User experience and customer experience: what matters more to business

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UX (interaction experience) and CX (customer experience) are equally important to a company’s success. But how are they different and what requires more attention?

We will understand this in today’s article.

What is user experience?

UX (User Experience) is the user experience, and it is defined by exactly how the user interacts with the product: a site, application or service. His task is to make everything as simple and convenient as possible, so that the user can solve his problem in a couple of clicks.

If we talk, for example, about a site, then the user experience is responsible for both the design and the interface, which includes navigation, visual hierarchy, and more. UX design – creating elements that help customers easily find what they need.

To understand whether the UX is good or not, special metrics are used:

  • Success rate – The percentage of users who were able to achieve their goals when working with the product is determined.
  • Error rate – a certain number of mistakes that the user makes when achieving the goal.
  • Task time – how much time the user spends completing the task.
  • Cliques – How many clicks were made to complete the task.
  • Coefficient of incompleteness – Percentage of users who started a task but did not complete it.

UX is important for any product, and if it is bad, the customer will no longer want to interact with it. For example, on the site, the user has only a few seconds to determine whether the resource deserves attention or not. In such cases, UX plays a big role.

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What is customer experience

While UX is about improving the user’s interaction with a company’s product, customer experience (CX) is about the whole company. That is, it is not important how the user works with the same site or application, but how the interaction takes place in general – whether the client receives feedback, how quickly he is served in the company’s store, and so on. This includes advertising, social media, support chats, and more.

The goal of CX is to increase customer satisfaction so that they use the product or service again and tell others about it. How useful and pleasant the experience of communicating with the company will be depends on this.

A good customer experience is an opportunity not only to increase sales, but also to make the organization more competitive. More often than not, customers are willing to pay more if CX is at its best.

It is customary to evaluate the customer experience through such metrics as:

  • Overall satisfaction – shows how satisfied customers are with interaction with the company.
  • Index of consumer loyalty – willingness of customers to recommend the company to their colleagues, friends, etc. Segmentation: Promoters are loyal enthusiasts, Passives are vulnerable to competitive offers, Detractors are dissatisfied customers who can damage the brand and hinder growth through negative feedback.
  • Loyalty – it is likely that the customer will not go to competitors and will continue to use the product.

UX and CX are similar but not interchangeable. UX is a separate component of the customer experience that characterizes the usability of the product.

Why UX and CX are equally important

A 2018 study found that 32% of users would abandon a brand if it failed even once. For example, a purchased refrigerator broke after a week – one of the reasons why a customer may go to a competitor and never return. 59% would give the company a second or third chance. Statistics also show that users are willing to pay 16% more for the best service.

If we talk about UX, it is important because it allows you to solve the user’s problem quickly and conveniently. Properly designed user experience will increase sales of goods and services.

CX is important because it solves a competitive problem. A good customer experience will make the company one that you want to return to again and again.

It is also worth understanding that UX cannot exist without CX and vice versa. Why this is so – let’s look at the examples below.

Good UX, bad CX

Suppose we want to buy a new stylish refrigerator in an online store. We go to Google and look for a suitable option, we come across the company “Best Refrigerators”, which has a stunning website with a good UX: you can easily choose a refrigerator, see reviews and compare products.

Everything is cool, we quickly found the refrigerator we needed, ordered it and are waiting for delivery to our home. He was supposed to arrive in 10 days, but for some reason he is delayed. What to do in such a situation – of course, call the support service. We call, and they answer us: “Sorry, there are some problems, we will deliver the goods to you in the near future.” Okay, nothing, it happens. We are waiting further.

As a result, the product arrives 3 days late. When we receive the product, we check it and see that it is not the refrigerator that was ordered. And here again you have to call, sort things out, waste time and nerves.

There is only one conclusion – although the UX was great, the CX overshadowed its advantages. Maybe we will return to this site one day, because it is very convenient (to see reviews or compare characteristics), but we are unlikely to order anything.

Good CX, bad UX

The other side may look like this – after the failure with the “Best Refrigerators” online store, we wanted to look for another site. Found a good online store, but the navigation in it is lame and there are no reviews for any product. We struggle to find the product we need at an acceptable price and order it. As a result, the product arrives on the appointed day. It is not defective and corresponds to the image that was on the website.

As you can see, although the online store disappointed us, the experience of interaction with the company remained positive. But there is still a certain sense of uncertainty.

Conclusion

Interaction experience is the basis of customer experience. UX and CX overlap in many ways, and you can’t say that one is more important and the other is not. In the examples discussed above, we made sure that order should be followed in everything – both in the user experience and in the client. If the UX of the site will be good, it is important that the approach to the client is also good. Such indicators should be achieved so that the entire path from the purchase of the product to its receipt is as comfortable and simple as possible.

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