ILLUSTRATION PROVIDED BY ADOBE STOCK

YOUR CENTER ’ S FULL POTENTIAL TOTAL EXPERIENCE ( TX ) IS THE KEY . BY MICHELLE TILTON , GRYPHON . AI

But too often , call centers take a narrow view of CX , neglecting how employee experience ( EX ) - and other factors - are interwoven . Call center leaders need to broaden this view to differentiate themselves : and start investing in a more comprehensive approach , centered on total experience ( TX ).

Total experience is a business strategy that aims to create more integrated , holistic experiences for all stakeholders that engage with a brand . Organizations that embrace TX see how the experiences of their customers , employees , and other end-users influence each other .

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By prioritizing TX , call center leaders can better support their agents and provide more seamless customer interactions .

THE THREE PILLARS OF TX

There are three main pillars of total experience , according to Gartner . Let ’ s take a closer look at each of them and how they relate to call center operations .

1 . CX . CX encompasses a customer ’ s entire journey with a brand , from the moment they become aware of the company all the way to point of purchase : and everything in between .

In many cases , a customer ’ s call center experience is the first actual conversation they ’ ve had with a representative of that brand . As such , the quality of this interaction carries tremendous weight .

Too often though , many consumers have a negative call center-related story to tell , and these poor experiences can be difficult to recover from . 76 % of consumers say that a bad customer service experience negatively impacts their perception of a brand .

2 . EX . EX describes the overall perception employees have of their company , informed by what their day-to-day typically looks like .