When we ask whether customer experience (CX) and user experience (UX) are the same, we usually get several different answers. Some will totally agree, others will be totally confused. Why? Because there is an inherent belief that there is no difference between the two. If the user is the customer, they should be the same, right?
CX and UX are completely different things. Companies that understand the difference between the two are well-equipped to provide the best possible experience with their brands and products.
To clear up any confusion, let’s start by reviewing the definitions of each term.
What is User Experience
According to ISO 9241-210, user experience is an individual’s perceptions (per perceived perceptions) and responses before, during, and after using a product or service. UX is specific to the way end users interact with a company’s products. Websites, software, apps, publications, etc. A product’s design and its interface work together to create the user experience. User experience can be positive or negative based on their interactions. Creating a design that is simple, elegant and easy to use can be categorized as positive UX.
The user interface (UI) is recognized as an integral part of design. However, the UX is different from his UI.
UX is often confused with usability, which makes it even more complicated. At NN/G, we define usability as a quality attribute of her UI, emphasizing whether the system is easy to learn, efficient to use, comfortable, etc.
Related article: UX is an ongoing investment for profitable businesses.here’s why
What is Customer Experience?
Customer experience encapsulates all the channels and products that consumers interact with and how they feel about your brand as a whole. CX also includes customer cognitive and behavioral responses elicited by digital touch points.
Customer experience can relate to a company’s products, marketing strategy, customer service, and even pricing. In the most basic terms, it is the customer’s perception of their relationship with an organization or brand.
In practice, CX-focused professionals do the following activities:
- Research and map customer journeys.
- Use surveys to better understand your customers’ habits (both likes and dislikes).
- Work to understand the customer experience and the company’s relationship with customers.
- Provide a superior customer experience by providing excellent service and support.
A great CX team continuously evaluates every touchpoint along the customer journey to create and deliver a dynamic customer experience. CX design is the focus of this process.
Related article: What is Customer Experience Management?
Why Differences Matter: Three Levels
As you can see, the terms “user experience” and “customer experience” refer to very different situations. However, through varying levels of customer engagement, each is important to the overall experience. Every interaction, regardless of when it takes place, directly determines the decisions customers make along the way. Each level represents an opportunity for companies to positively impact the overall experience.
CX can be categorized into three levels: single interactions, journeys, and relationships. Let’s explore these levels and attributes in more detail for better understanding.
Single interaction level
of single interaction level It reflects the experience of using a single device to perform a specific task.
- The focus of this interaction is on the UX level, commonly identified as user experience.
- Companies try to design simple interactions. Perform small tasks on your website or application.
- Most UX designers work at the interaction level.
- The takeaway: UX and CX are considered digital, but physical channels exist at the interaction level so you can feel the virtual impact of the in-store experience. Examples include customer support over the phone and dealing with bank tellers.
travel level
of Journey level capture The experience of a person working to achieve a goal. This level can contain multiple interaction channels or devices.
- This is the end-to-end process for our customers to reach their goals.
- Accomplishments include customer interactions across multiple devices and brand-owned channels.
- Businesses offer an omnichannel approach to their customers for a seamless experience.
relationship level
of relationship level Through relationships, we refer to all interactions between individuals and companies.
- The brand focuses on the customer’s entire lifetime experience with the brand, not just a snapshot.
- The complete customer experience will be reviewed and enhanced.
UX and CX: Teamwork
A holistic customer experience is incomplete without a user experience. As mentioned earlier, there are differences between the two, but CX and UX must go hand in hand for your customers to experience the best possible journey. Understanding the dynamics of the relationship between CX and UX can help companies achieve continued success. Good UX improves overall CX. Companies should strive to use her UX to make interactions with users accessible and easy (usually through multi-device experiences). Users will feel satisfied with the overall experience.
For example, consider the modern shopping experience. In many cases, prospects begin their journey by browsing a store’s website and social media. If the UX is good, customers will visit your physical store and take the next step in their journey. As this journey continues, attention to UX improves overall CX, as long as companies understand the customer journey and how it plays a role in the larger digital ecosystem.
The goal of an enterprise CX experience should be a consistent dialogue that paves the way for a delightful experience.
Related Article: Building the Gold Standard of Consumer Trust
UX and CX are both important
True success can only be measured by the symbiotic relationship between CX and UX. If this one is overlooked, the company will experience obvious pain points for both users and customers. Nurturing the customer journey helps your company build loyalty and brand equity. Every touchpoint is an opportunity to improve the overall shopping experience through clarity and simplicity.
Businesses want to give everyone a great experience when interacting with their products. Sure, great CX drives brand loyalty, but UX must align with your business’s optimization strategy. Instead of focusing on the importance of one touchpoint, you should focus on the entire journey.
