Why Customer Experience Trumps User Experience
Whenever I'm asked to explain customer experience, I'm always hard-pressed for a short, easily digested answer. It's just so huge! What doesn't it cover? Not much. And the real stumper: Who is responsible? Customer experience is often translated into user experience as the front-end digital experience of users.
Although they're not the same, they aren't that different. So which comes first? Here's how user experience can inform customer experience strategy, and vice versa.
Our first contender: user experience
Digital experience provides some simple and convenient ways to connect with customers, gain real-time feedback and allow for innovation. Consider the following:
1. Website analytics highlight user behavior, which is usually more factual than what they tell you. Watching where users drop off, where they linger and where they act can put your entire organization on the right path.
2. Users visiting your site are there with a purpose in mind. Inviting feedback in that critical moment allows you to collect emotional and immediate responses. In the heat of a disappointing moment or the happiness of a successful mission, customers will provide real-time feedback reflecting what they REALLY feel, not just the option on the survey that best suits their reaction.
3. Customers can show you what they really want through A/B testing and experience innovations. Ever since the dawn of the digital era, we've been testing and experimenting. We test context and see what works better. We experiment with design and gain knowledge on what resonates with customers. It's so much easier to do this with user experience than any other channel or touchpoint.
Remaining mindful of reactions and analytics can absolutely inform your customer experience. But what about trends? There's an ongoing debate about how user interface design is based on current trends (as well as guessing at future ones), and therefore is always at risk of being overshadowed. Consider what happened to MySpace, Netscape and others of yesteryore. The problem, as I see it: Too often, user experience is based on what works in the moment rather than the overall mission.