Business growth can only be achieved when a great brand promise gets delivered seamlessly through Customer Experience (CX) and User Experience(UX). Strong brands live through the experiences they offer and the quality of these interactions are the main decision-making factors for customer loyalty and purchase frequency.
Every interaction between a potential customer and a brand has to deliver the brand promise. Customer Experience encompasses all the interactions, online and offline, while User Experience refers only to the digital interactions a user has with a brand.
CX refers to customer-brand interactions which are interconnected and depend on one another. Everything that happens after an online purchase, the unboxing, setting up, customer support, they’re all interactions that build up to the next big customer decision: whether to repeat the purchase or not. A poor interaction can sabotage even the most uplifting brand promise.
UX ensures the right problem gets solved in an efficient and enjoyable manner, with metrics that measure, compare and track the user experience of a digital product over time. UX metrics examples are: pageviews, conversions, task success, task time, success rate, abandonment rate, average purchase value.
Consistency between UX and CX is crucial for customer satisfaction, which determines repurchases, loyalty and recommendations.
The role of User Experience design is to shape the way digital products (websites, mobile apps, software) can be used, so that the users will enjoy their overall experience and feel good about the respective product or service and the company that makes them.