Organizations are increasingly recognizing the importance of a holistic approach to customer and employee engagement, known as Total Experience (TX). This concept has gained traction as businesses adapt to rapidly changing market dynamics and heightened customer expectations. The pandemic catalyzed a shift in how companies interact with customers and employees alike, highlighting the need for cohesive experiences that integrate customer experience (CX) and employee experience (EX).

As organizations strive to create seamless interactions across all touchpoints, the alignment of these experiences has become essential for enhancing satisfaction, loyalty and ultimately, driving growth. Today, organizations that prioritize TX are better positioned to respond to evolving consumer behaviors, employee engagement and long-lasting relationships that contribute to sustainable success.

In a recent HCLTech Trends and Insights interview, we explored this with Gaurav Bhatia, CMO at PenFed Credit Union, as he discussed the significance of Total Experience and the role technology plays in its implementation. "I think there's been a priority for us for almost, I'll say, before the pandemic and the pandemic accelerated everything," he stated.

For PenFed, which serves nearly 3 million members, understanding the various ways members engage — through digital channels, contact centers and branches — has become essential. This focus on integrating member interactions with employee engagement is not merely a trend but a necessity for sustainable growth.

Aligning customer and employee experiences

HCLTech’s recent Total Experience report states that 75% of organizations are now implementing Total Experience, treating it as a strategic priority. As organizations strive to create better experiences, they must recognize the critical connection between happy employees and satisfied customers.

When discussing this alignment, Bhatia talked about the importance of measuring performance through various metrics, particularly Net Promoter Score (NPS). He noted: "We get our employee feedback, we get members’ feedback from digital channels, we do surveys, so we exactly know what to focus on in terms of the largest pain point." This data-driven approach enables PenFed to address the most pressing issues first, ensuring continuous improvement.

He explained how technology has simplified this process, allowing for more efficient feedback collection and analysis. However, the challenge remains in prioritizing what needs immediate attention and what can wait and that by making daily improvements, organizations can enhance their overall service delivery.

"Five years ago, any marketer would probably talk about buzzwords like omnichannel," he explained. Today, there is a greater emphasis on understanding the member journey in its entirety rather than focusing solely on specific channels.

He warns that organizations that fail to adapt to this holistic approach risk losing customers. "If you are not able to help them and they are dissatisfied, they’re going to tell four or five other members,” he pointed. This interconnectedness of customer experiences across different touchpoints is crucial for brands to consider as they plan their strategies.

The role of technology in TX

Technology serves as a critical enabler in the quest for a better Total Experience. "I always feel technology is an enabler,” he highlighted while talking about how mobile banking and digital tools have transformed member interactions, reducing reliance on traditional contact centers. When members interact with well-trained staff in a branch, their issues can be resolved quickly, leading to positive experiences. This balance between digital and physical interactions is essential for organizations aiming to create a seamless Total Experience.

Among the technologies reshaping the TX ecosystem, Generative AI stands out as a transformative force. As Bhatia noted, "Marketing used to be essentially about marketing technology platforms and data. The last couple of years with OpenAI and Google Gemini, you've seen artificial intelligence taking front and center stage and I see a lot of value, because a lot of the tasks can be automated." This automation not only streamlines processes but also enhances the creative aspect of marketing, allowing for faster content production and campaign execution.

He emphasized the significance of efficiency, stating, "One of the challenges is time to market. Imagine you're running a campaign. It takes, for example, two or three months. You can shorten it to about two weeks. With the help of GenAI and the right data set, you could be a winner." This acceleration is vital for businesses aiming to remain competitive and responsive to market demands.

The potential of GenAI extends beyond mere efficiency. It allows for more sophisticated personalization strategies, creating tailored experiences that resonate with customers on a deeper level. By analyzing customer data, AI can generate insights that inform marketing strategies, ensuring that communications are not only timely but also contextually relevant.

Despite the potential benefits, implementing TX comes with its complexities. Bhatia noted that data privacy and security are major concerns for organizations. "It’s pretty easy if you're putting content which is generic, but when you’re leveraging your member data, you don’t know whether you’re going to reside," he explained.

Organizations must tread carefully when using proprietary data to personalize experiences, indicating that this is an ongoing challenge that requires collaboration between marketing, IT and data management teams to navigate effectively.

Future direction

Total Experience is becoming a strategic necessity for organizations seeking to thrive in a competitive environment, particularly in financial services, where numerous banks and credit unions vie for customer attention. "If you don’t focus on them, your customers or members are going to go somewhere else," he warned. This competitive pressure makes it imperative for organizations to invest in Total Experience initiatives.

"Good for business is good for the members, good for everybody," he concluded, emphasizing that prioritizing the right experiences can yield significant returns.