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June 2024

CX vs UX. Any difference?

June 2024

CX vs UX. Any difference?

In this article

UX & CX Definition

UX&CX comparing

Why are there two terms? What is the reason for separation?

What is the difference in terms of applicable research?

UX Definition

UX (User Experience) for digital products focuses on optimizing the usability, efficiency, and satisfaction of users when interacting with a specific interface or system. 

One of the important aspects of UX design is accessibility, ensuring that digital products are inclusive. This involves adhering to web accessibility standards and guidelines, as well as considering diverse user needs such as visual impairments, motor disabilities, and cognitive limitations. 

CX Definition

CX (Customer Experience) for digital products encompasses the broader perception and interaction a customer has with a company across all touchpoints, aiming to create seamless, consistent, and emotionally resonant experiences throughout the customer journey. CX is about the customer's perception of a company based on their cumulative experiences across various channels, including but not limited to digital, customer service interactions, marketing communications, and product usage. 

By focusing on understanding and meeting customer needs, organizations can build stronger relationships, drive loyalty and advocacy, and differentiate themselves in competitive markets. 

UX&CX comparing

So let's go look deeper.

UX (User Experience)

Scope: Focuses specifically on a user's interaction and experience with a product or service.

Target audience: Centered on the end-user of a product.

Goals: Optimize the usability and efficiency of a product.

Metrics: Product usage, feature engagement, and conversion rates.

CX (Customer Experience)

Scope: Encompasses the entire customer journey and all touchpoints with a company, including marketing, sales, support, and the product itself.

Target audience: Considers the broader customer base, which may include people who purchase or influence the purchase but don't directly use the product.

Goals: Aims to foster overall customer satisfaction, loyalty, and advocacy across all interactions with a company.

Metrics: Customer lifetime value, NPS, CSAT, CES satisfaction ratings, and churn rates.

Is UX part of CX?

Yes. Seamless and enjoyable UX within a digital product is integral to creating a positive overall CX. 

Why are there two terms? What is the reason for separation?

Initially, "UX" aimed to encapsulate all interactions users had with an organization. However, its conception occurred during a period when computers dominated digital interactions, leading some to narrow its meaning. Consequently, UX became associated with singular interactions rather than the holistic relationship between customers and companies. To transcend this constrained viewpoint, certain teams adopted a fresh term - CX. 

What is the difference in terms of applicable research?

UX examples

  • Conducting usability tests on a website or app to identify challenges users face when trying to use the product.

  • Redesigning a product landing page's visual layout based on heatmap data and usability studies.

  • Improving the information architecture of a user interface to make it easier for users to navigate.

  • Gathering user feedback to generate ideas on how to make an app more engaging and enjoyable to use. 

  • and more..

CX examples

  • Surveying customers to understand their overall perception of the company. 

  • Analyzing support tickets to identify and address recurring customer issues. 

  • Mapping out the entire customer journey across multiple touchpoints and channels. 

  • Studying customer churn rates to develop strategies for better customer retention. 

  • Using market research and voice-of-customer data to deep understand customer emotions, expectations, and drivers. 

  • and more..

Instead of a conclusion: when should I conduct CX research and when UX research?

When to Conduct UX Research

Iterative design cycles: Continuously test new features, design changes with users throughout the product development lifecycle to refine the UX.

When clarity is low and risk is high: If there is uncertainty around a product's usability or if a poor UX could lead to significant costs/failures, prioritize UX research.

Early product development stages: understand user needs, goals, mental models before designing a new product.

Facing issues in conversion rates across any step in the product: (un)moderated testing, usability benchmarking.

When to Conduct CX Research

Reducing customer churn: Analyze why customers are leaving and develop strategies to improve retention through a better overall experience.

Driving customer loyalty and advocacy: Understand the drivers of positive customer emotions and what creates brand promoters.

Understanding overall customer perception: Survey customers to gauge their sentiment, satisfaction and perception of your brand's customer experience.

Looking for new growth point or internal optimization: Study all interactions customers have with your company (website, app, sales, support etc.) to identify pain points and areas for improvement. -

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