From Omnichannel to Total Experience

Throughout history we find milestones in technological progress which, in turn, have a causal effect on changing the channels of diffusion, consumption and interaction of information between companies and consumers.

The massive replacement of the priority (and/or preferred) channel by a new one(s) directly impacts the companies' strategies, which must anticipate, evaluate, analyze and define the changes and/or adaptations they need to make to maintain their competitiveness in the market.

Only a few years ago, the generalization of the use of mobile devices and the evolution of their capabilities (geo-positioning, notifications, ...) together with technological advances applicable to the ecosystem of data management (Big Data, Analytics, etc.) marked a new cycle, in which the segmentation and customization of products was feasible, being possible also to analyze the behavior of users and their way of interacting with the content we offer. We are talking about the era of the "Customer Experience" and the "Omnichannel".

The latest technological advances, especially those in the field of voice biometrics, artificial intelligence (AI) and natural language processing (NLP) place us in a new cycle. On this occasion, the turning point not only considers the diversity of channels, but also has one more aspect to consider: The interface (there are new interfaces, such as the signals from devices connected to the Internet [IoT], the Voice of the User [VUI], ...). We are talking about the era of the Total Experience (TX).

"Last year, Gartner introduced multiexperience as a top strategic technology trend and is taking it one step further this year with total experience (TX), a strategy that connects multiexperience with customer, employee and user experience disciplines" - Brian Burke (Research Vice President at Gartner).

COVID-19 is accelerating the transformation of the digital experience with technology such as contactless interfaces, forcing companies to become Constant Beta companies.

This need of adaptation by the companies implies not only to define their own TX strategy but also (i) to accompany this strategy with the selection, implementation and use of technologies that facilitate this task and (ii) to change the paradigm of establishment and measurement of demand on the different services that these companies offer.

Is your company ready to address the challenges ahead? Is it an opportunity or a threat?

"Excellence is not a destination, it is a continuous journey that never ends" — Brian Tracy