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User Experience Vs Customer Experience

Is User experience same as Customer experience? Well in the age of digital media and smartphone apps, it is very common to hear about both the terms frequently. At the core of it, they address one key aspect of human behavior- "perception" and an important organization function- "Customer Relationship Management". Interestingly both UX and CX are not separate ideas, they may work in conjunction as well as exclusions. However it will be rightful to mention here that in most cases CX is a subset of an overall UX.

In our day to day life, we interact with number of organizations either for additional information or for a service related issue. Our interactions are dependent on the number of communication channels the organization has exposed for interaction. For e.g. - it very common for cable TV operators, telecom providers, financial service providers to expose to the users the following channels

  1. Physical mails, paper applications- (mostly getting archaic due to associated costs and long response times, however still used in government organizations, rural areas)

  2. Website- Online Interaction

  3. Customer Service Numbers- Voice interaction

  4. Smartphone Apps- Digital interaction


For the purpose of analysis, we will take into account the digital channels through which we interact with a person organization for our queries. It's interesting to draw out key ideas which directly impact either user experience or customer experience.

Channel

Interaction Type

Common Feature to judge UX

Common Features to judge CX

Website/Online Application

Online Interaction

1.       Look and Feel

2.       Colors used

3.       Text Font/size.

4.       The volume of content in the page.

5.       Ease of loading of the website

6.       Payment Options available (Credit card, Debit Card, Net- Banking, PAYPAL etc.)

 

1.       Ease of loading of the website

2.       Number of clicks performed to browse to a particular section

3.       Online Chat facility

4.       Price Comparisons facility

5.       Search facility

6.       Click to chat facility

7.       Guided wizards to perform a task

8.       Setting up of alerts

9.       Dashboards to get multiple reports in one page

10.   Ease of payment

11.   Help Text as a hover

 

Customer Service

Voice interaction

1.       Quality of the phone line

2.       Waiting time in the queue

3.       Accent of the CSR

4.       Option of payment available

1.       Knowledge of the CSR,

2.       Ease of the IVR to guide to the right CSR,

3.       Resolution time

Smart Phone Applications

Digital/gesture based interaction

1.       Ease of downloading/installing the app,

2.       Look and feel of the app

3.       Text Font/size

4.       Response time to navigate to different sections of the app.

 

1.       Ease of navigation,

2.       Ease of uploading  documents,

3.       Click to call facility,

4.       Creating calendar events on the fly from any section of the app.

5.       Ease of navigating to similar topics/reviews/issues,

6.       Quick links to you-tube to check navigation etc.


Are there any metrics to measure UX or CX? Well Since ultimately both CX and UX lead to brand perception, let's put in perspective some common measurements which could be used.

UX Metrics

Success rate(number of visits to the digital media to perform a task)

Error rate(e.g. Crashes  per month-)

Abandonment rate (e.g.  Transaction started but was never completed)

Time to complete task

 

CX Metrics

CX is measured in overall experience (Net Promoter Score)

 Likelihood to use again (Customer Loyalty) and recommend to others

Customer satisfaction


Although CX and UX are different and unique, they must work together for a company to have success.



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