Customer experience (CX) and user experience (UX) – these terms are often misunderstood. Most people think they are the same. The fact is that CX and UX are unique. They both have essential roles to play in the success and loyalty of a brand. It can be said that user experience is a large component of customer experience.
UX comes first, and then comes CX. The concept of CX is an extension of the idea of UX. It is not limited solely to the product experience. However, CX and UX are often used interchangeably in today’s marketplace.
So, what’s the difference between CX and UX? Why does it matter, and how to tell them apart? Let’s find out.
What Is User Experience?
User Experience (UX) is about the experience of people interacting with a specific entity in an organization. It could be about their interaction with a company’s website, app, or software and their associated experiences.
A good user experience lets customers quickly and easily locate what they want. UX could be about interface design, information architecture, usability, site navigation, ease of learning, visual hierarchy, and more. A good UX enables a customer to:
- Find information effortlessly
- Complete the desired task easily
- Search for information quickly
What is Customer Experience?
Customer Experience (CX) is all about the broad experiences a customer has with an organization. It involves multiple interactions at various levels or points of contact.
The key objective is to increase customer satisfaction, achieve brand loyalty, and establish support.
CX includes the customer’s overall experience, continued usage of your product or service, and recommending the same to others. It is a measure of how customers perceive their interactions with your company.
A good customer experience means:
- Customers have pleasant and helpful interactions with the organization’s representatives.
- They feel genuinely positive and satisfied with the overall experience of those interactions.
The Importance of Providing a Good User Experience (UX)
User experience aims to meet the needs of the user of your products and services. It aims to deliver a positive experience that helps gain user loyalty toward the product/brand. A meaningful user experience will allow you to share details of the successful customer journey on your website.
UX is extremely important for any digital product. You might have a powerful and captivating website. However, if your users find it challenging to navigate and find what they are looking for, they are unlikely to return.
By providing users with an interaction-rich experience through a simple and user-friendly website, they can have a positive experience they want to enjoy again. This brings them back repeatedly. A good user experience can:
- Help you get closer to your business goals.
- Improve brand loyalty.
- Give conversions a major boost.
- Significantly reduce costs of engagement and conversion
- Help implement decisive SEO measures.
Importance of Customer Experience (CX) to an Organization
CX is essential for any organization. Customer experience is the metric that decides the likelihood of your customers completing or repeating transactions with your company. If it is positive, you can easily convince customers to buy more or engage deeply. If not, it can pull your marketing efforts back by a long haul.
An excellent customer experience can be achieved by differentiating your product or services from others. It can not only increase sales and revenue but also helps gain a distinct competitive advantage.
Studies indicate that customers can pay more for a better experience. So, make sure you build expertise in providing positive client experiences to gain enhanced loyalty and attention. You can earn new customers when you provide your existing ones with a great CX. They will refer your business to friends, post positive reviews on relevant sites, and help your business gain organic growth to build and sustain revenue. A good CX can:
- Ensure continued growth for your business.
- Boost customer satisfaction.
- Help build loyalty and personal relationships of high value.
- Capture customer feedback in real time.
User Experience vs. Customer Experience – The Real Difference
One prominent difference that can be seen clearly is that UX focuses on the end user. So, it is aimed at the person who uses the product or service. CX focuses on the customer. Customers often use the product or service but may buy it for someone else.
CX covers the various interactions at every stage of the brand and may involve using a digital product. Additionally, UX includes only interactions with product entities. Likewise, a successful CX project covers all the activities of the company. It provides the pathway for several UX projects.