A Simple Introduction to User Experience (UX) & Customer Experience (CX)
The term User Experience (UX) and Customer Experience (CX) have been around and actively used in the marketing industry for years now and yet many still do not understand the relationship between them. Not even trained designers who may have completed a full fletched graphic design diploma.
Are they the same? Are they completely different?
While they are somewhat similar, UX and CX cannot be used interchangeably. In fact, they are mutually dependent and every element of user experience contributes towards creating a better customer experience. In simple terms, good UX is a part of a good CX.
Good UX + Bad CX
What happen you have a good UX design but can’t avoid the CX from being bad?
Let’s just imagine you wish to get a new pair of headsets. You are on their website and there are thousands of choices for you to choose from.
Luckily, they have a search engine to help filter out the searches easily. With that, you selected the option of red-colored, compatible with your electronic device and within seconds, there you have the perfect headsets you have been looking for! And that is a good UX.
However, days later, when you received the item, you found out that one side of the headset is not working. You called to check if there was an option for exchange or refund but you were harshly slammed on the phone by the customer service personnel.
Your inquiry was thrown back and forth and finally, when you get an answer, it was to return it to the nearest post office and wait for the new pair to arrive, for which they gave an estimated arrival time of 2 weeks.
And that is, undeniably, a bad CX.
Although the purchasing journey on the website was great, the customer service gave a big turn-off and ultimately, affecting the brand image you have of them.
On the other hand, a combination of a bad UX with a good CX will interestingly still result in a good brand experience.
Now, let’s go back to the stage where you have bought the headsets you have always wanted, but from another brand.
However, when you start to use the item, you find that the interface is confusing and you can’t seem to connect it to your device to use it. You tried reading through the user manual but to no avail. This is a bad UX.
Fortunately, they have a helpline platform. You quickly called them and a friendly customer service personnel answers. You explain the situation you are facing and patiently, step-by-step, he explained how to connect and use the headset. Now, you are clear of everything and in addition, they gave you a voucher for your trouble for the next purchase. You put down the phone with a smile and that turns out to be a wonderful customer experience (CX).
This time, although the user experience wasn’t that optimal, the overall customer experience saved it all!
Nonetheless, a successful business will only create a lasting and efficient relationship if both the CX and UX work with each other. So how can you do that?
Apart from taking a UX design course, here are 2 ways you can quickly make your UX and CX work together in the meantime:
- Be Present At All Touch Points
Whether your communication platform is by phone, email or social media, make the channel accessible for your customers. The last thing you wish for your customer is to leave your website with a bad brand impression. Therefore, be present at all touchpoints of your customer transformation journey!
And by all touchpoints, it actually means from the start when a customer comes across your brand through maybe digital marketing until the very end. Aside from just being there when they use your product, be there for the bigger picture of the entire customer journey.
Be actively engaged in the groundwork; Looking for your user pain point, Understanding their problem and then, Solving it effectively!
You have to be quick to respond and instead of the automated message ‘Hold on a moment while we get our staff to help you…’, be the business that picks up the phone readily and say ‘ Hello, how may I help you today?’
In fact, being present at all touchpoints does more than just make your customers feel satisfied. It makes feedback, which can be valuable to your customer service & sales team, easier for them too.
We have seen comments and complaints all over social media today, and honestly, it does nothing but hampers the brand reputation. Have a clear helpline of where your customers can connect and communicate with you and always be with them, through the good and the bad times!
2. Personalise Your Content
If good content is a cup of delicious sundae, then personalised content is the cherry on top! Who doesn’t like reading content that fits their interest? Personalisation has become one of the key differentiator when it comes to UX, CX and essentially, marketing.
According to a popular research, companies that have ‘fully invested in all types of personalisation’ by 2018 have performed better than companies that have not by 20 per cent.
Amazon, one of the biggest e-commerce brands, is the one sturdy proof that personalisation is essential. Amazon has a ‘recommended for you’ section on their website that shows related products based on your purchase history and more than just that, even their EDM is tailored specifically to you!
The market is competitive and your customer’s buying power is high. Today’s customer has a wide variety of options, hence, they like to feel valued, and tend to have lesser leeway when brands don’t get it right. Engage with your customers on an individual level by personalising your content to their needs and wants.
Add a personal touch by delivering what your customer wants to see or hear so that all they get is a wholesome experience with your brand that they can’t find elsewhere. Personalisation may seem like a lot of work and the truth is, it is! But it is worth the investment. Personalisation sets you apart and eventually increases brand loyalty and trust. With it, you will develop a lasting and deeper customer-buyer relationship that will see a positive impact on your retention and sales rates!
While UX and CX may have different purposes, both encompasses the experience a customer has with your brand. Therefore, make your UX and CX work together and provide a good experience for your customer!
