THE DIFFERENCE BETWEEN BX AND CX

BX does not equal CX.

Brand experience (BX) and customer experience (CX) are terms that are sometimes used interchangeably. However this is not only incorrect, but is also a common source of confusion.

While both brand experience and customer experience are most certainly related, CX is just one function of the holistic brand experience, and marketers would be wise to treat it as such.

CX helps to improve individual transactions the customer has with the brand. It focusses on consumers only after they have become actual customers, and aims to ensure they experience the best possible service at every stage of the purchase journey, across every touchpoint. In this regard CX might be described as a customerfocused way to improve processes and service delivery, as distinct from service blueprint design which is an internally focused approach to improving those same things.

Brand experience by contrast takes a much more holistic view of the brand. It incorporates every possible interaction the consumer can have with the brand, and how this informs brand perception. This means brand experience is interested in the consumer long before they ever even become a customer.

It recognises that brand perception is influenced by brand communications and the customer experience, across both physical and digital spaces, and brought to life through brand activations at every stage of the purchase journey. As such, CX is a function of BX. It is necessary to deliver a superior brand experience, but CX alone is not enough to do so.

BRAND EXPERIENCE (BX)

CONSUMER: Brand perception is determined by all consumers, not just customers, across all communication and service touchpoints.

DESIGN: Bringing the brand promise to life creatively in both brand communications and service touchpoints.

MARKETING: Attracting people to engage with your brand by making promises the consumer finds relevant over time.

ACTIVATION: The way a brand shows up can activate consumers who might not otherwise have considered the brand.

ENGAGEMENT: A strong brand experience encourages consumers to engage with the brand more frequently and drives mental availability over time.

LONG TERM: BX is a long-term strategy that evolves over time. It adapts to support the brand strategy as external trends and preferences evolve.

CUSTOMER EXPERIENCE (CX)

CUSTOMER: Existing customers determine satisfaction with the specific product or service based on the actual user experience.

TRANSACTION: Making every action the customer must undertake as easy and pain free as possible.

SERVICE: Delivering a superior experience ensures the brand keeps the promises it has made and sees customers coming back for more.

SUPPORT: After the initial activation, CX provides support for the consumer through the purchase and after-sales journeys coming back for more.

SATISFACTION: Individual transactions drive satisfaction and can be improved by seeking customer feedback after each service interaction.

IMMEDIATE: CX is immediate because it is measured in real time. It should constantly iterate to reflect the service improvements identified in customer feedback

TapCreative is an award-winning agency focused on brand experience strategy and design, creating experiences that transform brand impact.