Are you one of the designers who confuse User Experience Design (UX) vs Customer Experience Design (CX)? Well, they sound familiar, but are quite different from each other. Although designers exert more control on UX, still they must understand the context in which CX works.

Customer experience takes into consideration every stage right from comparing prices by the users to the point of trying the product and thereafter, even customer service if they aren’t fully satisfied. UX and CX are not a matter of choice as both stands of a lot of relevance to the organization. There is never a question of investing in one and leaving the other, putting the focus on one over other.

Agreed, fitting CX with UX is a big challenge as they have their own purposes, but that doesn’t mean they can’t work together. This article will give you thorough understanding of the concepts of UX and CX and their role in the success of your company.

Understand UX

what is UX

User Experience (UX) refers to the people’s interaction with your product (a website, app or software) and the experience that they derive from it. It’s the design of user interface along with its usability, navigation, information architecture, learn-ability, comprehension, visual hierarchy etc. that construct UX- be it awesome or awful. The metrics that are used to measure UX are error rate, success rate, bounce rate, time to complete task and the clicks leading to conversion.

A delightful user experience is the one which enables the customer to find information quickly and easily. It is the sum of the end users’ views which amounts to the UX of the product or service. Now, this consists of efficiency, emotional satisfaction, effectiveness and the strength of the relationship with the company that offers the product or service. UX truly governs all the digital products. Even if your product is aesthetically pleasing, but the users are not able to navigate or access what they are looking for, you are bound to be forbidden in their list. Rich UX granting simple and quick interactions will make the users happy and keep them visiting time and again.

It takes users a matter of few seconds to decide if the site deserves their time and yes, it is UX which gives the kick. UX designers buckle down to create a product that is easy and efficient to use. They want the users to accomplish the desired goals and perform the tasks without any problem so that they get a satisfying experience. The professionals work on range of products varying from websites, apps to non-digital formats like forms or marketing materials to provide solutions as a brand. The primary goal is to fulfill all the needs of the customers and that too in a proficient and enjoyable manner.

Understand CX


Customer Experience (CX) as a broader term includes all the interactions that a user experiences with the company.

It is more like creating and responding to customer’s interactions with the brand so as to meet all requirements or even surpass what he/she might expect.

This is mainly to enhance customer satisfaction, loyalty, and support. And this takes into account your customer’s perspective to have helpful, enjoyable and overall powerful experience with the brand.

CX can be evaluated through overall experience, chances to continue further and the possibility of recommendations given to others. UX is just one part of CX as CX is much bigger and comprises of certain facets of the product which are not present in UX.

CX is essential for an organization as even though it may be positive or negative, it dictates whether the customers will terminate or continue transactions with the company.

It has a major role especially as customers are technologically very advanced and have the option to choose from a plethora of competitors. Casting a light on your product or service through excellent CX is a great strategy as it not only helps you in pumping your sales and revenue but also to gain an edge as against your competitors.

As per research, 86% of the customers are likely to pay more if they encounter superb CX. CX has the wider scope to it. In it, customer’s account for experiences across all the fields of the brand which also includes a particular product, say an app.

Yes, it is an umbrella term that comprises of all the interactions and all the products within the company and how user perceives them.

So, if CX is outstanding, it will empower the users with enjoyable, competent and helpful interactions with the company personnel and make them feel more affirmative regarding association with the organization and everything related to it.

CX is reported on the customers’ outlook in totality to brand reputation, customer service, sales process, advertising, product delivery, product pricing and specific product’s UX.

CX consultants look after the experience a customer has across all the channels of the brand. This can be one-on-one and phone interactions or even anything on digital platform.

Customer experience also takes care of UX as its part, so the experts make sure that the total experience is just worth the customer’s time.

They regulate brand strategies with customer’s entire experience, all keeping the customer satisfaction in mind.

Keeping customers at priority, the professionals integrate their wants and needs to the needs and goals of the organization to get optimum growth with best experiences.

The Difference

What-is-the-difference-UX-vs-CX

Okay, by now you must know that although similar in concept, UX and CX are not interchangeable. UX is a particular part of CX that denotes the usability of your product or site.

CX, on the contrary, includes end-to-end interactions with the customers and all the deals via channels like web, mobile, marketing materials and personal contact, that is, support and service. For example, you purchase an app that edits and personalizes images on your mobile.

You made the decision owing to its detailed features that give you the luxury of a good photo editing software, all in one phone. But when you start exploring the app, you find the navigation confusing and are not able to get what you desire. This is what bad UX is. Now, fortunately, they have a customer support helpline.

So, when you contact them, a rep answers you in a friendly manner and solves all your queries by guiding through the entire process.

You get rid of all the confusion and also, as compensation they give $20 credit to have wasted your time and effort. Here, this is what great CX is.

If the app would have been self-explanatory with clear navigation, then even UX would have been commendable. Yes, undoubtedly, both the disciplines are important to make the brand a success.

Better CX With UX

Get that right – UX has a great impact on the overall CX. Below are some ways in which you can improve CX through UX :-

1. Trouble-Free Feedback

Testimonials-Client-Feedback
Make customer helpline clear on the page. No use keeping it in a hard-to-find place that poses problem to the customers. You must make communication as convenient and open as possible.

Design visible calls-to-action that are understandable or you can even use modals to receive feedback. Remember customers like attention and want to communicate always.

Now, it is your call if you want to keep that communication channel open. From UX point of view, feedback is also necessary to make changes essential for product improvement.

2. Respond To Feedback

Customers like being heard, so it is important to give them feedback that their suggestions are being considered or executed or the minimum, read. The tone of your product or service should correspond to the tone being used in the customer service help.

3. Multi-Channel Approach

It is always good to have a multi-device compatibility as 90% of the users are fast and finish a task on more than one device. From CX standpoint, combine customer service or other products and services at the correct context across channels. For instance, sites like Amazon permit instant contact with customer service reps to maintain user flow and save time of the customers.

4. Involve Support Team In Process

Involving team doesn’t mean that the customer service or supply chain teams should decide the stages of product cycle; it is just that they must be aware of the process. Designers should ask their input as and when required and even emphasize on the fact that their presence can meet product goals. Further, customer journey maps can be used to foresee the experience with the product.

Conclusion

User experience forms the basis of rich customer experience. The fields are very much interrelated to each other and there is no comparison whatsoever in importance. UX doesn’t focus much on the customer rather on the product, on the other hand, CX deals with various interactions that the user has, ranging across various channels, be it offline or online, with the company. Actually, it is possible to have customers with unsatisfied UX at the same time pleasant CX. Similarly, you can have wonderful UX, but CX might be bad. In a crux, it is all about users and you should put them first.

Still, you must find the right balance with the business as one cannot be ignored at the cost of other. Let your UX and CX work together so that you can generate seamless multi-channel experiences that are terrific by all means.

Images Credit – https://dribbble.com

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Prince Pal

UI UX Consultant Helping Digital Startups & Stakeholders Grow Their Business at Think 360 Studio
For 15+ years I have designed, developed and marketed websites/apps startups in New York, California, Florida and in India. Always focused on great User Interface is key.