According to the 2026 Gartner report, 60% of large enterprises will use Total Experience Strategy to transform their business models. This combination of experiences is capable of providing a competitive advantage, better engagement rates, and high performance. The challenge is to be able to connect different users and deliver the best possible experience to each of the audiences involved in the business.

Together we will win!

Total Experience Strategy is the combination of Customer Experience — CX, User Experience — UX), Employee Experience — EX, and Multiexperience — MX. It is believed that the union of these forces is capable of achieving results superior to those that would be achieved by each of the isolated experiences. However, in order to achieve that, it is necessary to connect all these universes in a holistic way.

Combining these disciplines, which are often sectored in organizations, is crucial. Therefore, this strategy only achieves success if the integration follows the entire journey of the internal and external customer. By achieving this objective, the company also obtains a competitive edge in the market.

Putting this strategy into practice requires collaboration, co-creation, and integration between different areas. Moreover, it involves a deep process of mindset change and strengthening of the organizational culture. According to Jason Wong, VP Analyst, Research & Advisory at Gartner, Total Experience is a business strategy focused on creating shared experiences, which interconnects four disciplines.

1. Customer Experience

The products offered on the market are increasingly similar and, in the Age of Experience, what helps to differentiate one product or service from another is exactly the experience that the brand provides to the consumer during the purchase process. That is where Customer Experience (CX) comes in; a set of customer feelings and perceptions that result from interactions with employees, systems, channels or products.

This set of actions is important, as it is capable of adding value to your business. Throughout the purchase journey, it is important to unify the service of the entire company, that is, everyone must be able to serve the customer in the same way. With that in mind, think about your organization’s goal: Is it to be the most attentive? The fastest? The most qualified?

Strengthening that purpose during the customer journey is a very important strategy. According to research data from the 2022 Zendesk Customer Experience Trend report, 90% of customers will spend more with companies that personalize the service they offer. In addition, customers expect service to be fast, easy, and efficient.

Remember, CX is much more than a service: it is a relationship. Therefore, have all customer touchpoints mapped and allow them to choose their own path (channel) during their purchase journey. Moreover, if possible, follow Steve Jobs’ advice: “Get closer than ever to your customers.  So close that you tell them what they need well before they realize it themselves.”

2. User Experience

According to Gartner, User Experience (UX) is the sum of the effects caused on a person by a digital solution. That is, UX efforts focus on the experience people have when interacting with a specific product or solution. And, of course, these experiences can be positive or negative.

The term UX originated in 1986 and was popularized by Don Norman, when he was Vice President of Apple’s Advanced Technology Group. For him, User Experience “is everything related to your experience with the product. And maybe you don’t even need to be close to the product, you could be talking about it to someone”, he points out.

Keep in mind that these experiences pertain to using a particular product or service, and this is completely different from the shopping experience (CX). When thinking about UX, think about your relationship with your computer, phone, operating system, car, and everyday applications, for example.

Realize that these experiences are strongly present in everyday life and that the mission of UX is precisely to simplify and improve the user’s life. Therefore, throughout our services of Product Conception and Development of new products and services, we explore ideas and conduct research seeking to understand users in depth. Only in this way, can we generate value, solve real pains and problems and provide appropriate user experiences.

3. Employee Experience

We already know that customer experience and user experience are very important, but have you ever wondered what the experience of employees in your company is like? Are they engaged? Are there ways to measure this engagement? The eNPS (Employee Net Promoter Score) can be a good ally to search for data and information.

This tool, in addition to evaluating leaders, helps to understand everyone’s view of the products and services developed by the company. In addition, through this metric it is possible to measure people’s level of satisfaction and classify whether the organization has a good working environment, for example.

The application of this tool consists of a set of objective and discursive questions that evaluate segments such as product, leadership, and company. These surveys can be carried out at several times, as their methodology is considered simple. Through these results, it is possible to transform information into action plans, which result in data-driven decision-making.

Having a team made up of engaged people is also profitable. In contemporary companies, empathy in the interactions between leaders and followers and Nonviolent Communication (NVC) have become essential practices, since the experience of the employee also needs to be pleasant. At SoftDesign, the mission of Endomarketing is precisely to bring a good experience to all people, regardless of where they are, since we are a remote-first company.

4. Multiexperience

According to Wong, multiexperience looks at the different technologies of the digital experience, from the web and mobile apps to chatbots, wearables, and immersive technologies. “In the new economy, we believe that experience will increasingly become a competitive differentiator”, he emphasizes.

The multiexperience is the consolidation of the Omnichannel — the simultaneous and interconnected use of different channels (online and offline), which improves customer experience. This means that, by investing in technology and process automation, your company will be able to offer unique experiences across multiple communication channels.

In practice, the objective is to provide customers with a personalized journey, where they can buy products through the website, pick up their purchases in physical stores and seek service through a chat or telephone, for example.

Inspiring Internal and External Customers

How about reflecting on how you can integrate the entire company in this Total Experience Strategy journey? One idea is to start by inspiring your business’s internal audience by applying the Employee Experience. Share information, strengthen the culture of collaboration and feedback, and present ideas and products to employees with the same motivation and enthusiasm as official launches. This inside-out movement helps create brands loved by everyone.

This is the case with big techs like Apple and Amazon, who always look for validation and internal inspiration before launching new products. It is this behavior that drives the competitive differentiator and that transforms the company into a desire for consumption not only for customers and users, but also for the employees. “Companies need to use and understand Total Experience to transform their operating models, and it will help them deliver better to customers and employees, accelerating growth and profit,” said Wong.

When the time comes to build digital products and services, whether internal or external, do not hesitate to contact us. Together we can work on the User Experience best suited to your users’ needs.

O post Total Experience Strategy: How To Ensure The Best Experience apareceu primeiro em SoftDesign.

Engineering Trust: the creation of a more resilient and efficient IT foundation, capable of ensuring that data is integrated and processed more securely;

Sculpting Change: the development of creative solutions to scale and accelerate the digitalization of organizations. With a faster feedback loop, it becomes easier to automate activities, optimize Artificial Intelligence (AI) and enable more efficient decision-making;

Accelerating Growth: joining forces in IT will gain significant space in business and in the market. These trends drive value creation and enhance digital capabilities.

Tech trends for 2022. Source: https://www.gartner.com/en/information-technology/insights/top-technology-trends.

1. Data Fabric

The importance of data is increasingly clear in the business world. However, its use remains isolated within applications, which can result in a reduction of its potential. To resolve this issue, there is Data Fabric – a flexible and resilient integration of data sources across platforms and users.

Its main function is to learn through analysis, its objective is to recommend where the data should be used or how it should be changed, enabling the creation of a more integrated data mesh. In addition to being one of the top tech trends for 2022, this architecture promises to reduce data management efforts by up to 70%.

2. Cybersecurity Mesh

This trend was part of the Gartner report for 2021 and remains an important strategy for 2022, as a large part of digital business assets continue to be distributed in the cloud and in data processing centers. Bearing in mind that more traditional and segmented security actions can leave organizations exposed to breaches, it is essential to invest in a more flexible cybersecurity mesh, with the ability to integrate between different services.

The Cybersecurity Mesh protects assets regardless of location and enables a holistic approach that extends across the entire IT service base. Furthermore, it makes the identity verification process faster and more reliable.

“By 2024, organizations that adopt a cybersecurity mesh architecture will reduce the financial impact of individual security incidents by approximately 90%.” (Gartner)

3. Privacy-Enhancing Computation

The real value of data lies in the interpretation and the way in which the information is used to create Artificial Intelligence (AI) insights and analysis. However, with the creation of the GDPR and LGPD (Brazilian General Personal Data Protection Law) and with the growing concern of users regarding their data, it has become essential to improve security requirements when processing personal information, especially in untrusted environments.

With that in mind, Privacy-Enhancing Computation enables the use of a wide variety of protection techniques – which allow extracting only what is really necessary from general data, meeting compliance requirements. Through encryption and pre-processing approaches, sensitive data can be shared across ecosystems, creating value and preserving privacy. This is one of the tech trends for 2022 that was also featured in the Gartner report for 2021.

4. Cloud-Native Platforms

Cloud-Native Platforms are technologies that allow you to build more resilient and agile application architectures – capable of responding to rapid digital market changes. Cloud-Native Platforms improve the process of migrating work that was not designed for the cloud, reducing infrastructure facilities and expanding functionality development time for applications.

“In 2025, Cloud-Native Platforms will serve as the foundation for more than 95% of new digital initiatives.” (Gartner).

5. Composable Applications

Multidisciplinary teams can face many challenges throughout the development of a project, such as low programming knowledge, limited technologies, and the need to deliver on tight deadlines.

To solve this scenario, there are composable applications, developed from modular components with a focus on business. Composable applications make it easier to use and reuse code, accelerating the time to market for the digital product or service, releasing enterprise value.

6. Decision Intelligence

Decision Intelligence is among the top tech trends for 2022. This approach’s mission is to facilitate organizational decision-making, making use of a set of processes that rely on intelligence and data analysis.

We know that decisions are influenced by a multitude of factors. However, we live in a world of constant evolution and technological transformation. Therefore, organizations need to be increasingly prepared for quick and effective decision-making.

Decision Intelligence can also enhance the automation of the human decision process through Artificial Intelligence. The result is a multidisciplinary team capable of managing, evaluating, and improving decisions based on learning and feedback.

7. Hyperautomation

Hyperautomation is an approach that seeks to make the business model more agile, by identifying, examining, and automating as many IT processes as possible. Hyperautomation requires the orchestrated use of a set of technology tools, including Low-Code and RPA (Robotic Process Automation) platforms.

This trend has already been mentioned in the 2020 and 2021 Gartner reports, remaining an irreversible and fundamental strategy for the growth and scalability of digital products and services.

“By 2024, spending on hyperautomation will increase 40-fold, making adaptive governance a differentiating factor in corporate performance.” (Gartner).

8. AI Engineering

Artificial Intelligence is much more than a technology trend for 2022. Moreover, it is the path that allows us to come out of the Covid-19 pandemic with stronger and more consistent businesses. Through AI Engineering, it is possible to automate updates of data, models, and applications, making processes more agile.

This strategy has already appeared in the Gartner report for 2021 and suggests that organizations optimize AI using integrated data and models capable of delivering business value. Artificial Intelligence Engineering combines automated updates with governance, ensuring increased performance.

“By 2025, 10% of companies that establish AI engineering best practices will generate at least three times as much value as the 90% of companies that do not.” (Gartner).

9. Distributed Enterprises

The popularization of remote work is one of the cultural changes arising from the Covid-19 pandemic. This working model resulted in more distributed enterprises that prioritize the virtual environment (remote-first), focusing on digitalizing the touchpoints between partners and consumers.

Distributed enterprises are able to better serve the needs of their stakeholders, who are increasingly looking for digital services and hybrid workplaces. As a result, professionals work more flexibly, while consumers are increasingly unavailable through traditional physical routes.

“By 2023, 75% of organizations exploring the benefits of Distributed Enterprises will have 25% faster revenue growth than their competitors.” (Gartner)

10. Total Experience

This business strategy accelerates growth as it integrates the experiences of employees, customers, and users, generating more trust, satisfaction, and loyalty. Moreover, through the holistic management of the experiences of multiple stakeholders, it is possible to promote knowledge sharing.

When everyone has a leading role, the feeling of responsibility is greater and this results in engagement and high performance. It is for this reason that this technology trend was also present in the 2021 report.

“By 2026, 60% of large enterprises will use Total Experience to transform their business models.” (Gartner).

11. Autonomic Systems

Traditional manual management can no longer keep pace with the growth of contemporary organizations. This is why self-managed autonomous systems that learn from the environment are so highly valued in the market.

These physical or software systems modify their own algorithms in real-time, creating a set of technology resources capable of supporting new requirements and situations. In addition to optimizing performance and defending attacks without the need for human intervention.

A company that uses this technology trend very well is Ericsson, which manages thousands of cell phone antennas in complex environments. Its autonomic systems use machine learning to optimize 5G network performance, for example.

12. Generative AI

Generative Artificial Intelligence is a form of AI that learns from sample data. It is capable of generating new and realistic artifacts similar to the original data, but without copying them. This allows generative AI to be an innovation engine for companies, accelerating R&D cycles in fields ranging from medicine to product creation.

“By 2025, Generative AI will account for 10% of all data produced.” (Gartner).

The Future is Now!

These tech trends for 2022 have the potential to contribute to economic recovery. Over the last two years, we have lived in a scenario of instability due to the constant transformations of the Covid-19 pandemic.

However, the technology sector has gained even more prominence by contributing to the digitalization of business and the acceleration of studies and research. We are more connected and globalized than ever and the impacts of this expansion are already being felt in companies and society as a whole.

We developed new skills, tested new work models, and expanded borders in search of internationalization. We transformed the world through technology, which will increasingly unite humans and robots in favor of evolution. Get ready because the future has already begun.

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