User Experience (UX) vs. Customer Experience (CX): key differences
Customer Experience (CX) and User Experience (UX) are two of the most important aspects of a business that are often misconstrued for one another. Both CX and UX center on enhancing the interactions between a company and its customers, but they differ in their scope and approach. Understanding the key differences between CX and UX is crucial for businesses looking to provide a positive experience for their customers and drive growth and revenue.
About Customer Experience
Customer Experience (CX) refers to the overall perception a customer has of a company. This perception is formed by all interactions a customer has with the brand, from initial awareness to post-purchase follow-up. CX takes into account all touchpoints a customer has with a company and aims to improve the overall experience. This includes everything from product quality and customer service to branding and marketing. The goal of CX is to create a positive, memorable experience that leaves a lasting impression on customers and encourages them to return in the future. CX is a holistic approach that looks at the big picture, considering the entire customer journey. This includes the pre-purchase, purchase, and post-purchase experience.
All about User Experience
On the other hand, User Experience (UX) focuses on the interactions a customer has with a company’s products or services. This, includes the design, functionality, and ease of use of the products or services offered. UX takes a user-centered approach and aims to understand the needs and behaviors of customers in order to create products and services that meet their needs and expectations. The goal of UX is to create products and services that are intuitive, easy to use, and provide a positive experience for the customer. UX design involves conducting user research, testing prototypes, and iterating on the design to ensure that the final product meets the user’s needs.
The key differences between CX and UX
We could have a better look at the key differences between CX and UX in the table below.
Aspect | User Experience | Customer Experience | Focus | Overall experience a user has with a particular product or service
| Entire experience a customer has with a brand, from the first interaction to post-purchase support |
|---|---|---|
Scope | Usually limited to digital products and services, such as websites, mobile apps, and software | Encompasses all touchpoints between a customer and a brand, including in-person interactions, phone calls, emails, social media, and more |
Purpose | Improve usability, ease of use, and enjoyment for the end user, and ultimately increase user satisfaction and Loyalty | Create a positive overall impression of a brand, build customer loyalty, and increase customer retention and advocacy |
Metrics | Task completion rate, time on task, and user satisfaction | Customer satisfaction, net promoter score (NPS), and customer lifetime value (CLV) |
Team | UX is often the responsibility of a specific design or product team, which works to create a seamless and intuitive experience for the end user | CX is the responsibility of the entire organization and requires cross-functional collaboration and alignment to ensure a consistent and positive experience at every touchpoint |
Outcome | UX outcomes are focused on improving the performance and success of the product or service in question | CX outcomes are focused on building long-term relationships with customers and driving business growth through customer loyalty and advocacy |
Metrics and Measurement
There’s no one-size-fits-all approach to measuring the Customer Experience. But, CX boils down to how satisfied your customers are and how likely they are to recommend you to a friend.
Here are some metrics you can use to measure CX:
- Customer satisfaction — the degree to which a customer is satisfied with your brand based on interactions with your business
- Net Promoter Score® or NPS — a measurement of customer loyalty and how likely a person is to spread the word about your business
- Churn rate and reasons for churn — the number of customers your business is losing in a given period (and why)
A big part of measuring UX requires you to look at the usability of your products. User testing is a great way to find answers to common usability problems.
Here are some metrics you can use to measure UX:
- Website or page load speed — the amount of time it takes for your website to display content
- Time on task — how long it takes your customers to accomplish a goal (e.g., find the help desk portal on your website)
- Adoption rate — the ratio between new users and all users for a product or service
- Why the Difference Matters So, why does the difference between CX and UX matter anyway? Well, for one, distinguishing between internal roles and responsibilities is a must. Your UX team needs to focus on enhancing product usability.
While usability is important on the CX side, a positive brand experience is the true measure of CX success. That said, it’s important for your business to have separate but integrated strategies for each.
Goals and Objectives
Both CX and UX professionals work toward making (and keeping) customers happy through every business interaction. But, CX and UX strategists have their own unique set of goals and objectives to get there.
Common CX goals and objectives may include:
- Creating a brand experience that attracts, engages, and delights customers
- Promoting customer satisfaction at every stage of the buyer’s journey
- Generating a steady feedback loop where customers can voice their needs
Common UX goals and objectives may include:
- Designing a seamless product experience with minimal friction
- Developing products that are interactive, fun, and easy to use
- Ensuring products solve the most important problems customers face
In sum, CX professionals work to cultivate positive experiences with your brand. UX professionals focus on improving product interactions to help create those positive experiences.
CX & UX synergy for the benefit of the customer
Despite the differences in their approach and metrics, CX and UX do intersect in several areas. Both aim to enhance the overall experience of the customer and make it easier for them to interact with a brand. For example, customer feedback can be used to improve the UX of a product or service, which in turn can improve the overall CX.
Moreover, it’s important for businesses to integrate CX and UX into their overall business strategy. A company that successfully integrates CX and UX into its business strategy will not only see increased customer satisfaction but will also see increased customer loyalty and advocacy. This is because customers are more likely to return to a company that provides a positive experience and makes it easy for them to interact with the brand.
Conclusion
Although CX and UX are distinct concepts, they are both critical for businesses looking to provide a positive experience for their customers. By focusing on both CX and UX, businesses can create a memorable and positive experience for their customers, increase customer satisfaction, and drive growth and revenue.
A company that successfully integrates CX and UX into its business strategy will not only see increased customer satisfaction but will also see increased customer loyalty and advocacy. This is because customers are more likely to return to a company that provides a positive experience and makes it easy for them to interact with the brand.