Is CX more important than UX?
Studies have shown that 86% of your customers would be willing to pay more for a better CX.
Customer experience (CX) and user experience (UX): You’ve heard these terms and how they’re the key to your company’s success. Many aren’t clear, however about what the difference is between the two concepts.These two terms are fundamentally different, yet are often used interchangeably by app, software, and website owners as if they were one and the same.
Maybe you’re under the focus for which one of them is worth investing in, or that they’re both the same thing. Which one do you need to put more focus on one over the other? It’s an important question to ask without wasting resources on something irrelevant. I could like to give you a clear overview of the concepts and help you determine which is more important: UX or CX?
The confusion comes from how we tend to define our clients. Our users are our customers so the user experience and customer experience must be equivalent, right?
So let’s understand more about CX & UX.
What is customer experience?
Customer experience involves designing and reacting to a customer’s interactions in order to either meet or exceed their expectations. CX objective is to increase customer satisfaction, loyalty, and advocacy. This includes your customer’s ability to have a helpful, pleasant, and positive total experience with your brand.
CX is measured with following metrics:
- How satisfied your customers are with their interactions with your company, its services, and its products
- The willingness of customers to recommend your company and its product(s) to others
- The loyalty that your customers will continue using your product vs. a competitor’s
What is user experience?
User experience helps your customers to find information quickly and easily. The design of your product and its interface, its usability, navigation, visual hierarchy, information architecture, etc combine to create a user experience that is either positive or negative for the product’s users.
It is the totality of your end users perceptions while they interact with your product or service. This includes the effectiveness, efficiency, emotional satisfaction, and the quality of the relationship with the organisation that provides the product or service.
UX is measured with following metrics:
- Success rate: The percentage of users who complete a goal within your product.
- Error rate: The number of mistakes a user makes when completing a task
- Task time: The amount of time it takes a user to complete a task
- Clicks to completion: The number of clicks the user performs before completing a task
- Abandonment rate: The percentage of users who abandon the task before it is completed
Let’s understand the importance of CX & UX.
Why CX is important?
CX is important because whether it’s positive or negative influences the likelihood that your customers will round off or repeat transactions with your company.
Differentiating your product or service by offering a great CX could not only help increase your revenue and sales, but also help you gain competitive advantage. After all, studies have shown that 86% of your customers would be willing to pay more for a better CX.
Why UX is important?
UX is important for any digital product. No matter how beautifully designed your site may be, if your users don’t know how to navigate and find what they’re looking for, they simply won’t come back. By designing an experience rich with interactions that’s simple and easy to use, your users will have a positive experience that’ll keep them coming back. Users decide within only a few seconds whether your site or app is worth their time and this is where UX becomes vital.
Which one is important ?
UX is one of the strongest influences on the whole CX, but both CX and UX play a crucial role in the ultimate success of a business.
To Wrap Up
User Experience is the foundation of a good customer experience. These fields are very much intertwined and one isn’t necessarily more ‘important’ than the other. UX and CX professionals have complementary skills, but currently are not working as closely together as they should be. UX doesn’t always deal with the customer specifically but with the product. Whereas, CX addresses the multichannel interactions that a user has with your company and ought to be consistent at each touchpoint, both online and offline.
Your brand may have the best advertising, social media presence, sales team, customer service, and returns policy in the world, but if customers actual interactions with the brand’s website, app, or software create barriers to completing desired tasks, the overall CX fails.
So, it’s possible to have many customers who are generally unhappy with your UX. Similarly you can have the best UX possible but then your CX might be terrible. At the end of the day, the most important thing is that you put your customer (or user) first.
