Contact
Contact
Contact
Work
Services
Services
Digital Platform Creation
Create a product
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Digital Platform Optimization
Improve your product
Services
Services
Digital Platform Creation
Digital Platform Optimisation
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Platforms
Optimizely
Contentful
Sitecore
Shopify
Insights & Events
News
Events
Trends & Insights
About
About us
People
Careers
About
Contact
Contact
Work
Services
Services
Digital Platform Creation
Create a product
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Digital Platform Optimization
Improve your product
Services
Services
Digital Platform Creation
Digital Platform Optimisation
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Platforms
Optimizely
Contentful
Sitecore
Shopify
Insights & Events
News
Events
Trends & Insights
About
About us
People
Careers
About
Contact
Contact
Work
Services
Services
Digital Platform Creation
Create a product
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Digital Platform Optimization
Improve your product
Services
Services
Digital Platform Creation
Digital Platform Optimisation
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Platforms
Optimizely
Contentful
Sitecore
Shopify
Insights & Events
News
Events
Trends & Insights
About
About us
People
Careers
About
Contact
Contact
Work
Services
Services
Digital Platform Creation
Create a product
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Digital Platform Optimization
Improve your product
Services
Services
Digital Platform Creation
Digital Platform Optimisation
Digital Strategy
Experience Design
Data and AI
Experimentation and CRO
Managed Services
All services
Platforms
Optimizely
Contentful
Sitecore
Shopify
Insights & Events
News
Events
Trends & Insights
About
About us
People
Careers
About
Contact
All Trends & Insights

Why adopting a Total Experience Strategy matters in the year ahead

Introducing a TX Strategy is a dial shifter in 2024 - here's why it's business critical.

by
Rick Madigan
|
February 15, 2024
|
Insight
Read more
All Trends & Insights

Why adopting a Total Experience Strategy matters in the year ahead

Introducing a TX Strategy is a dial shifter in 2024 - here's why it's business critical.

by
Rick Madigan
|
February 15, 2024
|
Insight
Read more

Download our 2024 Trends Report to read more UNRVLD predictions for the year ahead.

In 2024, we predict that the adoption of a Total Experience (TX) strategy will become business critical. It creates superior shared experiences by creating cohesion across four fundamental business areas; multi-experience (MX), customer experience (CX), employee experience (EX) and user experience (UX). TX uses technology and interactions to bring together internal and external facets of your organisation, breaking down business silos to create the seamless, overarching experiences that customers crave.

As TX Strategy is a fairly new concept. There’s no simple way to estimate the market size and project growth, however, as an indication, the global customer experience management market size was valued at USD 12.04 billion in 2023 and is expected to grow at a compound annual growth rate of 15.4% from 2023 to 2030 (source: grandviewresearch).

Break down silos to deliver a Total Experience Strategy

Too often at UNRVLD we still see digital and physical investments being handled in isolation from one another, albeit loosely coupled to overarching business objectives. If this sounds familiar, mark it as a red flag for 2024. A fragmented customer experience will do nothing but undermine future brand loyalty and satisfaction for your company. Gartner predicted last year that organisations adept at delivering a TX strategy would outperform competitors by 25% in satisfaction metrics for both CX and EX by 2024. That's an enormous gap.

Adopt a customer-first mindset for success

If your business is struggling to establish a TX strategy, the key lies in the adoption of a customer-centric mentality that will drive better outcomes for your business. This requires the reimagining of your digital operating model and the creation of a more coherent view of how your people, processes and platforms (technology) come together to deliver the best possible experience.



Evolution is key. The landscape is ever-changing, with new technologies and customer behaviours emerging every day. Keeping pace with your TX strategy means accepting that your company vision and the future state will never be fixed.

Bake innovation into your process

Success lies in embracing continuous adaptation and baking innovation both into your organisation’s mindset and your output. It is predicted that 60% of large enterprises will rely on TX to transform business models and achieve world-class results by 2026 (source: ilink-digital.com).

Customers are demanding comprehensive online experiences. According to Salesforce, 74% anticipate a seamless online experience - and that requires companies to adopt a TX strategy.

FY24 prediction

There is increasing pressure for all organisations to find ways to be more efficient in order to achieve greater competitive advantage. Adopting new technologies piecemeal and augmenting existing processes with workarounds and extensions is unsustainable, and will create a very real threat to your organisation’s future.

Delivering change is not easy. It takes strong leadership to bring multiple divisions, different workstreams and channels into alignment. There’s a close connection between digital maturity and cohesion. As you evolve, it will become increasingly imperative that you establish and articulate organisation-wide strategies and roadmaps, assessing your current digital maturity and defining a target digital operating model. This alongside ongoing governance and guidance, to maintain alignment and progress towards a successful TX.

Download our 2024 Trends Report to read more UNRVLD predictions for the year ahead.

View case study

No items found.

UNRVLD Consulting Services

UNRVLD enterprise consultancy services establish and articulate organisation-wide strategies and roadmaps. We assess digital maturity and define the target digital operating models, governance and guidance you need to progress towards a successful Total Experience Strategy.

By registering, you agree to the terms and privacy policy.
Thank you for signing up to the Digital Leaders Series.

We will keep you updated with the next releases.

Foreword: The Challenge of Digital Maturity >
Oops! Something went wrong while submitting the form.

Related insights

Insight
UNRVLD presents: Women in Digital
Insight
How to construct the right approach to your Content Operations
Digital Leaders Series
Part 9: Enhance Digital Success: Streamline Digital Operations
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
Preferences
DenyAccept
Privacy Preference Center
When you visit websites, they may store or retrieve data in your browser. This storage is often necessary for the basic functionality of the website. The storage may be used for marketing, analytics, and personalization of the site, such as storing your preferences. Privacy is important to us, so you have the option of disabling certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may impact your experience on the website.
Reject all cookiesAllow all cookies
Manage Consent Preferences by Category
Essential
Always Active
These items are required to enable basic website functionality.
Marketing
These items are used to deliver advertising that is more relevant to you and your interests. They may also be used to limit the number of times you see an advertisement and measure the effectiveness of advertising campaigns. Advertising networks usually place them with the website operator’s permission.
Personalization
These items allow the website to remember choices you make (such as your user name, language, or the region you are in) and provide enhanced, more personal features. For example, a website may provide you with local weather reports or traffic news by storing data about your current location.
Analytics
These items help the website operator understand how its website performs, how visitors interact with the site, and whether there may be technical issues. This storage type usually doesn’t collect information that identifies a visitor.
Confirm my preferences and close
Let's set a new standard together
Contact us
UNRVLD Ltd. is registered in England and Wales under company number 03749987 having its registered address at 2-3 Golden Square, London, W1F 9HR
LinkedInInstagramTwitterCareersPrivacy PolicyCookie Policy