CX, DX, UX, XM… the definition of experience is as varied as the thing itself. No two experiences are the same – no matter how much process and automation is involved. Because experience includes another x-factor – context.
What is Experience Context?
Very simply, context is the who, what where, when, how, why questions. Which buyer persona? What need – physical, emotional? Which part of the journey? What factors can we control and which ones are out of our sphere of influence?
This context helps to explain some of the differences between the Xs.
What is the Difference Between CX, UX, DX?
X is for experience. C is for customer. U is for User. D is for digital.
Some clever consultant types now argue that there is very little difference between CX and UX, though the latter was traditionally more narrow. When you consider context – there can be big differences purely based on definition.
In many markets, especially in B2B industries, there is a difference between the person who buys the product (the Customer) and the person who uses or consumes the product (User).
For B2B – the team purchasing the machine are not the ones on shift trying to get the most out of it. B2C is full of examples too e.g. a parent purchasing for a family.
UX is often understood to be part of the customer journey – specifically the part where the product or service is used or consumed. CX has come to mean the customer journey from end to end – from consideration to after-sales support and retention.
If UX is a sub-set or part of CX, then Digital Experience (DX) is also part of the journey that uses digital technology. Believe it or not, there are many products and services that are almost completely analog! However, increasingly, there are both online and offline parts of CX and UX.
Consider something that seems 100% digital – Netflix. Even the User Experience (UX) involves things like ambient noise and the seat you are sitting on.
From a CX point of view, Netflix has considered that there is a difference between the customer and the user – the person paying for the subscription has a different ‘account’ to other members of the family and there is a separate ‘Kids’ product.
From a UX point of view, Netflix has considered things like what content would be suitable based on recommendation engines and AI. They have built in a way to change the billboards for each piece of content based on behaviour. They have considered the quality of video that can be streamed based on the available connection speed.
A quick word about User Interface (UI)
UX and UI are often used together and there is still a lot of confusion about the difference. In our Netflix example, the interface might be a phone, a laptop browser or a gaming console. Each one of those devices might have a different screen-size, processing speed and navigation options. (If you have ever tried to type a search keyword using a TV remote control, or game controller, you will understand some of the UI challenges product managers have to deal with)
UI is normally talked about in a digital sense, but think about a coffee machine – the UX includes the taste and smell and slightly jittery feeling you get when you have too much. The UI is the mug, the spoon if you have sugar, the machine, the milk jug…
C is for Continuous
You could say that UX is the part of the customer journey that involves the use or consumption of the product or service. Context is also important here. Use for a retailer might mean the ecommerce website – so page load speed (par of the DX) or an ‘Out of Stock’ is going to impact the user experience, as will the delivery and returns policies.
For companies that create products and services, UX might include ‘onboarding’ – reading the manual and training. If things don’t go smoothly the UX will include trouble-shooting or support.
But modern day marketing does not end there. Experience Management recognises that retention and repeat business is part of the customer experience. This can be true even if your customer never wants to use you again!
Consider a patient experience (PX) example – you injure your shoulder in a skiing accident and need surgery and physiotherapy. While you don’t want to use those services again, the PX will determine whether you refer that surgeon or physio to others who might need it.
Customer-Centric Culture needs Context Built in.
Every person in an organisation is responsible for Customer Experience. Every person should have a CX based OKR. CX is not the sole responsibility of the Product team or Customer Service or Marketing. Every team will have Customer Stars, Champtions, Team Players and Lone wolves – the balance of these CX Typologies will determine how customers feel about the whole customer journey.
Talk to our CX Consultants about how to be more customer-centric.