration tools do organizations offer their customers and employees?

See the Stats

TX Isn’t Just Your Tech — It’s Your Vision

A key part of nailing the total experience is using solutions that make everyone’s lives easier. Companies are currently seeking features like automated tasks, prepopulating fields, and integrated customer context panels. But it’s important to look beyond lists of features and consider the way you’ll apply them, the capabilities they’ll unlock, and the outcomes you hope to achieve with them.

Read this Analyst Q&A from Ventana Research to learn how to manage experiences across customers, users, and employees.

Avaya OneCloud integrates the employee-customer experience by giving employees exactly what they need to delight customers on any device, from anywhere, and by offering customers the interactions and experiences they want and expect throughout their journeys—even when they contradict. It’s one source for a million possibilities: Compose the solutions you need and add them to those you already have, build from scratch or go straight from the box, and create something that works infinitely better for you and your customers.

Lopez Research offers more information on how the employee and customer experiences are interconnected, and what to look for in a total experience technology solution.

Read White Paper

The truth is, the facets of experience with your company are already interconnected. Whether they’re connected by design—in a strategic, purposeful way that’s benefiting your customers and your business—is another story. It's time to create a total experience. For better insights. For better outcomes.

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Access All the Assets

Complete this quick form to view the full study from IDG, the Lopez Research white paper, and our analyst webcast.

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