Customer Experience vs User Experience in Singapore
You may hear User Experience(UX) more than Customer Experience(CX), I also feel confused about them. Why UX is more frequently appeared and talked about our design work, and get more attention? Are they same? What is good UX and good CX? Now let’s clarify them.
Customer and user are two different roles
The customer is who will buy your product, service or system. They pay money to the sale, the process of purchasing can be called customer experience. They may not use it, perhaps they just buy it for other people.
In contrast, the user is the end user who opens the product or enjoys the service. The product may not be bought by them. They just use them. The process of using can be called user experience.
“Users are not customers”, Aaron Shapiro posted his view in his book. but they can transform into each other. If we can bring good CX and UX to them, the customer can become the potential user, and the user can become the potential customer.
The scope of CX and UX is different
Customer encompasses all the interactions a person has with the brand. It can be measured in: overall impression, likelihood to continue use and likelihood to recommend to others. In essence, UX is part of a broader CX, but CX contains some special aspect beyond a product that UX doesn’t.
From this image from UXPIN, we can see clearly, UX is covered by CX. UX includes user research, content strategy, information architecture, interaction design, visual design, and usability. By contrast, CX includes customer service, advertising, brand reputation, sales process, pricing fairness and product delivery.
Good CX and Good UX
Good CX brings user/customer experience:
- Have a pleasant, professional, helpful interaction with organization/company representatives
- Feel generally positive about the overall experience with that organization/company and everything associated with it
Good UX brings user/customer experience:
- Find information on a website quickly and easily
- Complete the desired task with ease
- Search web or app pages easily
Good CX ≠ Good UX
From the scope, we can understand good CX doesn’t equal to good UX.
On one side, you can have good UX but bad CX at the same time. For example, you want to sign up for an official website. You just search its name on google, thanks to good SEO, it comes out in seconds, you can find it easily. You click the link and enter this website. With clear navigation, you effortlessly understand the headings and links, the information architecture, readability, and taxonomy are well thought out. Finally, you came to your aim, a form you need to fill in. These are examples of good UX that this website brings you. While you start to complete this form, you have some problems on some questions, you call the online receptionist, it takes several minutes to get through, the rep listen to your description, but he can’t answer, he turns to his colleague. Finally, you get the answer and submit this form. Then you receive an email message notifying your form are rejected due to the certain question. Ultimately, you are likely going to return the website to refill in it. This process brings you bad CX.
On the other hand, you can have good CX but bad UX at the same time. For example, the website might have the best advertising, marketing campaign, brand recognition, sales team, customer representatives, and organizational structure, but if the customer begins to use your website, mobile app, software or other product, they find it really hard to use, looks ugly, create barriers to completion of the desired tasks. This process brings you bad UX.
In conclusion
From the front explanation, you can understand how UX is really a part of CX, and each plays an important role in the overall success of a business, the reputation of your brand, and customers’ loyal to your brand. Think carefully of them, and consider holistically as you develop products and services.
For more information on user experience, follow me. Or you can enter USER, a UX company based in Singapore.
评论
发表评论