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UX is Part of CX and Not the Other Way Round!

Published on : January 8, 2019        Author : Prashant Bhosale
Python, Machine Learning & Neural Networks at SRKay
Recent news that went viral about the leading online food ordering company’s guy eating the parcel before delivery was a great example of customer experience failure.

So it's not always only about end user’s digital experience, yes it is essential however it is even more essential to keep the entire end to end journey map alive, interactive and exciting with each and every touch base with every stakeholder in the process.

Let me put it in a simple and easy to understand the difference about how the UX is part of the bigger CX umbrella.
PROACTIVE - UX REACTIVE - Human Touch INTERACTIVE - CX
BUILDING TRUST EMPATHY SERVE INDEFINITELY
Things that you get to do before Buying:
1. Comparative analysis
2. View ratings
3. Friend’s Recommendations
4. Wishlist -Sharing the wishlist
5. Brick and Mortar store - to experience the product beforehand, Gen-X will still prefer the product
Things that you need to do after Buying:
1. Quick Support
2. Return Policy
3. Reward Persuasion
4. ChatBot for the known issue: E.g. Installation frustration issue
5. Share the buying experience
6. Tone of language
Things that you need to All the time:
1. Collaborate with all key stakeholders to maintain the relationship
2. Anticipation Reminders: Anniversary, Insurance Updates, Service
3. Analyze the customer feeling at each and every touch base with the product/services.
Digital Transformation Human-Computer Interaction Building Partnership

Proactive (Before buying)- To help the user make his decision about our product we should have all the alternatives and comparative analysis to show him how and why

Reactive (Post buying)- Post buying experience is as important and buying. And there is an opportunity to make or break the trust and establish customer loyalty - Need to integrate the human interaction meticulously so as to remain not only as service but also empathize with the end user.

Interactive (During and End to End)- Today, we do not want to only focus on the before and after the service but to form a partnership with the end users so that we understand and value each other well in the entire journey and eco-system indefinitely.

Let’s see, How does Measuring Matrices differ?
User Experience (UX) Customer Experience (CX)
1: Know Thy User
2: Identify All Touchpoints in User Journey
3: Work Upon Key Problem Areas
4: Choose the Right UX Metrics and Measure Them
5: UX Metrics:
    ● Task Completion Success / Failure
    ● Time to Complete Task (of actual system users)
    ● Steps to Complete Task
    ● Frustration / Delight
    ● Number of Errors
    ● Severity of Errors
    ● Learnability
    ● Memorability
    ● Eye Tracking Measurements, such as
        1: Gaze Sequence
        2: Hit Rate
        3: Dwell Time
    ● AB Testing
1: Know Thy Customer
2: Identify All Touchpoints - in the entire eco-system
3: Work Upon Key Problem Areas
4: Choose the Right CX Metrics and Measure Them
5: CX Metrics:
    ● NPS: Net Promoter Score
    ● ART: Average Handling Time/ FRT(First Time Response)
    ● FCR: First Contact Resolution
    ● CSAT: Customer satisfaction score
    ● Emotional Assessment

CX - References
https://www.ameyo.com/blog/customer-experience-measurement-a-practical-guide-to-measuring-cx

UX - References
https://uxmag.com/articles/evaluating-ux-by-measuring-task-efficiency

In a nutshell, CX is all about improving customer service including all channels of the brand and creating stronger bond and loyalty with the customer. Whereas UX focuses on the end user and usability of the product and services (app, web app, websites)