Customer Experience ≠ User Experience
The buzzword lexicon in our industry is extensive. We regularly find that a large number of the terms frequently used have very different connotations and are not infrequently misinterpreted.
One of these terms is customer experience (CX). Sounds similar to User Experience (UX), but means something completely different. Only the methods that lead to good results in both CX and UX are similar.
Where are the differences?
While user experience is about interaction with a specific application, app, or website, customer experience refers holistically to all contacts that a customer has with a brand or product.
This includes customer service, advertising, the sales process, brand reputation, price fairness, product delivery, and even the user experience at the product level.
The underlying concept of customer experience is therefore concerned with the question: How does my customer feel about the product, the brand and everything that goes with it?
Since the context in which CX plays a role is very extensive, one might think that UX is a component of CX. However, one should try to view the topics separately from each other. This is because, while there is interaction, there is no direct dependency.
For example, it may be that a product is intuitive to use and impresses with its simplicity, but the brand behind it has a poor reputation. Likewise, it may be that a brand that is very popular overall publishes a product that is difficult to use or has errors.
However, it is undisputed that the claim of excellent CX as well as UX is an optimal basis for successful brands and products.
We are happy to support our clients in determining the needs of their user community and in developing successful solutions. In CX, all business units (marketing, brand management, business development, product development, pricing, customer relation management) that have an impact on the customer lifecycle experience must be involved in the experience process.