CX vs UX

Customer Experience V/s User Experience (Updated 2021)
by Tim Moad
14 Nov 2020
14 min read
Introducing: The YouTube Marketing Hub, A Free Resource Library

The age of information has provided us with the ability to interact with an ample number of brands. Easy access to information regarding better products and enterprises has changed the parameters of measuring a brand's success. We are looking for more nuanced alternatives continuously. These alternatives are chosen based on customer experience (CX). It is the totality of interactions they have with your enterprise over a period. User experience (UX) on the other hand, is about the customer's experience only while using your product. UX is a subset of CX. For example, CX encompasses marketing your product to reach your target audience, the interaction with the sales personnel while purchasing your product, the after-sales services, price range, social media engagement along user experience. This blog will help you to understand the differences between user experience and customer experience using different parameters.

 

  1. WHAT IS UX?
  2. WHAT IS CX?
  3. KEY ASPECTS OF A GOOD UX DESIGN
  4. KEY ASPECTS OF A GOOD CX DESIGN
  5. THE NEXT STEP: USER JOURNEY MAP

 

Before you dive into this blog, here is a quick video listing the primary differences between UX and CX. For more detailed comparison and understanding, be sure to read the entire blog!

WHAT IS UX?

User experience deals with the customer's interaction with a product which is usually a website, an app, or software. Since we are in a digital age, it is mostly concerned with making the product easy to use and enjoyable at the same time. This means, if a product is challenging to navigate, it is going to generate a poor user experience (UX). User experience is measured using metrics such as abandonment rate, clicks to completion, error rate, success rate, etc. For example, you are filling out a questionnaire online, but it takes you to an invalid page with a 404 error every time you click on the "next" question option, this means that the website has a poor UX design and you are likely not to revisit this website. Nowadays, due to the abundance of choices, a customer is most likely to come back to your product only if they find it pleasant to use. Thus, a good UX design is essential for the success of your product. 

 

WHAT IS CX?

Customer experience is a broader concept as compared to user experience; user experience, however, is a part of customer experience. Customer experience comprises of interactions related to all the aspects of your brand, starting from advertising of your product to the customer segment, to sales services and delivery methods along with product usability, brand reputability, etc. Customer experience is measured using metrics such as  Net Promoter Score (NPS), retention rate, etc. It is often misunderstood that customer loyalty is a direct metric to measure customer experience. Instead, customer loyalty is calculated using the metrics mentioned above and in turn, used to quantify customer experience. For example, your airline company has a slow response rate to customers calling to ask about the status of their refund (which was a hassle-free process for them on your website). If this process takes a long time, they are most likely to be annoyed and will not recommend your airline service further to anyone. On the contrary, if your competitors are offering faster customer services, you will have then lost a customer due to poor customer experience, even when the actual process of refunding the money to your customer was smooth and hassle-free for them. Thus, it becomes essential to ensure that not only your product but also all the other aspects of it are designed by keeping in mind the customer as the focus. 

 

Side Note: Are you just starting out in the field of UX? If so then perhaps this Free Guide will help you! This guide has all my UX related knowledge of the past decade! 

 

KEY ASPECTS OF A GOOD UX DESIGN

In this part of the blog, you will get to know the critical aspects of a good UX design and will be able to understand better how it differs from CX design. The most crucial element of a good UX design is that the designer must always incorporate empathy while working on the product and conduct research based on it. Once you know your target audience, your research can be more personalized to get the perfect UX design. UX design is about visual communication and ease of use. Hence it is beneficial to remember a few generalized things like:

 

  1. Keep the usage of symbols/icons easy. The customer should be able to decipher information quickly from the symbols/icons. 
  2. It is also necessary to use simple language so that your product can be understood by many.
  3. Focus on feedback after your customer clicks on something, if the customer doesn't get any response after pressing on, for example, "Pay now", they might keep clicking it repeatedly and get charged multiple times for the purchase. A response could be anything, a change of page, a new color, or just a simple tick symbol that confirms to the user that you have received the necessary information and are working on it. 
  4. Using typography, image overlaying, and specific easy to spot error messages can serve in improving user experience. According to various studies, the usage of the right colors also assists in getting a better user experience.
  5. It is necessary to keep in mind that your product should be useful, along with being efficient and effective. It should be easy to navigate and learnable. UX designers also focus on making the design credible and desirable at the same time. 
  6. Information architecture also plays a significant role in making a neat UX design. If the information is not placed in a hierarchy, i.e. if there is no menu where your user can see all the options and get to the one they want as fast as possible, then your website will make a bad example of UX design. For example, if you are offering travel services, your website can have the primary menu consisting of:
    • The locations that you are providing services to
    • The modes of transport you offer along with the price range.
    • Cancellation, changing, and refund policies.
    • Reviews of previous customers
    • A gist about your company and what makes it better than your competitors

 

If your website is neat and easy to navigate, your customers will not only come back repeatedly, but you will also be getting "word of mouth" referrals and gaining new customers through this. Hence, information architecture cannot be neglected in the process of UX designing.

 

KEY ASPECTS OF A GOOD CX DESIGN

A CX designer is concerned with ensuring smooth and pleasant interactions between the customers and all other aspects of the company; it is a holistic approach. You are now responsible for defining your customers, putting up an attractive marketing strategy, sales services, after-sales services, etc. Here you will learn in short, how you can achieve a good CX design. 

Following is the way for getting a good CX:

  1. Voice of the customer (VOC): It is the most critical aspect of a good CX design. VOC refers to the customers' expectations, requirements, and wants and quantifies them to work on it. It helps in understanding all the information you have about your customer by making your customer explain their preferences. 
  2. Metrics to measure performance: Other than the metrics mentioned above such as the Net Promoter Score and retention rate, it is essential to measure the performance of your CX through Return on Investment (ROI), position in a business environment, customer reviews, etc. Through this, you will get to know whether your business processes are in order or not.
  3. Getting the chief's backing means getting more employee engagement: If your senior management is not bracing the customer then it is challenging for the employees to take the customer experience seriously leading to severe damage in the long run. In the end, it is your employees that are going to provide the customer experience. Their inputs need to be taken into consideration. Most times, their information will prove to be useful for improving your CX program. 
  4. Process and infrastructure and its alignment: All the strategies and infrastructure need to be considered as they assist you in complex environments. Their alignment is necessary to reach your final "aim". If the infrastructure is scattered and uneven, it will lead to failure in accomplishing your goal. 

 

THE NEXT STEP: USER JOURNEY MAP

Once you have understood the difference between CX and UX, you need to build a User Journey Map. This Map will help you implement UX and CX efficiently, making sure ever visitor becomes a returning customer of your digital product. A user journey map, also known as a customer journey map is a frequently used mechanism in UX designing. It is a layout of the outflow of the customer on your website. It begins with the user finding out about your website and ends with an assurance of them returning to your website in the long term and promotion of your brand. Touchpoints are the many ways through which a customer may come across your brand. It is necessary to identify these touchpoints because that's where the chances to increase customer satisfaction lie. Your user journey map tells you about the experience of your user across all touchpoints with your brand. The mapping will start with you creating different buyer personas and thinking about your product from their point of view. This enables you to understand in a personalized manner what other customers want. With changing times, users prefer to have an omnichannel way to marketing, after-sales service, etc. After creating buyer personas and gaining insights on them, you need to find the crucial touchpoints for the customer and construct a legitimate and extraordinary experience for every touchpoint that you are going to have with the user. The last and most important part of journey mapping is to revisit and revise regularly. It's okay not to get the journey map right on the first try, but if you keep revisiting it, you will always find ways to improve it. 

In the coming weeks, I will be posting elaborate blogs about every phase in the User Journey Map. The series intends to walk you through the process behind creating an attractive and efficient CX and UX Design. Make sure you follow me on Instagram to be notified when a new blog releases.

 

The Proto Process is my initiative to help people have a glorious career in the field of UX. UX Design is a rewarding career opportunity that offers satisfying work. A UX designer can impact businesses and their customers in the most significant way possible. If this is something that interests you and you wish to learn more about it, feel free to get in touch with me! I will be more than happy to help you with your UX journey. Don't hesitate from adding me to LinkedIn and following The Proto Process! I give daily UX related tips on Instagram and Twitter, making sure you are always learning. 

There's more! I have recently launched a UX Guide helping new designers get on the fast track of their UX Journey! Make sure to check it out! 

For you to navigate your way through the UX world, The Proto Process provides all the right resources! Join our community to receive invaluable insight from working User Experience Professionals. Get direction on where to put your efforts next, or even work through a problem you're having with The Proto Process. You can also Book a FREE Consultation Now for a more personalized experience! Furthermore, you can be a part of our digital classrooms. They will enable you to stay relevant in your career and help you grow as a UX Designer. 

 

The Proto Process: Designing Your UX Career, One Artboard At A Time.

 

 

 

 

 

 

 

 

Our industry experts come from renowned design-led companies