You’ve probably heard the terms user experience (UX) and customer experience (CX) within the contexts of design, technology and business. Both are really valuable for linking digital and human experiences together. In this article, we explain the difference between UX and CX, and how they can be an asset when planning your next project.
UX and CX design co-exist
UX is the field of expertise that analyses the computer and human interaction of a digital product, such as an app or website. UX is limited to a digital product, and examines its functionality down to all the different parts, from design to microcopy.
CX is the field of expertise that analyses the human interaction with all touchpoints of a brand. As an example, this may look like going to a physical store, getting a phone call from a company’s customer service rep, receiving a bill in your inbox, or using an app. The quality of CX is best measured as an overall experience with the brand, switching between the physical and digital space.
UX and CX both have the same goals which is to make life as easy as possible for the user. They work in tandem and one usually influences the other. UX makes the technological interactions seamless for customers, while CX influences the quality of the entire customer journey.
Where good UX prevails
When we think of an app and its user interface (or UI), we’re often talking about a bunch of UX principles that have enhanced the design. But UX is so much more than this.
For airlines and airport experiences, good UX can take some of the stress away from booking flights. This may involve the ease of an online check in experience where you’re able to book online, check in your bags in advance, and use your phone as a boarding ticket when you get to the airport.
Where good CX prevails
When CX takes care of all the customer touchpoints of a brand, it’s light years ahead. Imagine you’ve signed up with Optus on the NBN and you want to get an internet plan, but you also want to explore different options for a new mobile plan. Generally, an assigned Optus customer rep will give you a call and help you decide what options are best for you. From creating an online account through to billing plans and reminders (including contract renewals) the entire customer journey has been mapped for you to provide a positive customer experience.
Connection is key
UX and CX share a common understanding of the customer’s needs. They both help to bridge the gap between a collective response to problem solving by keeping the focus on customers.
Companies aren’t working in silos anymore. From automation tools like content management systems to sharing ideas and working across the design space, digital service teams are more connected than ever. They’re paving the way to excellent customer experiences by adopting new design principles and thinking as a problem-solving methodology to create workable solutions. Avion Communications specialises in content strategy that can bring UX and CX to life. We can also give your web copy the refresh it may need. Get in contact with us today!
