Rightpoint’s Total Experience approach applies a fresh lens to experience strategy

Despite current adverse macroeconomic conditions, enterprise leaders must be ready to invest in innovation to remain competitive and ensure profitable returns. Improving efficiency to boost productivity while differentiating across the customer life cycle is every customer experience (CX) leader’s mantra. As the Digital Dichotomy of 2023 in Exhibit 1 shows, the world is simultaneously experiencing the slowdown and the big hurry. Several significant hurdles, such as shrinking IT budgets, a talent crunch, and macroeconomic conditions, will hinder enterprises from cultivating a OneEcosystem™ culture and serving their customers efficiently. It’s worth noting that companies cannot deliver a great customer experience without a great employee experience or excellent digital product design. To address this scenario, Rightpoint, a global experience leader and Genpact company, has made its mission to help enterprises in their digital experience journey with their promising return on investments by providing the Total Experience (TX) and Return on Total Experience (ROTX) approach to help clients solve their biggest CX challenges.

Exhibit 1: 2023 has presented the digital dichotomy

Source: HFS Research, 2023

Rightpoint’s Total Experience approach consists of experience from customers, employees, and products

Rightpoint’s strategic approach to its Total Experience, which binds the customer experience (CX), employee experience (EX), and product experience (PX), helps enterprises connect the dots of experience across the organization. At its core, Total Experience is about how people, technology, and businesses interact. This framework enables enterprises to access a holistic set of AI solutions to connect all three nodes of CX, EX, and PX and helps them meet the demands of the rapidly evolving hybrid (“phygital”) reality. It helps organizations think about the interdependence across the front, middle, and back offices, echoing the HFS Digital OneOffice™ approach that enables digital customer and organizational experience.

For example, look at Rightpoint’s work with GM to support its product vision. The electrification of its vehicles is a core value proposition to drive experience and sustainability initiatives. Rightpoint designed the user interface for the 2023 Cadillac LRIQ, GM’s first electric vehicle. By designing and supporting the “in-car experience,” Rightpoint helped develop a product to delight and satisfy buyers and ensure the employee and customer experience is embedded in the product’s design.

Exhibit 2: Genpact’s ROTX addresses the three-legged stool of product, customer, and employee experience

Source: Genpact Rightpoint and HFS Research, 2023

ROTX is a fresh vision for measuring Total Experience investments

Enterprises planning to optimize the costs of digital experience investments across the enterprise need a framework for measuring and ensuring their return on investment (ROI). Rightpoint’s unique ROTX, a data ecosystem, adds a tangible way to help organizations measure their ROI across the Total Experience. ROTX measures organizations’ investments leveraging data insights across CX, EX, and PX, helping organizations cut costs and invest accordingly.

This approach includes embedding data-driven decision making in advanced ROTX, where robust Total Experience data explicitly shows how experience initiatives impact business outcomes. In a recent pilot with a utility company, Rightpoint integrates customer and business datasets to align the three experience stool legs and understands how PX, EX, and CX metrics correlate toward outcomes.

A well-planned and properly implemented TX program can improve customer loyalty and increase customer lifetime value. It can also boost employee productivity, engagement, and retention by reducing stress related to technology issues and customer frustration.

– Ron Shamah, CEO, Rightpoint

The Bottom Line: ROTX offers enterprises a promise of experience transformation—starting with a product strategy infused with human focus.

Due to its Rightpoint investments and the maturity of its front-office capability, the Genpact of today is nearly unrecognizable compared to its back-office, data-focused heritage. Total Experience is a go-to-market shift positioning Rightpoint in a “right to win” position for enterprise-wide digital experience services. ROTX addresses head-on enterprise demands for better employee experience, customer experience, and product experience while leveraging its data-focused, measurement-driven DNA to create a framework connecting these three nodes and impacting ROI. Enterprises seeking a fresh lens on their experience initiatives should examine approaches like Rightpoint’s to take a holistic view of stakeholder experiences and ensure their investments reap the rewards.