Keeping track of tech terminology is challenging. Many terms connect with one another and have a similar look or sound. User experience (UX) and customer experience (CX) fall in that category. And, while UX and CX are related, they represent incredibly different things.
What is UX?
UX typically refers to the mechanisms through which a user interacts with a digital product. This can include the visual design or a website or app, as well as overall usability. Even the underlying architecture can be part of UX, along with content strategies.
The goal of UX design is usually to optimize interfaces and make various interactions or pathways through which information is accessed as intuitive as possible. For example, improving the navigation methods for a site would be UX.
UX can usually be evaluated through concrete metrics as well. Some key ones include the time needed to complete a task, clicks to completion, error rate, success rate, and abandonment rate.
When UX designers adjust existing processes, they have to consider the impact across the entire site or app. Shifting the location of features or adding new ones alters the overall flow, and that has to be taken into consideration.
What is CX?
CX is a bit broader than UX. In fact, UX is often considered a component of CX, as CX includes every interaction a person may have with a brand, not just with a website or app.
While UX can include how customers feel about an interface, CX also involved other areas. For example, brand reputation, marketing efforts, product delivery methods, customer service experience, and other factors influence CX.
UX tends to focus more on the functional experience, while CX can also involve the emotional experience. How a customer perceives a brand, interaction, or product or service influences overall CX. Similarly, whether a customer’s expectations align with reality is a CX concern.
When it comes to measuring CX, companies use different metrics than they do for UX. Overall experience ratings, the likelihood that a customer will recommend a product, service, or brand, and how likely a user is to keep using a product or service are CX-related metrics.
Is UX or CX More Important?
CX can be more complicated than UX. How a customer feels isn’t always easy to gauge, let alone control. A user’s perception doesn’t always reflect reality, at times because emotional influences alter how they view an experience. What one customer finds engaging or enjoyable might not be true for another.
However, that doesn’t mean CX is more important. UX and CX are adjoining concepts; they both involve creating optimal experiences for users or customers.
When it comes to CX, the objective is to make experiences pleasant and positive. It’s about finding approaches that leave the customer with a good feeling about all of their interactions with a company. This includes direct contact with representatives, experiences on apps or websites (UX), viewing marketing materials, and any other active or passive interaction.
With UX, the aim is to offer efficient processes for completing the desired task. It’s about ease, speed, and simplicity. A UX failure can lead to a CX failure. As a result, UX can’t be neglected.
But ignoring overall CX and focusing solely on UX won’t work either. Both are critical if you want your company to excel, so you need to give each one the attention they require. That way, you can set yourself apart from the competition and keep your users and customers satisfied.