We tend to survive in a world where incongruity leads to chaos & bafflement. It’s not just limited to relationships and meta-urbanism sniffing a cue at diabolical politics. The customer centric industry is also a part of the vicious circle.
Speak of Customer and User Experience; it’s seemingly unclear and quite often a subject of extended discussion when one places them under the same microscope. Here’s a look at what makes User Experience (UX) a different entity when compared to Customer Experience (CX).
Getting the basics right
A study conducted by Forrester suggests how CX is the dominating factor to make or break a business. According to the findings, customers are willing to pay at least 4.5 times more if the CX is a good one. Moreover, any organization that lay maximum focus in bettering CX is likely to prosper five times more than others in the same line of business.
Notwithstanding the fact that a majority of product design is targeted to directly influence UX, it is also utmost important that one takes into consideration the CX part as well. You see, CX is that one single thing that is integral to every part of the customer journey–comparison of similar products, shifting choices, user opinions and everything else that is there.
The confusion arises between CX and UX being looked at from the same perspective. At times, they appear to be synonymous to many product designers, which in the long run is never a good idea.
Before we delve a little deep, it’s worthwhile to start from the very beginning. The very term User Experience came into being in late 90s coined by Don Norman, heading the product designing team at Apple. In his words,“UX is all aspects of the end user’s interaction with the company, its services, and its products”.
Comparatively, CX is somewhat of a new entrant. Although, the ideology goes back to more than twelve years, CX only managed to come to the forefront in the last few years. According to Forrester, CX is “How Customers Perceive Their Interactions With A Company” which by all means hits a broader scope of things. In other words, CX is a large umbrella that encompasses several channels and products of the same brand and how the users carry their own feelings.
Differentiating UX and CX– Separate, not mutually exclusive
Despite such broad differences, there are some striking similarities between UX & CX, as both keep people at the centre of the research to ensure improved experience and drive value. Also, when one considers an omnichannel scenario, where seamless experiences rule the roost of the play, both CX and UX reside as two facets of one single discipline as Intelligence and Internet of Things are evolving each day across all fronts of customer service.
Take Lowes Innovation Labs for instance when they depicted how to perform a Do-It-Yourself (DIY) by using HoloLens– a holographic headset. The procedure accounted for at least 36 per cent more efficient than just watching a traditional instructional video, where the latter falls under the ambit of CX. Hololens being a gadget, on the other hand, qualifies to be counted under UX only.
Success-A smart culmination of CX & UX
With technology blending into our everyday lives, technology has evolved for measuring UX and is being used widely.
As CX is starting to take the main stream, technology is evolving now to help companies audit and measure CX in the right way which can pave way to a better customer loyalty, satisfaction leading to higher ROI.
Transmon is a Quality Monitoring platform built to measure CX. It not only audits the typical voice calls (which most of the tools do and call themselves as CX measurement tools) but also helps you audit on different channels of interaction like chat, emails and social interactions.
Every organization striving for success should call for a collaboration of efforts to test all customer interaction points for any existing friction and carefully optimise the same to stay ahead in the game.