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Customer Experience, Design

What is the difference between User Experience (UX) and Customer Experience (CX)?

2 minute read | By: Amanda Morgan


In order to understand the difference between User Experience (UX) and Customer Experience (CX), it is necessary to clearly define each concept.

 

UX is concerned with how a person, or User, deals with, and responds to, a company’s product. Practical conclusions can be derived from measuring:

  • Success and error rates
  • Rates of abandonment
  • Amount of time/clicks required for completion of a task

 

CX, on the other hand, involves the general, across-the-board experience that a Customer has with a particular brand. CX can be observed through:

  • Noting an individual’s overall perception of the brand, as a whole
  • Determining how likely it is that the customer will continue with the brand
  • Gauging how likely it is that the customer will share positive feedback with others regarding their experience

 

To sum it up, User Experience (UX) is just one part of the overall Customer Experience (CX) picture.

 

How do the concepts of UX and CX accomplish their respective goals?

A well-structured, efficient online UX enables a user or customer to:

  • Access pertinent information with ease and in a timely manner
  • Accomplish a task without difficulty
  • Effortlessly search Web Pages

Superior CX ensures that the user or customer will:

  • Have positive interactions with professional, knowledgeable, and courteous company representatives who are prepared to resolve issues with as little difficulty as possible.
  • Have an overall positive attitude toward all things connected with the brand.

 

So how do these two processes blend together to create success and growth for a business? A significant number of companies perceive UX and CX as two independent concerns that require separate teams to create and execute. The UX teams concentrate on the technology part of the business and the CX team deals with marketing issues. On the surface, this may appear to be the best way to accomplish company goals, but a collaborative approach between UX and CX teams may serve your brand more effectively.

 

An organization can offer a great UX online through a quality website or mobile app. But what happens when, inevitably, something goes wrong or the user is confused about something to do with the product or service and has to call on the phone for assistance? If that individual encounters long wait times, or a rude, incompetent agent who gives them the run-around, then how will that company score in overall CX? Although the user may have been extremely pleased with their online experience, the follow up experience could decide whether or not they ever do business with that company again. Also, it could lead the user to go on to post negative comments online and complain about their experience to others. In the end, it doesn’t matter what kind of UX took place; if the CX is poor, it can be detrimental to a company’s brand.

 

Read our article: The High Cost of Poor Customer Experience to learn more about Customer Experience.