Customer Experience, or CX, is the overarching practice of following a customer’s journey and elevating their experiences as they interact with a company.

Most people don’t see CX as its own practice within an organization; they see it sitting across the organization.

For example: CX touches marketing, sales, IT and HR – it pretty much touches everywhere your customers reside (both online and offline). It’s incredibly important to pay attention to the word “customer” within CX; a customer may not only be an external customer, but it can also be an internal customer as well.

UX on the other hand, plays a significant role within CX – and is more tactical. We love this quote:

“CX drives emotion whereas UX drives interaction.”

UX vs. CX: What's the Real Difference?

You've probably heard the terms "UX" (User Experience) and "CX" (Customer Experience) thrown around a lot. But what do they actually mean, and how do they differ? Understanding the distinction is crucial for crafting a successful online strategy, especially if you're looking to optimize your website for conversions. Let's break it down:

Customer Experience (CX): The Big Picture

Think of CX as the entire journey a customer takes with your brand. It encompasses every touchpoint, from the moment they first see your ad to the post-purchase support they receive. Consider this example:

Imagine you see an ad for a new set of headphones online. What makes you even consider clicking? That's CX at work! It's about understanding the emotions that ad elicits, exploring the reasons why you're drawn to that specific brand, and smoothing your path towards making a purchase. The ultimate goal of CX is to create a frictionless, positive experience from start to finish. CX is responsible for telling a compelling story, making you feel something, and capturing your attention – ultimately steering you towards making a decision.

User Experience (UX): The Nitty-Gritty

UX, on the other hand, is a component of CX. It focuses specifically on how a user interacts with a particular product or service, like your website or app.

Using the same headphone example, once you decide to visit the company's website and begin the ordering process, you've entered the UX realm. The goal of UX is to make that ordering process as easy, fast, and seamless as possible. Think clear navigation, intuitive forms, and a smooth checkout process.

UX in Action: Beyond Advertising

UX goes beyond just advertising. It delves into the thought processes and actual interactions a customer experiences while engaging with your company. It leverages user behavior to inform messaging and guide interface design. By understanding how users think and act, you can create a UX that anticipates their needs and provides a delightful, efficient experience.

In short:

• CX: The overall perception a customer has of your brand across all interactions.

• UX: The specific experience a user has when interacting with a particular product or service.

By focusing on both CX and UX, you can create a comprehensive strategy that attracts customers, keeps them engaged, and drives conversions. OneSpring.net is here to help you design the ultimate UX for your subscription service.