Total experience: Today’s top business multiplier

  • Emily Spenser-Weiss
  • Solutions
  • 2023
  • Customer Experience
February 02, 2023

Total experience: Group of co-workers gathered around table with open laptop 

The pressures that converged upon businesses during the pandemic forced the rapid evolution of both the customer experience (CX) and employee experience (EX). In that make-it-or-go-under environment, many of those that survived came out ahead in terms of CX and EX.

Now we face the next hurdle: strong macroeconomic headwinds. Inflation and the threat of a recession are forcing businesses to prove their resilience once again. If we’ve learned anything from recent years, it’s that we need to lean into challenges. Total experience (TX) can be a differentiator.

Take experience to the next level

Today’s leaders can take the foundations they’ve laid for strong CX and EX and build upon them with TX, a business approach that considers the interconnectedness and synergies between CX and EX.

TX delivers big benefits when done well. According to research by ServiceNow and ThoughtLab, 60% of organizations have increased revenue as a result of tightly aligning CX and EX. About half of surveyed organizations recognized improvements across health and safety (53%), products and services (50%), data security and privacy (48%), and reputation (48%).

In today’s macroeconomic environment, investing in TX should be a top priority. It’s been shown to generate lasting, meaningful returns for businesses.


60% of organizations have increased revenue as a result of tightly aligning CX and EX. - Cybersecurity Solutions for a Riskier World, ServiceNow and ThoughtLab, 2022

Doing TX well

Delivering a great TX isn’t a simple exercise. In the Workflow total experience special report, ServiceNow Chief Transformation Officer Vishy Gopalakrishnan says it takes a real shift in mindset. 

“Business leaders have to wear the hat of someone who’s going to consume what we provide as a service,” he explains. “What does that person want to get done, and how can I make it easy for them?”

For many companies, personalization and customization are key to elevating experiences and making it easier for people to get what they need. Businesses must fully understand the customer and employee journeys and map service delivery to each moment along the way.

Sound challenging? It is, but there’s no skirting customer and employee expectations. “Experience has definitely become more relevant today than it ever has been,” says ServiceNow Chief Transformation Officer Kelly Kent.

“Employees are realizing that it really doesn’t need to be this difficult to get work done, because in our consumer lives, we’re being given tools every day that are making things easier,” she adds.

Strategic approach required

Part of getting TX right is taking a strategic approach to transforming technology and operations. Digitization and automation are essential tools to accelerate outcomes and simplify processes on the back end. And improved EX directly and positively affects CX.

Prioritizing TX is indeed a team sport, according to ServiceNow Chief Transformation Officer Tom Parisi. “It’s about changing how the company works,” he says. “You’re starting to break down silos, build cross-functional processes, and pull together multiple revenue streams.”

From this vantage, committing to TX is not a business unit decision but rather a train moving full speed ahead that needs the entire enterprise to get aboard. The good news is the ride and the destination are well worth the investment.

Get more insights in the Workflow TX special report. It includes expert tips, research, and video snippets from a few of our chief transformation officers.

© 2023 ServiceNow, Inc. All rights reserved. ServiceNow, the ServiceNow logo, Now, and other ServiceNow marks are trademarks and/or registered trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company names, product names, and logos may be trademarks of the respective companies with which they are associated.


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