Trends in UAE are always in a constant mode of change. In terms of design, UX (User Experience) and CX (Customer Experience) have become equally important. While CX is about end-to-end, covering mobile, web, static and human touchpoints, UX is all about developing an interaction-rich experience online which will direct future traffic and business to your brand and product. Read on to understand the effect that a well-designed CX and UX could have on your business.
CX and UX- There’s a lot in a name
A man used to spend 3 hours a day trying to attract customers to his shop. He tried all possible ways of attracting passersby. He even attended a 2-day course titled ‘How to get customers flocking into your shop?’—unfortunately, all in vain.
One fine day he had a brain wave and placed a board outside the shop that read ‘Window shop and gets rewarded.’ Over the day’s passersby came closer to the shop, checking out the window arrangement and also entering the shop as a result. Every customer has been rewarded a discount of 25%. Over time this approach helped him attract customers in multiple ways. He did something that matters most today, bettering the Customer Experience (CX).
The same is the case for digital marketing. A well-planned User Experience may not necessarily give you the traction you require for all your digital properties. The more important focus point shifts to the Customer Experience you offer. It is equally advantageous to spend resourceful time analyzing various touchpoints your customers have with your brand online and adding value to each of them. Sometimes the smallest of changes lead to an enhanced experience. And at the end of the day, that’s all that counts.
Better changes lead to better responses
An article by Adam Richardson on the Harvard Business Review highlights how a Google Maps user’s feedback was valued by their tech team and led to an immediate change in the User Experience. This, in turn, enhanced the Customer Experience as a whole. And this is an essential aspect everyone needs to practice.
Customer Experience involves a constant shift of thought, application, and convenience offered to customers through an integrated User Experience. It could be how a customer shifts from your Emailer to your website and ultimately to your mobile app to get additional information. This occurs as long as you have defined the experience in that form. It’s an effort of integrated planning and execution. Merging the digital and physical worlds through smart and relevant technology coupled with a personalized and delightful environment is what generates an unmatched Customer Experience. In reality, UX is part of a wider CX, but CX contains some features outside of a product that UX does not. UX is a part of CX, and each plays an equally important role in the overall success of a program, the reputation of your brand, and customers’ loyalty to your brand. Failures in either area lead to a bad customer experience overall.
UX is just one part of the greater CX landscape, and they mean the same thing if you have the “correct” elucidation of the words. The most important thing is that you put your customer first. It’s all about finding a balance that works for your business. You need to understand the different scopes of experience and endeavor to amend the experience at all levels, and use the terms consistently to minimize friction and misunderstanding.
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