UX vs CX — Same Same But Different.
Users and Customers are the same thing, right? Wrong! Well kind of…
They are similar but they are not the same, just like User Experience and Customer Experience.
Below you will find explanations of both UX and CX , the differences between them and tips on how to use them in conjunction with each other.
What is User Experience (UX)?
UX is about a person’s experience with a product, system or service.
Should be solving the right problem in an efficient and enjoyable manner. Good UX ensures a user is able to find information / complete a desired task on a website/app quickly and easily.
UX focuses on:
· Usability — how easy & pleasant these features are to use.
· Interaction Design — focuses on creating interfaces with logical and thought out behaviors and actions.
· Visual Design — is the use of imagery, colour, shapes and typography.
· Information Architecture — is the structural design of shared information.
· Content Strategy — is in relation to the planning, development, and management of content.
· User Research — focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.
What is Customer Experience (CX)?
CX is the perception that a customer has after any interaction, it’s about ensuring customers experiences matches their expectations.
Should be to ensure customers have a pleasant, professional, helpful interaction.
Feel generally positive about the overall experience and everything associated with it.
CX focuses on:
· Customer service — Provide a professional, friendly and efficient service to support customers.
· Advertising — producing advertisements for commercial products, features or services.
· Brand reputation — how a particular brand is viewed by others. A favorable brand reputation means consumers trust your company, and feel good about purchasing your goods or services.
· Sales process — is a series of steps that map out and track interaction with prospects from their first point of engagement with a business through to a close.
· Fairness of pricing — is a consumer‟s assessment and associated emotions of whether the difference (or lack of difference) between a seller‟s price and the price of a comparative other party is reasonable, acceptable, or justifiable.
· Product delivery
· Even, each individual product’s UX.
Although designers have more control on UX, it is still important to understand the context in which CX works. It is not a matter of choice between UX and CX or investing in one and leaving the other or putting focus on one over other. Each have different focuses and benefits and purposes.
I recommend establishing a foundation with these 3 steps:
1) Feedback loops — Ensure contact options are easy to find and in different forms phone, email, social media etc.
2) Respond to feedback — The tone of your product should correspond to the tone being used in the customer service help. Creating a tone of voice to set the standard can be very useful.
3) Involve the support teams — Communication and awareness is imperative from both sides as insights from agents on the front line support are extremely valuable.
Fitting CX with UX can be a challenge but that doesn’t mean they can’t work together. It’s all about finding 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 experiences.
‘If you think good customer experience is expensive, wait till you see how expensive it is not to have it.’