How UX Shapes Customer Experience

Customer Experience (CX) encompasses the entire interaction between your customer and your company, while the User Experience (UX) focuses specifically on your users' digital experience. UX and CX are considered two distinct fields, but the UX plays a strong role in shaping the customer experience, especially for digital-heavy brands. Understanding the relationship between UX and CX and how to optimize the digital experience helps contribute to improving your brand's CX.

The User Experience

Many customers interact with your company through digital touch points long before direct contact. Google found the typical B2B buyer doesn't talk to anyone until he's 57 percent through the purchase decision process. Your website, mobile applications and other digital experiences make up the complete UX. Usability, accessibility, and enjoyment are three key ways UX adds to the customer experience. If a customer quickly finds the information she's looking for, easily navigates around the website and enjoys the process, the UX contributes to a positive brand experience. Forrester predicts the emotional component of UX, such as feeling good after a digital experience, will be an important UX trend. For companies relying heavily on the digital experience, optimizing the UX is a critical part of moving from a good CX to a great CX.

Improve the CX Through Digital Optimization

Over 78 percent of companies told eConsultancy they're committed to giving users the best online experience possible, but only 55 percent actually perform UX testing. Gathering user feedback and performance data are two major components for fine tuning the UX, and in turn improving the CX. Sharing economy companies, such as Lyft and Airbnb, are well known for shaping the user experience around customer feedback. Forbes reports these sharing economy companies combine data and direct feedback when making CX changes.

Critical UX metrics to examine when optimizing the digital experience include how many clicks it takes to access information, the app or website loading time, what site elements the user interacts with and whether the site displays properly. The last data point is particularly relevant for improving your mobile UX, as Experience Dynamics found that 52 percent of customers encountering a poor mobile experience felt less interested in engaging further with a company.

On the user feedback front, customer surveys, interactions with customer support and social media engagement provide several ways to discover other critical user data points. Some areas to focus on with user feedback include how the customer felt about the entire experience, whether the customer encountered difficulty in using your website or app, features and changes they would like to see and whether they would recommend your brand to friends and family.

Use this data to tweak areas of your UX, such as adding better accessibility and mobile optimization, or incorporating a highly sought-after feature. The UX isn't the entire customer experience, but for many brands it does make up a significant portion of customer interaction. A good UX starts your interaction out on the right foot with your customer, which contributes to a better overall CX.

UX and CX go hand in hand, and you can't have a good CX if you're bogged down with a problematic UX. Take a lesson from the sharing economy and examine your analytics and user feedback for digital optimization.

Sources:

  • http://blogs.forrester.com/leah_buley/15-04-24-whats_in_a_name_between_cx_and_ux_a_lot
  • http://www.digitalgov.gov/2014/07/07/user-experience-ux-vs-customer-experience-cx-whats-the-dif/
  • https://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html
  • http://uxmag.com/articles/the-top-ux-predictions-for-2015
  • https://econsultancy.com/reports/user-experience-survey-report
  • http://www.forbes.com/sites/deniselyohn/2015/03/04/what-you-can-learn-about-customer-experience-from-sharing-economy-companies/
  • https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic

 

Michael Buenaventura

November 03, 2015