The world already knows a big deal about user experience (UX). There are UX designers, writers, and researchers, and brands (okay, good brands) willingly hire them to enhance digital platforms and communicate with customers more efficiently. Customer experience (CX) isn’t something on the ear. But we can prove you need it in 7 brief cards.

User, customer — what’s the difference? Aren’t UX and CX basically just the same things?

CX refers to a broader concept, that encapsulates all brand interactions, including the experience of digital channels, i.e. user experience. So, technically, UX is part of CX.

UX refers to the experience of using a digital product; for example, an app, marketing campaign, web tool, or service. It can be applied anywhere a user meets a system. User experience is directly affected by visual design and aesthetics. UX designers work to ensure using products is intuitive, practical, and enjoyable. 

CX refers to the experience of interacting with the company. It includes all the channels and parts of the business that customers get to see — the lighting in a restaurant, well-educated and helpful staff, good packaging — every contact that eventually contributes to the impression and feeling about the brand.

So, customer experience is just about merchandising and communication with salesmen? It is about offline experience, isn't it?

Customer experience is a parent category that includes user experience. CX is multichannel, and UX is focused on interactions with digital channels of the business. Historically, CX was available only to large businesses and was mostly associated with customer service and support teams. In contrast, UX was seen as a much more affordable and common practice in the new era of online applications. However, time has passed. Modern CX design entails the optimization of the experience of all online (website, apps, social media) and offline (phone, physical stores) brand channels, as well as customer success and support service.

Does my business need CX if I have good UX?

Today CX design is seen as a necessity for any company striving to compete effectively. In fact, most of the marketers today believe in competing mostly or completely on the basis of customer experience. 

By the way, do I have good UX? How do I measure it?

  • Conversion Rates (CR): It’s the percentage of users taking a desired action. For example, 1000 people opened your email, and 100 of them clicked on a button and went to the website. This makes a 10% CR. A high CR is typically a sign of good UX: it means the email was well-structured, the button was in the right place, and the text was understandable
  • Time on Task: It shows the amount of time it takes for a user to complete a specific task, for example, make a payment. A shorter time on task is typically a sign of positive UX (and CX!). It means users easily find what they need on a page, have clear instructions, and don’t get distracted. 
  • Error Rate: It measures the percentage of errors encountered by users while interacting with a product or service. A lower error rate is typically a sign of positive UX and CX.
📘
According to a survey by the User Experience Professionals Association (UXPA), the most commonly used metrics for UX evaluation are task completion rates (86%), time on task (77%), and error rates (62%).

Sounds solid! And what about the measurement of CX? Can I drive some data to find out whether it is helpful?

Most of the companies use customer satisfaction scores to measure the effectiveness of their CX programs. It might include following metrics:

  • Net Promoter Score (NPS): It shows whether it is likely that a customer would recommend a brand, product, or service to others.
  • Customer Satisfaction Score (CSAT): It measures how much a customer is satisfied with a specific interaction with a brand, product, or service. Customers are typically asked to rate their satisfaction on a scale of 1 to 5.
  • Customer Effort Score (CES): It measures how easy it is to complete a specific task. Customers are typically asked to rate their effort on a scale of 1 to 5, with 5 being the easiest.
  • Conversion Rates: Well, you already know about it.

Still, the most important business metrics remains the retention rate. Studies show that companies that invest in CX design tend to have more loyal customers. Their retention rate is 15% higher compared to those who don't! 

What are the examples of good CX?

Think about the brands you like. Have you ever had the thought “I am ready to pay more, but I want exactly this experience”? Apple, BMW, Qatar Airways. But also your favorite coffee shop with an energetic playlist and a streaming app that just doesn't lag. That’s it.

Will it really help to grow my business?

CX and UX are important for all industries and sizes of the businesses. Whether in healthcare or finance, companies that focus on creating great experiences for their customers tend to be more successful than those that don't. There are numerous studies to prove that lovable customer experience, online and offline, boosts business revenue through increased retention, average check, and word-of-mouth. CX designers get businesses to enjoy a higher revenue growth rate, with a 5x increase in revenue growth compared to those who don't care.

But it goes beyond bigger revenues: by investing in CX and UX, you can win long-term and create a business that stands out from the competition. Because it’s all about relationships with people — maybe the most valuable thing nowadays.

The link has been copied!