User experience is not the same as customer experience.
While most designers directly influence the UX, they also need to understand the larger context of the CX. The customer experience represents every step of the journey from when users are running price comparisons, to when users try the product, to when users may resort to customer service if their needs aren’t met.
Let’s explore the nuances of each field, and how a better understanding of CX makes you a much stronger UX designer.
Know What is More Important amongst The UX and CX!
If you have a website then you certainly must know how to entertain the consumers greatly. The entertainment that any website can offer the consumer is most definitely the best experience of using the same.
Often people are confused between the CX and the UX and cannot determine that what is more important for the website! Most importantly, people must understand that many of them do not have an idea about the difference that these two have in the first place.
Hiring the bestwill easily help you with the best results for both. And these services make sure that you get to understand that what the actual differences between the two are.
The CX or the customer experience:
The customer experience is practically refers to the customer interactions. A good customer experience depends on a lot of things. The brand is short is directly related to the customers in ensuring the experience.
It has various points that helps in the same, that includes the website or the mobile or maybe the customer service support and also at times, the brochures. You might want to know that why CX is important for website design? Well, the reason for the same is pretty much simple! It helps people realize that if they have met or exceeded the expectations of the customers at all. The customer experience design methodology is mainly focused to ensure that the customer has a total experience that can be counted as good.
Lacking good service is any area can have its negative influence on the customer experience all in all. The influences on the CX can actually work as a determining factor that weather or not the customers will come back to the website at all.
If they don’t have a total CX that is great, then there are high chances that they will choose your competitors against you. This is only why the customer experience design process is time taking as well as well organized.
The UX or the use experience:
The UX is one of the small areas in that of the CX overall. Yes, this can be easily called as a small and yet a vital part of the CX. The influences on the CX mostly depends on the UX in the first place.
With the help of the a good and well established UX the customers tend to get through with the exact information that they are looking for. And that too without having to waste any time at all. A customer must be mentally satisfied using your services and must be able to vouch for the quality of the same.
If the design of the website stands out and yet makes it difficult for the users to find their way in and out of it in a complete mess, then of course, it is no User experience that can be called as acceptable.
The Differences: UX vs. CX
Let’s illustrate the differences with two examples.
Bad UX & Good CX
First, let’s say you bought an app that edits pictures on your phone.
You bought it because you love programs like Photoshop, and you wanted such detailed features for your phone, especially one in particular. However, when you actually start using the app, you find the interface confusing and you can’t even find the feature you wanted. (UX)
Luckily, they have a help line. You call, and a friendly customer service rep answers quickly and explains, step-by-step, how to access the feature you wanted. Everything seems clear now. In addition, they give you a $25 credit for your trouble. (CX)
This is a good example of a bad UX but a good CX. The app’s interface was confusing and poorly orchestrated which made using it a bad experience. However, your experience with the other aspects of the app’s brand — the customer service and the free credit — were great.
But it can work both ways. Our second example below is all too common.
Good UX & Bad CX
You want to order airline tickets. You think it’s easier to download an airline’s app to browse and buy tickets. You’re right. Even though you’ve never used an airline app before, the self-explanatory interface, clear navigation, and fast loading time allow you to find and book the perfect flight in under 10 minutes. (UX)
Photo credit: Virgin Atlantic Android App
Once you get to the airport, though, it’s a totally different story. The check-in booth is understaffed and the line in unnecessarily long. The attendant is abrasive, and you don’t like the way the staff throws your checked baggage around. On the flight itself, the service isn’t much better. (CX)
While one aspect of the brand, the app, satisfied you, the other areas did not. No matter how good the app’s UX was, it didn’t make up for the other services, which ultimately damaged the overall CX. Bottom line: you’re not happy with the money spent vs. service received.
For satisfied customers, you need consistency between the UX and CX.
Customers interpret all the events as the overall brand experience. They’re either satisfied, or they’re not.
Why Do We Need to Consider CX when We’re Working With UX?
Author/Copyright holder: AltimeterGroup . Copyright terms and licence: CC BY 2.0
Let’s say you are the UX designer on a major online retail store. Your job is to build a website which can be easily found on the internet, which customers enjoy spending time on and more importantly still – that they enjoy spending money with.
So far, so simple, right? You go out and do your user research. You use that to inform your design process and because your team are as least as brilliant as you are; they deliver exactly what you expect.
On the first day your website receives thousands of hits and every customer who lands on that site buys something! You are better than Amazon! Then three weeks later… your company goes out of business. But… the UX was perfect right?
It was but the CX sucked. You sold thousands of products on Day One but they neglected to mention that the warehouse wasn’t full of these products; initial expectations were to sell a little and scale up operations. This wouldn’t have been a total disaster but no-one trained the customer care agents to expect this – they’ve been receiving angry phone calls without end. So they all quit and went to work for somewhere less stressful. Your angry clients have all gone out and claimed refunds on their credit cards too…
User experience must always be seen in the bigger context of customer experience or it’s entirely possible that our work will be wasted even when that work is brilliant.