Glossary · Customer Satisfaction
Total Experience (TX)
A strategic approach that integrates customer, employee, partner, and digital experiences into one coherent, adaptive whole
Total Experience in Practice
The Five Principles
- Customer centricity: Design around customer needs, values, and goals — not the organization's internal structure
- Data-driven insights: Turn data into actionable intelligence for personalization and proactive engagement
- Seamless integration: Unify data, systems, channels, and customer journeys into one coherent picture
- Employee empowerment: Equip teams with tools, insight, and autonomy to act in the customer's interest
- Technology enablement: Make technology the invisible backbone that enables seamless experiences
From CX to TX
Traditional CX measures and optimizes the customer's experience in isolation: NPS scores, CSAT measurements, customer journey mapping. Total Experience expands the perspective to include:
- Employee experience: Engaged employees deliver better customer experiences
- Partner experience: In B2B, partners are often part of the experience the customer receives
- Digital experience: Technology, data, and systems are the foundation for consistent delivery
The Connection to Agentic AI
KPMG positions agentic AI as the engine behind Total Experience. AI functions as an orchestrator (coordinating across teams and systems) and as a participant (interacting directly with customers and employees). The goal is an environment where experiences are personal, anticipatory, and frictionless.
Practical Relevance
For companies looking to implement Total Experience in practice, it is recommended to start with:
- Cross-dimensional measurement: Measure not just customer satisfaction, but also employee engagement (eNPS) and partner satisfaction
- Data integration: Connect CRM, CX platform, HR systems, and partner data
- Cross-functional processes: Design processes that cross organizational silos
- Shared KPIs: Establish KPIs that connect customer, employee, and business outcomes
Frequently Asked Questions
CX focuses on the customer's experience in isolation. Total Experience integrates customer, employee, partner, and digital experiences into one coherent whole. The idea is that customer experience is a product of the entire organization's interplay, not just customer-facing functions.
In B2B, the customer journey is complex and involves many touchpoints and stakeholders. Total Experience recognizes that sales, support, success, partners, and technology all contribute to the overall experience. Companies that integrate these dimensions outperform those working in silos.
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