The Difference Between Customer Experience and User Experience
Let’s suppose you’ve been tasked to order some champagne (champopo) for an all-white party. Since that’s today, you have no time on your hands.?
So you pull out your phone and decide to order the champagne online from a reliable supplier.
You use a search engine to find someone that can deliver it fast.
You come across an e-commerce site that is easy to navigate. You are able to get to the champagne in no time. The delivery time from where you are located is an hour. You add some selections to your cart and make the payment.
An hour passes by, and there is no sign of delivery in sight.
An hour thirty minutes.
Two hours.
You decide to call the customer service line.
No one answers.
Ten minutes later, someone answers your call. You’re about to give them a piece of your mind but just then, your order arrives. So you hang up and go to the door.
The delivery man asks you to fill out a form.
While you’re at it, you discover that the number of boxes in the form is less than what you ordered online.?
Not the best of experiences right?
The website was smooth.?
That’s user experience (UX).
The overall experience was horrible.
That’s customer experience (CX).
UX is usability.
CX considers all the touchpoints in the customer journey.
The single most important success factor for digital marketers now and in the future will be understanding how customers buy.?
“Digital Psychology” is not the future of marketing. It’s where marketing is right now.