Daily experiences are essential for us to become new people, after all, it is these experiences that develop us as thinking beings and, much more than that, promote social interaction.
That is why within organizations there are professionals specialized in thinking about the user and customer experience, with a clear objective: to ensure they are satisfied.
Today’s topic is Customer and User Experience. Let’s understand better what this means!
Customer and User Experience
Customer Experience, or CX, is the relationship between consumers and an organization. The easier this relationship is, the better it will be.
On the other hand, User Experience, or UX, is a fundamental tactical component of CX. The idea is that UX ensures that the digital experience offered adds value.
In ITSM and ITIL, UX appears in “Development” and is confirmed through feedback on the provisioning of a service. CX, on the other hand, is present in all stages, ensuring a positive consumer experience.
Customer Experience is the sum of all interactions that the customer has with what they are receiving. Understand that the customer’s feeling about a product can influence the relationship, loyalty, and new acquisitions.
If the CX is good, customers are willing to pay more for products and services.
Therefore, it is understood that CX is increasingly important because now the customer can share their opinions about a service in an online, instantaneous, and global way, which influences a business and also the opinions of other customers.
If the experiences of other customers were bad, this causes a negative impact on sales, inventory, and the number of customers.
Of course, feedback is not only about products but also about the company’s response to questions, problems, and complaints.
A good CX will increase customer confidence, loyalty, retention, and recommendation, as well as increase the brand’s value, sales, and market share, improve finances and growth. And it will be a differential.
Finally, CX shows how the customer feels.
Remember that good CX practices are always changing, motivated by technology, demographic expectations, competition, and experiences.
The organization needs to look at CX, even if it does not deal with a customer. Each activity contributes to a good experience.
CX versus UX
So, in doubt about how CX and UX relate? Both are very similar, of course, but the terms do not represent the same thing, okay?
Customer Experience (CX) includes all contact points and interactions that a consumer has with the brand, while User Experience (UX) is a specific component in CX, particularly focused on the usability of the product or service.
There is no greater degree of importance between one and the other; it is possible to have the best UX and deliver a terrible customer experience. Despite CX being the central point, it is necessary to have a balance, as good usability can attract new customers.
What matters is a good customer experience, no matter by what means (mobile, call centers, physical locations, among others).
Thus, good CX can even help in possible UX deficiencies. A simple example is a usability problem that can be overcome if the company offers the necessary support to the consumer.
Success factors
There are some steps that organizations can take to better meet their employees’ expectations and offer a better experience for both the team and the customer.
Here are some factors:
- Having an organizational commitment to improving employee expectations, so it is necessary to invest in improvements;
- Not making assumptions about needs and expectations, as “guessing” is a major factor in failure when trying to get the right services;
- Having the “right” performance measures, that is, the measures that directly influence good experiences for employees and customers;
- Understanding how technology and processes are employed;
- Creating a customer-centric culture among employees;
- Ensuring that bad experiences have a positive outcome.
CX and UX are a cultural shift rather than a management practice. However, the importance of both for digital services and their techniques can be seen as a practice.
Finally, we understand that CX and UX are extremely beneficial, adding value to almost every product and service.
Conclusion
In conclusion, they are ideas for organizations that want to differentiate or promote their brand in a unique way, as well as those who want to keep developers in tune with customer needs and how they perceive the value of the organization’s products and services.
In addition, Customer Experience and User Experience are essential for companies that want to retain customers and capture market share, that want innovations to differentiate themselves in the market, and that want to improve their services and products.
Moreover, these principles do not provide any value in situations where organizations lack CX and UX skills, where providers have a service or product with little competition, and where the existing customer perception of value exceeds any possible investment in CX and UX improvements.
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