Why good UX is not enough(Creating the Perfect Experience)

In the recent past, I have observed that it is about not only the user but more about end customer. The UX Designer should go that extra-mile to ensure the completeness and tweak the questionnaire; rather extend the same to include Customer Experience. In today’s world, each product/solution/offering ultimately has to keep the customer satisfied. It does not matter if your product is B2C, B2B, an App, or even an internal application. Unless it is going to be consumed by robots (future) then the thought process will be completely different . In our day-to-day life, there are multiple examples where we see that a very good User Experience may not help to get the required response and we wonder why. Therefore, a very deep thought needs to be given on WHY there is customer attrition. The solution usually fails since most of the designers, architects are Engineers, and the focus is only on engineering or product, etc. 

The difference between UX and CX

There’s a question I often ask myself “Is it UX or CX?” Is there really any difference?

The answer became clear to me after my Family and I returned from our vacation travels recently. While the trip was great, if anything could go wrong, it usually did. From grounded flights to missing bags, to phantom hotel bookings, we had it all.

And in each situation, what made the experience agonizing or amusing, was how the customer experience and user experience worked together—or didn’t.

As CX continues to pick up steam, organizations are faced with the challenge of figuring out how the discipline fits into its existing strategy, especially with UX. While there are similarities in the objectives and audiences for both disciplines, they also have unique purposes.

Yet that doesn’t mean the two shouldn’t work together. In this post I’ll share just a few real-life examples from my trip to illustrate the difference between the user experience, the customer experience, and how they can (or should) work together.

My travel adventures are a great way to illustrate how UX and CX work together and how they’re different. While one aspect of my experience was enjoyable and helpful (using the app and website), everything else wasn’t so great.

This can work in reverse, too. My overall opinion of United might be just as damaged if the app and website failed to get me the information I needed, or was difficult to use—even if the rest of my trip went perfectly smooth.

One way to help identify the differences between the two disciplines is with the professionals that practice them.

UX professional

UX professionals are focused on making a product easy and enjoyable to use. They want users to be able to achieve or complete a desired goal or task, and feel great about the experience. The products they work on can range from websites, apps, and even non-digital formats like physical forms or marketing materials.

CX professional

CX professionals are responsible for the experience a customer has across every touchpoint with their brand. This includes interactions via phone, in person, and anything digital as well. The customer experience includes UX. These professionals are focused on making sure the entire experience is positive and enjoyable. They ensure the needs and goals of the business are aligned with what real customers want and need.

Customer Experience is an umbrella encompassing User Experience and you cannot achieve the success unless both CX and UX are aligned together.

Integrating UX and CX

Currently many companies seem to think they should remain separate. According to Forrester Research, many companies see the value of both UX and CX, but they keep the disciplines separate. In a 2014 survey, they found that 38% of companies had specific teams to handle UX and CX, but they were separate. The UX teams tended to be aligned with the technology side of the business, and CX with marketing. Only 13% of companies surveyed combined the UX and CX efforts under the same umbrella. But is that the best strategy for modern companies?

As mobile continues to become the platform of choice for consumers, businesses are increasingly focused on creating a seamless omnichannel customer experience. That means the service offered through traditional channels like call centers and brick-and-mortar customer service, need to be just as effective and enjoyable as a sleek, new app or site—and vice versa.

Ignore the UX of your app or site, and risk losing 90% of your users—and potential customers. And if your customer service is lacking in any way, you can expect around 68% of your customers switching to a competitor with better service.

Conclusion

Are UX and CX different? Absolutely. Should they be considered completely separate and exclusive disciplines? Not if you want to win the loyalty of your users and customers.

I started out with a great user experience with United, but customer service threatened to end my relationship with them completely. The two are inextricably linked, and neither will fully succeed without the other.

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