The future of customer service is marked by a fundamental shift in how companies design and deliver their services. According to KPMG’s Global Customer Experience Excellence 2025-2026 report, the Total Experience (TX) concept has emerged as the cornerstone of this transformation. This approach integrates not only customer experience (CX), but also employee experience (EX), partner experience, and digital touchpoints, with the goal of creating an adaptive, consistent, and intelligent experience.
In an increasingly competitive and dynamic environment, organizations must be able to seamlessly integrate data, processes, and technologies while empowering their employees to deliver exceptional service. But how is this achieved in practice? The report outlines five key principles that companies should adopt to ensure customer experience excellence, all driven by the power of AI agents and digital ecosystems.
1. Customer-Centric: Designing for Their Needs, Values, and Goals
The first principle of Total Experience is based on putting the customer at the heart of every decision. This means that companies must design their products, services, and experiences around the customer’s needs, values, and expectations. Instead of being an isolated entity, the customer becomes the central figure guiding the organization’s strategy, allowing brands to anticipate their needs and offer more personalized solutions.
In this context, AI agents play a crucial role by enabling the creation of unified customer profiles, accessible to all touchpoints within the ecosystem. Through dynamic orchestration, companies can personalize customer journeys, adapting to both interaction history and real-time context. This approach allows each touchpoint to be specifically tailored to what the customer needs at any given moment, creating a smoother and more effective experience.
2. Using Data to Gain Insights and Personalize the Experience
The second principle refers to using data to gain deep insights that allow for personalized customer experiences and brand interactions. In a hyper-connected world, data is the foundation for creating anticipatory service—a service that not only responds but also predicts what the customer needs before they even express it.
Leading companies in customer experience are leveraging advanced analytics and AI agents to process signals in real time, enabling them to adjust interactions more precisely and personally. This not only improves service quality but also builds stronger customer relationships by demonstrating that the company understands their needs deeply and proactively.
3. Seamless Integration of Processes and Technology for a Frictionless Experience
The third principle highlights the importance of seamless integration of processes and technology. Instead of treating each touchpoint in isolation, companies must unify their systems, data, and channels coherently to deliver a continuous and frictionless experience.
Omnichannel is a clear example of this integration, where customers can interact with the company through multiple channels (phone, chat, social media, etc.) without losing context or service quality. AI agents facilitate this integration by coordinating workflows across different teams, channels, and systems, ensuring a consistent, personalized, and efficient experience, regardless of the touchpoint.
4. Empowering Employees to Create Value
The fourth principle of Total Experience focuses on empowering employees. Companies must provide their teams with the tools, information, and autonomy necessary to effectively solve problems and create value for customers. This not only improves customer satisfaction but also contributes to a more productive and motivated work environment.
In this regard, AI agents play a key role by providing employees with real-time insights, enabling them to make informed decisions quickly and efficiently. By giving them access to this technology and relevant data, companies empower their employees to offer a more agile, personalized, and effective service, without relying entirely on manual or hierarchical processes.
5. Technology as the Backbone of Every Experience
The fifth principle states that technology should be the backbone of every interaction. This means that, while customers seek humanized experiences, technology should be invisible yet essential for creating frictionless, fast, and effective experiences.
In this sense, AI agents are fundamental, as they allow interactions between humans and machines to complement each other naturally and without barriers. Technology should not be seen as an obstacle, but as a tool that facilitates the creation of authentic and consistent experiences. Connected ecosystems, enabled by AI agents, allow companies to integrate multiple platforms, services, and partners into a single, seamless journey, ensuring that every interaction is relevant and consistent.
The Path to a Total Experience
In short, the Total Experience concept is revolutionizing customer service by integrating all aspects of the experience—from the customer to the employee and partners—into a unified, intelligent system. AI agents are at the forefront of this transformation, enabling companies not only to respond to customer needs but to anticipate, personalize, and resolve them autonomously.
Organizations that adopt these principles will be better positioned to deliver more efficient, consistent, and human experiences, strengthening loyalty, satisfaction, and growth. In an increasingly interconnected and digital world, Total Experience is not just a strategy; it’s how companies must operate to remain competitive in 2026 and beyond.
If you would like more information on how Outsourcing S.A.S. BIC can help you implement these principles in your organization and deliver exceptional customer experiences, contact us today! We would be delighted to help you take your experience to the next level.