CX vs XD: What Does CX Even Mean Anymore?

With deference and respect to our colleagues who operate in the customer service space, you seem to have co-opted the term CX to the exclusion of all the other valuable activities this idea should carry.

For some, CX is synonymous with customer service. For others, it's about digital interactions. But here's the harsh reality: these narrow views are not only outdated—they’re fundamentally flawed. CX is the lifeblood of modern business, and we need to embrace a broader, more holistic approach if we truly want to connect with our customers on a meaningful level.

What Once Was

Once upon a time, CX was simple. It was about ensuring customers left happy and returned for more, driven by personal interactions like a friendly smile and a firm handshake. Think of the corner store owner who knew your name and your favorite products. But as businesses expanded and technology advanced,?the landscape of CX transformed.

Today, digital touchpoints such as websites, mobile apps, and social media dominate our interactions with customers. This shift has led many to equate CX with these digital interactions, overlooking the rich tapestry of experiences that make up the customer journey. Meanwhile, concepts like Employee Experience (EX), User Experience (UX/UI), and Behavioral Design have emerged, further fragmenting our understanding of CX.

Suffering from Reduction

Here’s the frustrating part: reducing CX to customer service or digital interactions is like trying to appreciate a symphony by listening to just one instrument. It’s woefully incomplete. When businesses focus narrowly on these aspects, they miss the broader picture. CX is not just about resolving issues or facilitating transactions; it’s about crafting an engaging, seamless journey that makes customers feel valued and understood at every step.

This fragmented approach—where CX, EX, UX/UI, and other strategies operate in silos—leads to disjointed experiences. Imagine a customer who loves your website but finds your in-store service lacking. The disconnect is jarring, leaving them frustrated and undervalued. To truly excel, we need to adopt a holistic view of CX.

CX is an End-to-End Journey

CX should be seen as an end-to-end journey, encompassing every interaction a customer has with a brand—from the first ad they see to the follow-up email after a purchase. Each touchpoint, whether it’s an online chat, a store visit, or a social media interaction, contributes to the overall experience.

Picture planning a vacation. The excitement begins with browsing destinations online, continues with booking flights and hotels, and culminates in the trip itself. Each phase of the journey influences your overall satisfaction. Similarly, every phase of the customer journey impacts their perception of your brand. By focusing on the entire journey, businesses can create more cohesive and memorable experiences.

CX is More than You (Currently) Think

To redefine CX, we’re going to have to integrate related disciplines:

• Employee Experience (EX):?Happy employees create happy customers. It’s that simple. When employees feel valued and engaged, they’re more likely to deliver exceptional service. Investing in EX ensures that your team is motivated and equipped to provide the best possible experience. This can involve offering professional development opportunities, creating a positive workplace culture, and ensuring employees have the tools they need to succeed.

• User Experience (UX/UI):?In today’s digital age, a smooth, intuitive interface is crucial. A well-designed website or app enhances the customer experience, making it easy for them to find what they need and complete their journey with minimal friction. UX/UI focuses on the usability and aesthetics of digital touchpoints, ensuring that customers can navigate and interact with your brand effortlessly. This includes everything from website design to mobile app interfaces and even in-store digital kiosks.

• Behavioral Design:?Understanding the psychology behind customer behavior allows businesses to create more engaging and effective experiences. By designing interactions that align with natural human tendencies, companies can guide customers toward desired actions in an ethical and impactful way. This can involve using principles like social proof, scarcity, and personalization to enhance engagement and drive conversions.

• Customer Service:?While CX is more than just customer service, it remains a crucial component. Excellent customer service can turn a negative experience into a positive one and create loyal customers. This involves training customer service representatives to be empathetic, responsive, and knowledgeable. It also means equipping them with the right tools and information to resolve issues quickly and effectively.

• Product Design:?The design and functionality of a product play a significant role in the customer experience. A well-designed product that meets or exceeds customer expectations can drive satisfaction and loyalty. Product design should consider user needs, preferences, and pain points, ensuring that the product is not only functional but also enjoyable to use. This involves iterative testing and refinement based on customer feedback.

• Experience Architecture:?Experience Architecture involves strategically planning and designing the overall customer journey to ensure a cohesive and enjoyable experience. This discipline focuses on mapping out every touchpoint and interaction, both online and offline, to create a seamless flow. Experience Architects work to eliminate friction points and ensure that all elements of the experience align with the brand’s values and goals. This can include everything from the layout of a physical store to the structure of a customer loyalty program.

Maybe It’s In the Language

I’m advocating for a broader term that more accurately reflects the ideas and purpose of these experience disciplines.?Experience Design (XD)?is the comprehensive approach that unifies these disciplines, ensuring that every aspect of the customer journey is cohesive and engaging. It’s not a new concept, but it’s one that many businesses fail to fully embrace. Think of it as orchestrating a symphony, where every instrument plays in harmony to create a beautiful piece of music.

The idea of “Customer Experience” is in the process of losing it’s real meaning and if that happens, it’s a slippery slope to irrelevance. Maybe we just need to go back to the original definitions???Maybe the ideas contained within “Experience Design” can do that??

I’d love your thoughts and opinions and welcome some healthy debating (keyword: healthy) on this.?If you’re a CX practitioner, or EX or UX / UI or any of the related disciplines, your perspective is invaluable and I want to hear from you.