Avaya announced results of an online market research survey conducted by IDG Communications, indicating that just over half of businesses in the Middle East and North Africa believe they offer a “good” Total Experience.

It found that, despite rating themselves ‘good’ when offering a Total Experience, many MENA firms are struggling to deliver on the individual facets that enable them to become truly customer-centric. Exactly half believe that they deliver a good Employee Experience, and just 33% say they offer a good Multiexperience. Just over half of MENA companies (54%) agree that they deliver a good User Experience, but only 43% say they offer a good Customer Experience.

Total Experience is the interconnection between Customer, Employee, User, and Multiexperience. While companies often develop the right strategies, the best customer outcomes occur where tools and strategy intersect and focus on this interconnection to deliver a superior Total Experience. Total Experience has been described by Gartner as one of the top strategic technology trends for 2022.

The global research polled business and technology leaders from a range of industries across the globe, including 80 from the MENA region, to explore the journey of enterprises as they evolve customer and employee experience from individual channels or applications towards a more interconnected experience.​ Respondents worked at firms with a minimum of 500 employees, and were manager-level and above.

Total Experience has been described by Gartner as one of the top strategic technology trends for 2022

“Regional businesses rightly place a high premium on customer experience, so it comes as no surprise that the majority are expanding their strategies to uplift the experiences that they deliver to their customers. To be truly customer-centric, organizations need a cohesive CX strategy that gives employees the tools to wow every customer on any device. The good news is that MENA firms realize this, and are already working towards it – 74% say they have a cohesive customer interaction strategy,” said Nidal Abobu-Ltaif, President, Avaya International.

The vast majority of MENA firms (93%) say that customer experience is an intrinsic part of their brand value. However, those who scored higher in Total Experience empower employees with newer tools and platforms only used by some MENA firms – messenger platforms (44%), video chat (33%), chatbots (43%), and AI-based virtual assistants (31%). The organizations that support these newer tools have found that they simplify support, transform customer experiences, and benefit from more complete analytic tools.

Avaya OneCloud CCaaS makes it easy to connect everything—voice, video, chat, messaging, and more—to deliver effortless experiences for customers and employees at every touchpoint, enabling businesses to provide a Total Experience.

“A monolithic, one-size-fits-all approach doesn’t meet the wide range of needs that businesses have as they look to compete in the experience economy,” said Abou-Ltaif. “When companies combine customer, employee, user and multiexperience thinking, they elevate everything these approaches can achieve on their own. This enables them to deliver exactly what’s needed at every interaction. Avaya OneCloud is a Total Experience platform that lets you compose the experiences that each moment demands—for both customers and employees.”