The Difference Between User Experience and Customer Experience
There are a lot of buzzwords thrown around in the customer sphere, but two of the big ones relate to experiences — customer and user.
Your customer experience starts with the first step of your buyer’s journey, that is, when they discover your site and decide to make their first purchase.
UX vs CX in Theory
User experience (UX)
It refers to customers’ interaction with a specific product, website, app, or software. A good user experience gives your customers the ability to find information quickly and easily.
The design of the interface all combines to create the UX, whether positive or negative. Thus, its usability, navigation, information architecture, learnability, comprehension, visual hierarchy, etc.
Picture 1. User experience
The components of the user experience include such things as:
- Ease of Use
- Information architecture
So, UX is specifically about the experience a user interacts with your product.
Customer experience (CX)
It focuses on the general experience a customer has with a company and is essential if you want to get far.
It is measured by net promoter score, customer loyalty, and customer satisfaction. It tends to exist higher in the clouds and can involve a number of interactions.
Picture 2. Customer Experience
According to Forrester, customers will pay 4.5 times more if the customer experience is good.
Typically, CX refers to how users perceive:
- Customer service
- Sales process
- Brand Reputation
- Fairness of pricing
- Product delivery
So, CX means the relationship between your customer and your organization.
UX vs CX in Praxis
They are related, but they can also work separately:
Fantastic UX + Poor CX
You may have a pleasant experience booking flight tickets on a website or an app, but it takes a lot of time to reach a customer service agent about a refund.
Poor UX + Fantastic CX
You may download an app, which is hard to use and confusing. But as soon as you post a complaint, they contact you and compensate it in some way.
At the end of the day, to improve CX, it is important that you first understand the problem. If it’s a simple UX issue, it could be simpler than replacing the CX of a brand. In some cases, an attempt to reshape CX can solve these problems with UX.
It’s about using data to analyze your business and measure the impact of how you treat your customers. Hence UX represents a huge part of CX and needs to play a major role when thinking from the perspective of a customer.
Photo 3. Good CX is built on top of good UX
UX vs CX Example
Having a great UX doesn’t necessarily mean you have good CX and vice versa.
Let’s imagine John needs a Live chat platform for his business. He does a Google search for such a customer support service and easily finds paldesk.com as it has great search engine optimization (SEO).
He effortlessly navigates the headings and links, because the information infrastructure, readability, and taxonomy are well thought. Finally, John is able to go from the entry to complete the desired task in three clicks and approximately 45 seconds.
But then, John has a specific question on how to complete a request, so he emails Paldesk. However, they are getting back to him only two days later suggesting to make a phone call instead. So it required escalation and an additional time waiting for a response. John finally got an answer to his question an hour later and gets all the necessary information to complete the request.
In this mock scenario, great UX, poor CX. Despite the situation, John still decides for Paldesk as it offered the best value for money in a package with its killing features. However, it doesn’t always end up this way when CX fails. Also, luckily, any resemblance to actual persons or events is purely coincidental.
There Are Some Similarities
Although UX and CX are different, they need to work closely together to truly be successful.
UX is actually a component of CX, and each plays an important role in the overall success of a brand. So, customer experience representatives should be cooperating with product engineers to make sure everything functions together.
Consider this as you develop products and services, and make sure to think from the customers’ perspective. By being involved in the entire customer journey, you can see how each role plays into a customer’s overall satisfaction with the product and the company.
Related: A/B Testing: Optimizing The UX
Failures in either area lead to a bad customer experience overall. When a situation like that arises, both disciplines put people and research at the center of what they do to provide better experiences and value while ultimately boosting profits.
The ultimate goal is a product or website that ideally meshes the required elements of navigation and ease with the extra features that will help the brand to stand out.
Why Does It Matter?
The distinction between UX and CX is important because it enables you to clearly identify problems that your brand has and respond to them. However, these two disciplines should not be considered in isolation, with the Internet of things, they become part of everyday life.
Therefore, just like branding, user experience does not start or end only on your site. Entering the world of omnichannel means interacting with your customers wherever they are. People expect an impeccable experience. Offering them omnichannel support across all your channels means interacting with them at any time.
Each interaction actually affects the customer’s probability of visiting a platform on different devices and make a purchase. By focusing on the omnichannel approach, you essentially combine the buying experience of your customers across different channels.
Wrapping It All Up
Although there are some differences between CX and UX, the two disciplines will only interfere as technology becomes more and more integrated into our daily life.
To be at an advantage as a UXer, consider the whole eco-system of the customer, not just about the app or site you’re working on. Rather than just thinking about the user, enhance your game and future proof of the inevitable integration of CX and UX.
Ultimately, it is not essential what you call yourself as long as you ensure a great experience of any interaction with your product. All areas of the organization need to work together to assure that all customer contact points are tested on friction, optimized, and of course, that they go above and beyond what competitors are offering.
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