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
Physical mails, paper applications- (mostly getting archaic due to associated costs and long response times, however still used in government organizations, rural areas)
Website- Online Interaction
Customer Service Numbers- Voice interaction
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.
