{"id":14749,"date":"2022-09-19T02:50:23","date_gmt":"2022-09-19T09:50:23","guid":{"rendered":"https:\/\/www.springboard.com\/?p=14749"},"modified":"2023-08-22T09:55:01","modified_gmt":"2023-08-22T16:55:01","slug":"cx-vs-ux","status":"publish","type":"post","link":"https:\/\/www.springboard.com\/blog\/design\/cx-vs-ux\/","title":{"rendered":"CX vs. UX: What\u2019s the Difference? [Subject & Job Guide]"},"content":{"rendered":"\n

It\u2019s easy to see why so many people confuse the terms customer experience (CX) and user experience (UX). These terms describe seemingly identical roles, and both roles are concerned with the experience of buying or and using a product or service.<\/p>\n\n\n\n

But in actuality, these two terms denote very different roles. Confused? You aren\u2019t alone. That\u2019s why we\u2019ve created this guide. To help clear things up, we\u2019ve compiled a guide on the definitions, processes, and professions tied to the terms UX and CX.<\/p>\n\n\n\n

Is There a Difference Between User Experience (UX) and Customer Experience (CX)?<\/h2>\n\n\n\n
\"cx
Source: Medium<\/a><\/figcaption><\/figure>\n\n\n\n

Yes. User experience <\/a>(UX) is concerned with how a user interacts with a digital product. Customer experience (CX), on the other hand, is concerned with a customer\u2019s experience of the brand writ large. <\/p>\n\n\n\n

Definition<\/h2>\n\n\n\n

To begin, let\u2019s take a closer look at the definitions of each term. <\/p>\n\n\n\n

What Is User Experience (UX)?<\/h3>\n\n\n\n
\"cx
Source: Impatient Designer<\/a><\/figcaption><\/figure>\n\n\n\n

According to the man who coined the term in 1994, user experience was first used to describe the entirety of a user\u2019s experience with a product, from start to finish. However, as the tech industry has evolved, the usage of UX has narrowed, and now often refers to the usability of a product.<\/p>\n\n\n\n

The term has a close connection to UI (user interface)<\/a>, and is most commonly used with software and other products with a digital interface.<\/p>\n\n\n\n

What Is Customer Experience (CX)?<\/h3>\n\n\n\n
\"cx
Source: Julia Ahlfeldt<\/a><\/figcaption><\/figure>\n\n\n\n

First appearing just one year after UX in an essay by Lou Carbone, customer experience is a term that encompasses all elements of a consumer\u2019s experience with a retail company.<\/p>\n\n\n\n

From initial advertisements and the buying process to delivery and customer support, there are many components other than the product itself that make up the customer experience.<\/p>\n\n\n\n

Goals<\/h2>\n\n\n\n

Another way to understand the difference between UX and CX is to study the goals they work towards.<\/p>\n\n\n\n

UX Goals<\/h3>\n\n\n\n
\"cx
Source: Interaction Design Foundation<\/a><\/figcaption><\/figure>\n\n\n\n

For a UX designer<\/a>, many of their goals and responsibilities revolve around the usability of the product. Some of those goals include:<\/p>\n\n\n\n

Creating a Seamless, Intuitive, and Smooth User Experience<\/h4>\n\n\n\n

Digital interfaces and software products are used by many people who don\u2019t know how they are made. To create a good UX, designers need to develop a product that can be used easily and intuitively by any kind of person.<\/p>\n\n\n\n

Understanding a User\u2019s Needs and Expectations<\/h4>\n\n\n\n

The creator’s intentions for a product and the user\u2019s needs and expectations of it are not always in agreement. Through research and testing, designers aim to understand what the user wants and meet their needs through the UI and UX<\/a>.<\/p>\n\n\n\n

\n
\"YouTube
<\/path><\/path><\/svg><\/div>

Reducing User Effort<\/h4>\n\n\n\n

In UI design, the concept of KISS (keep it stupid simple) highlights the need for simple interfaces. In the consumer industry, it\u2019s important to minimize the time and effort your product costs a customer in order to keep them satisfied and willing to use your products again.<\/p>\n\n\n\n

Accessibility<\/h4>\n\n\n\n

Making a product accessible to as many groups of people as possible widens the potential target audience.<\/p>\n\n\n\n

Allowing the User To Be in Control<\/h4>\n\n\n\n

A goal of UX is to help the user feel in control, rather than being shut down by error messages and unintuitive menus and interactions.<\/p>\n\n\n\n

User Satisfaction<\/h4>\n\n\n\n

The primary aim is to satisfy the customer with a quick, easy, and fun-to-use product. <\/p>\n\n\n

Get To Know Other\tDesign Students<\/h4>
\"Janessa<\/a>

Janessa Poole<\/p>

Content Designer at Reforge<\/p><\/div>

<\/div>

Read Story<\/a><\/p><\/div><\/div>

\"Trixy<\/a>

Trixy Woodhouse<\/p>

UX Designer at Nike<\/p><\/div>

Read Story<\/a><\/p><\/div><\/div>

\"Kelly<\/a>

Kelly Hart<\/p>

UX\/UI Designer at Perficient<\/p><\/div>

Read Story<\/a><\/p><\/div><\/div><\/div><\/div>\n\n\n\n

CX Goals<\/h3>\n\n\n\n

CX designers aim to increase overall satisfaction with the company and maximize retention. Here\u2019s what that looks like in action:<\/p>\n\n\n\n

Ensuring That Customers Have an Enjoyable Brand Interaction Across All Touchpoints and Platforms<\/h4>\n\n\n\n
\"cx
Source: UX Collective<\/a><\/figcaption><\/figure>\n\n\n\n

This involves overseeing advertising campaigns, social media campaigns, customer support, packing and delivery, user manuals and tutorials, and many other areas.<\/p>\n\n\n\n

Improving Customer Satisfaction<\/h4>\n\n\n\n
\"improving
Source: Indiamart<\/a><\/figcaption><\/figure>\n\n\n\n

A CX designer will work towards this goal by refining the areas mentioned above and making sure no part of the buying process detracts from the quality of the product.<\/p>\n\n\n\n

Increasing Customer Retention and Customer Lifetime Value<\/h4>\n\n\n\n

Once a customer is satisfied with their initial purchase, they will be more likely to buy from the company again.<\/p>\n\n\n\n

Reducing Churn<\/h4>\n\n\n\n

For products and services with memberships and subscriptions, CX departments aim to minimize cancellations.<\/p>\n\n\n\n

Boosting Customer Loyalty<\/h4>\n\n\n\n

By developing a quality customer experience, CX designers can build customer loyalty and encourage customers to choose their company again without even looking into other options.<\/p>\n\n\n\n

Process<\/h2>\n\n\n\n

The differences between UX and CX also extend to their processes.<\/p>\n\n\n\n

UX Process<\/h3>\n\n\n\n
\"UX
Source: Pinterest<\/a><\/figcaption><\/figure>\n\n\n\n

The UX design process<\/a> works closely with the product development team and UI designers. Here are the steps that designers take to make that happen:<\/p>\n\n\n\n

Empathize<\/h4>\n\n\n\n

Consider the position and thoughts of the user when faced with the product for the first time.<\/p>\n\n\n\n

Define<\/h4>\n\n\n\n

Define the needs of the user, the goals of the product, and the fundamentals of the UI design<\/a>.<\/p>\n\n\n\n

Prototype<\/h4>\n\n\n\n

Create wireframes and prototypes<\/a> that can be used and tested by colleagues and testers.<\/p>\n\n\n\n

Ideate<\/h4>\n\n\n\n

Develop and improve the usability of the product according to feedback.<\/p>\n\n\n\n

Test<\/h4>\n\n\n\n

Carry out further tests and implement improvements until the final product is formed.<\/p>\n\n\n\n

CX Process<\/h3>\n\n\n\n
\"CX
Source: Acquire<\/a><\/figcaption><\/figure>\n\n\n\n

The CX process begins earlier and involves more research into the customer base. It often goes as follows:<\/p>\n\n\n\n

Customer Research<\/h4>\n\n\n\n

Research the target audience\u2014what they want, what kinds of advertisements they are receptive to, their budget range, and more. etc.<\/p>\n\n\n\n

Develop Your Customer Personas<\/h4>\n\n\n\n

Customer personas help CX designers empathize and discover the finer details of what a customer needs and why.<\/p>\n\n\n\n

Map Out the Customer Journey<\/h4>\n\n\n\n

Following a potential customer\u2019s journey helps highlight flaws and gaps in the customer experience.<\/p>\n\n\n\n

Develop Your Messaging<\/h4>\n\n\n\n

Collaborate with the marketing department to help ensure advertising is in agreement with the CX research.<\/p>\n\n\n\n

Build Prototypes and Collect Feedback<\/h4>\n\n\n\n

Collect feedback on product prototypes and implement improvements.<\/p>\n\n\n\n

Bring to Market, Learn, and Refine<\/h4>\n\n\n\n

Even after a product goes on sale, learn from the successes, failures, and feedback to and continue to refine the customer experience.<\/p>\n\n\n\n

Metrics Used To Measure Success<\/h2>\n\n\n\n

While both UX and CX aim for \u201ccustomer satisfaction,\u201d they measure success in different ways. <\/p>\n\n\n\n

UX Metrics<\/h3>\n\n\n\n

UX metrics for success include:<\/p>\n\n\n\n

Conversion Rate<\/h4>\n\n\n\n
\"Conversion
Source: Qubstudio<\/a><\/figcaption><\/figure>\n\n\n\n

Customer conversion rates evaluate the effectiveness of marketing and advertising strategies by measuring the number of website visitors that perform a certain conversion action. The type of action depends on your business needs, but often includes becoming a member, signing up for a newsletter, making a purchase, or contacting the company.<\/p>\n\n\n\n

Time Spent On A Particular Task And Task Success Rate<\/h4>\n\n\n\n
\"Time
Source: Science Direct<\/a><\/figcaption><\/figure>\n\n\n\n

To assess the quality of user interfaces and user journeys, the amount of time customers spend on a task and how often they succeed in their objective are recorded and analyzed. If the time spent is high and success is low, then your system is likely too complicated or lacks clarity.<\/p>\n\n\n\n

System Usability Scale <\/h4>\n\n\n\n
\"System
Source: Hubspot<\/a><\/figcaption><\/figure>\n\n\n\n

SUS (System Usability Scale) is another way to measure the effectiveness of user interfaces. The 10-item questionnaire asks customers to evaluate their experience with the system based on ease of use, lack of complexity, and other factors.<\/p>\n\n\n\n

Bounce Rate<\/h4>\n\n\n\n
\"bounce<\/figure>\n\n\n\n

Bounce rate is the opposite of conversion rate\u2013it measures the number of website visitors that leave the page without taking any action. <\/p>\n\n\n\n

A\/B Test Results<\/h4>\n\n\n\n
\"A\/B
Source: Scandiweb<\/a><\/figcaption><\/figure>\n\n\n\n

A\/B test results allow UX design teams to see which of two versions of a product performed better in a test\u2013for instance, which version of a newsletter achieved better conversion rates. This testing method allows teams to test out multiple ideas and improve their numbers. <\/p>\n\n\n\n

CX Metrics<\/h3>\n\n\n\n

To measure CX successes, the following metrics are used:<\/p>\n\n\n\n

Net Promoter Score<\/h4>\n\n\n\n
\"Net
Source: Benbria<\/a><\/figcaption><\/figure>\n\n\n\n

Your NPS (Net Promoter Score) is calculated based on customer responses to a single question: how likely is it that you would recommend [brand] to a friend or colleague? This metric is used to determine the percentage of detracting, passive, and promoting customers your business has gained. <\/p>\n\n\n\n

Retention Rate<\/h4>\n\n\n\n
\"Retention
Source: Adjoe<\/a><\/figcaption><\/figure>\n\n\n\n

Retention rate shows how many customers a company is able to keep over a certain period of time. For instance, how many customers keep their membership active for a full year, compared with how many canceled during that year? It helps companies know when they are on the right track, and when they need to make changes to keep customers for longer.<\/p>\n\n\n\n

Customer Lifetime Value<\/h4>\n\n\n\n
\"Customer
Source: ProductPlan<\/a><\/figcaption><\/figure>\n\n\n\n

This metric measures how much value a customer brings to the business during the entirety of the relationship. In a lot of cases, this means measuring how much money each customer spends or how many purchases they make overall. If the lifetime values are low, a company may invest in some upselling campaigns to get their current customers to buy more. <\/p>\n\n\n\n

Brand Recognition And Recall<\/h4>\n\n\n\n
\"Brand
Source: UK POS<\/a><\/figcaption><\/figure>\n\n\n\n

These metrics are a way to measure brand awareness, simply by testing how easily customers can remember the name of your brand. Some companies are influential enough to never be forgotten, which helps sustain their popularity in a number of ways. <\/p>\n\n\n\n

Customer Effort Score<\/h4>\n\n\n\n
\"Customer
Source: Babelforce<\/a><\/figcaption><\/figure>\n\n\n\n

Customer effort scores (CES) can be used to evaluate the customer service and user systems in place at a company by measuring the amount of effort a customer had to exhaust to achieve their objective. The CES questionnaire typically asks the question: on a scale of \u201cvery easy\u201d to \u201cvery difficult,\u201d how easy was it to interact with [brand]?<\/p>\n\n\n\n

Real-Life Examples of Great UX and CX<\/h2>\n\n\n\n

UX Examples<\/h3>\n\n\n\n

Let\u2019s look at some examples of great UX design:<\/p>\n\n\n\n

Squarespace<\/h4>\n\n\n\n
\"CX
Source: Squarespace<\/a><\/figcaption><\/figure>\n\n\n\n

Squarespace is a website-building service that minimizes effort and maximizes accessibility. Website templates allow users to create their sites quickly and easily, and eliminating the need for coding opens up the service to many more people. <\/p>\n\n\n\n

Wolt<\/h4>\n\n\n\n
\"CX
Source: Wolt<\/a><\/figcaption><\/figure>\n\n\n\n

Wolt is an online delivery service that keeps the user up to date with every step of the process. The app sends notifications to let the user know when a human has seen their order and when it has been accepted, as well as showing exactly where the courier is at all times. All of this puts the user at ease and makes their experience as smooth as possible.<\/p>\n\n\n\n

CX Examples<\/h3>\n\n\n\n

Some good examples of CX design include:<\/p>\n\n\n\n

Apple Store<\/h4>\n\n\n\n
\"CX
Source: Apple<\/a><\/figcaption><\/figure>\n\n\n\n

When a customer enters an Apple store, they will be instantly greeted by one of the many Apple \u201cGeniuses.\u201d These well-informed store clerks are stationed all over the shop and can complete purchases with their payment tools right on the spot.<\/p>\n\n\n\n

This structure means that every customer gets one-on-one time with someone that can answer their questions, and no one will leave the shop wondering if they bought the right thing or if they missed out on an opportunity.<\/p>\n\n\n\n

UNIQLO Self-Checkout<\/h4>\n\n\n\n
\n
\"YouTube
<\/path><\/path><\/svg><\/div>

UNIQLO focuses on quality everyday clothing, with ample choice in colors and styles, and a self-checkout machine that has you out the door in seconds.<\/p>\n\n\n\n

To buy clothing at a UNIQLO store, all you have to do is place all your items into the scanning area, and the machine will do all the rest. Without having to scan a single barcode, your items will be instantly counted and scanned, and your bill ready to be paid with contactless or card payment. This quick system reduces the effort for the customer and minimizes queue times.<\/p>\n\n\n\n

The Profession: Roles, Responsibilities, Skills, and Salary<\/h2>\n\n\n\n
\"ux
Source: UX Pin<\/a><\/figcaption><\/figure>\n\n\n\n

The roles of UX designer and CX designer have many similarities, but they are often focused on different elements of the product development process.<\/p>\n\n\n\n

UX Designer<\/h3>\n\n\n\n
\"UX
Source: Digital Age<\/a><\/figcaption><\/figure>\n\n\n\n

A UX designer<\/a> collaborates with product development teams to ensure the optimum usability of a product. <\/p>\n\n\n\n

Responsibilities<\/h4>\n\n\n\n

The responsibilities of a UX designer include:<\/p>\n\n\n\n